{"id":91001,"date":"2024-09-19T12:29:55","date_gmt":"2024-09-19T15:29:55","guid":{"rendered":"https:\/\/murray.adv.br\/?p=91001"},"modified":"2024-09-19T12:29:57","modified_gmt":"2024-09-19T15:29:57","slug":"hm-set-to-open-first-stores-in-brazil-in-second-half-of-2025","status":"publish","type":"post","link":"https:\/\/murray.adv.br\/en\/hm-set-to-open-first-stores-in-brazil-in-second-half-of-2025\/","title":{"rendered":"H&M set to open first stores in Brazil in second half of 2025"},"content":{"rendered":"\n
Swedish fast-fashion chain expects to have stores nationwide within three years<\/em><\/h6>\n\n\n\n

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H&M will also sell products made in Brazil, in addition to imported items \u2014 Foto: Casper Hedberg\/Bloomberg<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

Swedish fashion chain H&M will open its first stores in Brazil in the second half of 2025, the company said on Wednesday, in its first interview since revealing its entry into the country, which was announced by the group in 2023.<\/p>\n\n\n\n

Valor has learned that the stores are expected to open between September and October of next year, in the cities of S\u00e3o Paulo and Rio de Janeiro. The first stores will be launched in Allos, Iguatemi, and Multiplan malls, as Valor previously reported.<\/p>\n\n\n\n

The company has not confirmed these details. However, it stated that contracts have already been signed for the first two stores, said Maria Fernanda De Luca, H&M\u2019s chief financial officer in Brazil.<\/p>\n\n\n\n

\u201cThere is a well-researched strategic plan in place, and the pace of expansion will, of course, depend on the results [of the stores],\u201d she said. \u201cWe had to explain to them [the controlling shareholders] that we are full of regulations, bureaucracies, and that it is already a complex subject to discuss. It\u2019s even a bit embarrassing to address this because it truly takes time to get certifications and approvals, which surprised them quite a bit, as they couldn\u2019t understand it,\u201d she said during a presentation at the Latam Retail Show on Wednesday evening.<\/p>\n\n\n\n

After being asked at the event in S\u00e3o Paulo, the company confirmed that, within a maximum of three years, it will have stores in every state. \u201cPerhaps even before that,\u201d Ms. De Luca said. If this progresses, an average of 8 to 9 stores will be opened each year.<\/p>\n\n\n\n

Additionally, the plan is to enter the country with \u201caffordable prices,\u201d Ms. De Luca said, ensuring a competitive market position. Other foreign chains, like Zara, have a more premium brand positioning in Brazil.<\/p>\n\n\n\n

H&M will also sell locally produced products, in addition to imported items, following a strategic shift by the global leadership.<\/p>\n\n\n\n

\u201cWhen I joined the company, the plan was for everything to be imported, but over time, the global team realized that it wouldn\u2019t be feasible. Some things simply can\u2019t be imported. So, we are working with local partners to purchase national products,\u201d the CFO explained.<\/p>\n\n\n\n

When asked about the risks other foreign brands faced in the country, like Forever 21, which ceased operations in Brazil after a few years, the executive dismissed such concerns.<\/p>\n\n\n\n

\u201cH&M has never exited any market it has entered, except for Russia, by choice. There\u2019s no point in discussing the economy\u2014we believe in our product. All the markets where we still operate speak for the company,\u201d Ms. De Luca said.<\/p>\n\n\n\n

\u201cThe Swedes conducted an in-depth study of all the local competitors. We have a luxury partner with expertise here who is also helping us,\u201d said Augusto Krambeck, H&M\u2019s director of human resources, at the event.<\/p>\n\n\n\n

He added that the retailer would almost immediately begin omnichannel operations in the country. In other words, the website and store sales channels will already be integrated.<\/p>\n\n\n\n

\u201cIt will take one to two months to launch the omnichannel,\u201d Mr. Krambeck said.<\/p>\n\n\n\n

He noted that H&M has been planning its entry into Brazil for the past ten years. \u201cIt\u2019s been ten years of monitoring, ever since we started in Chile. We didn\u2019t come here with just a year and a half of planning. The fact is, Brazil has been through a lot\u2014World Cup, Olympics, recession, impeachment. And H&M wanted to create a \u2018buzz.\u2019 This entry would have gone unnoticed,\u201d he said.<\/p>\n\n\n\n

H&M has 51 stores and 3,800 employees in Chile, Peru, and Uruguay, after a decade of operations in these countries.<\/p>\n\n\n\n

*Por Adriana Mattos, Valor\u00a0\u2014 S\u00e3o Paulo<\/p>\n\n\n\n

Source: Valor International<\/p>\n\n\n\n

\nhttps:\/\/valorinternational.globo.com\/\n<\/div><\/figure>\n","protected":false},"excerpt":{"rendered":"

Swedish fast-fashion chain expects to have stores nationwide within three years 09\/19\/2024 Swedish fashion chain H&M will open its first stores in Brazil in the second half of 2025, the company said on Wednesday, in its first interview since revealing its entry into the country, which was announced by the group in 2023. Valor has […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8106],"tags":[25455,25456],"class_list":["post-91001","post","type-post","status-publish","format-standard","hentry","category-murray-news","tag-hm-set-to-open-first-stores-in-brazil","tag-swedish-fast-fashion-chain"],"yoast_head":"\nH&M set to open first stores in Brazil in second half of 2025 - Murray Advogados<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/murray.adv.br\/en\/hm-set-to-open-first-stores-in-brazil-in-second-half-of-2025\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"H&M set to open first stores in Brazil in second half of 2025 - Murray Advogados\" \/>\n<meta property=\"og:description\" content=\"Swedish fast-fashion chain expects to have stores nationwide within three years 09\/19\/2024 Swedish fashion chain H&M will open its first stores in Brazil in the second half of 2025, the company said on Wednesday, in its first interview since revealing its entry into the country, which was announced by the group in 2023. 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