H&M celebrates Brazilian debut with first São Paulo store and e-commerce launch on same day

H&M celebrates Brazilian debut with first São Paulo store and e-commerce launch on same day

(IN BRIEF) H&M has officially entered Brazil with a landmark launch that combined the opening of its first store at Shopping Iguatemi in São Paulo with the launch of its e-commerce platform, hm.com.br. This is the first time the retailer has introduced both physical and online operations simultaneously in a new market. The debut was celebrated with a ribbon-cutting ceremony attended by Chairman Karl-Johan Persson, H&M CEO Daniel Erver, Brazil Country Manager Joaquim Pereira, and Store Manager Renata Grima. Customers welcomed the brand enthusiastically, marking the start of H&M’s presence in Brazil. With this expansion, the company now operates stores in 79 markets and e-commerce in 61 markets, reinforcing its global growth strategy and commitment to sustainable, affordable fashion.

(PRESS RELEASE) STOCKHOLM, 25-Aug-2025 — /EuropaWire/ — H&M has officially entered the Brazilian market with a major dual launch, opening its first store at Shopping Iguatemi in São Paulo while also going live with its national e-commerce site, hm.com.br. This marks the first time the fashion retailer has introduced both physical and digital channels on the same day in a new market, underscoring its commitment to accessibility and customer connection.

The launch drew enthusiastic crowds, with customers lining up to celebrate H&M’s arrival. A ribbon-cutting ceremony was held at Iguatemi, attended by Chairman Karl-Johan Persson, H&M Group CEO Daniel Erver, Brazil Country Manager Joaquim Pereira, Store Manager Renata Grima, and the local H&M team.

“Launching our first store and online on the same day is a historic moment for H&M, and I’m so excited we have finally arrived. Bringing H&M to Brazil is more than a launch — it’s about building a lasting connection with a country that inspires us. We’re here to celebrate creativity and self-expression, offering fashion and quality at the best price in a sustainable way to our customers in Brazil,” said Daniel Erver, CEO of H&M Group.

Joaquim Pereira, H&M Brazil’s Country Manager, added: “The enthusiasm and warm welcome we’ve received from Brazilian customers has been truly inspiring. We are thrilled to finally bring the H&M experience to São Paulo and look forward to connecting with our customers across the country.”

For Renata Grima, Store Manager of H&M Iguatemi, the day was unforgettable: “Opening the doors of our Iguatemi store today was a dream come true. Seeing the excitement on our customers’ faces was unforgettable.”

With its entry into Brazil, H&M now operates in 79 markets worldwide with physical stores and offers online shopping in 61 markets. The company’s dual launch strategy in Brazil signals a long-term commitment to the market, blending physical retail with a strong digital presence to meet customer expectations.

Media Contact:

Phone: +46 8 796 53 00
mediarelations@hm.com

SOURCE: H&M Hennes & Mauritz AB