22/07/2026 22:53 - Economia
The arrival of the famous Swedish fast-fashion chain to our country is taking shape at an accelerated pace. Although its landing was originally announced for 2027, negotiations have advanced favorably, and the goal is to open the doors of its first store before the end of 2026.
Conversations are centered around the Alto Palermo shopping mall, one of the main commercial centers in Buenos Aires, managed by IRSA (Argentina's leading real estate company) and located on the iconic Santa Fe Avenue. For a foreigner, Palermo is a trendy, vibrant neighborhood, making it the perfect gateway for the brand in the Argentine market.
The entry of H&M into the country will be managed by Hola Moda, a Panamanian capital group created in 2020 to develop the business in Latin America. This company, controlled by Phoenix Group and Dorben Group, has extensive experience managing international brands such as CH Carolina Herrera, Valentino, and Michael Kors.
Initially, merchandise will arrive from a modern robotic distribution center in Panama, capable of storing over a million garments. Furthermore, the company has already begun searching for key personnel, such as a general manager and logistics and marketing executives.
Founded in 1947 in Sweden by Erling Persson, H&M (Hennes & Mauritz) is synonymous with fast fashion. Its model is based on offering trendy designs at affordable prices, with a high rotation of collections. It currently has around 4,000 stores in more than 79 countries and annual sales exceeding US$22 billion. In Latin America, it is present in 15 countries and will soon arrive in Paraguay as well.
The arrival of H&M is part of a major renovation in Alto Palermo. The mall has recently added Victoria's Secret and Intimissimi, while on Friday, July 24, 2026, the popular brand Miniso will open its doors. The incorporation of the French chain Decathlon is also expected.
The excitement doesn't end here. The French affordable fashion brand Kiabi, from the same group as Decathlon, will open its first store on August 11, 2026, at Florida 313, a famous pedestrian street in downtown Buenos Aires, showing strong international interest in the Argentine consumer.
Alfredo S. Quiroga
