The Swedish retailer H&M will become a reality in Paraguay in the third quarter of 2026, when it opens its first stores in the country. The confirmation came through the company’s first-quarter financial report. As a result, Paraguay will become the brand’s newest market in a region where it has expanded steadily for more than a decade.
H&M in Paraguay: a new market entry
Paraguay will become the fourth South American market in H&M’s regional operation, joining Chile, Perú, and Uruguay. The same financial report also outlined other planned openings across Latin America, reflecting a broader push by the group into new territories.
In Paraguay, the brand plans to offer its main product lines, including women’s fashion, men’s fashion, Kidswear, and Move, as well as its Home range, a collection designed to balance creativity, versatility, and accessible pricing. The exact store locations and official opening date have not yet been disclosed, with the company stating that further details will be announced in due course.
“We believe in liberating fashion for everyone, combining design, creativity, and quality at the best price in a sustainable way,” said Anna Barigazzi, Sales Manager for H&M in Chile, Perú, Uruguay, and Paraguay.
A decade of growth in Latin America
H&M first entered Latin America in 2012 with an opening in Mexico. Soon after, the brand began expanding across other markets. The company arrived in South America the following year, launching in Chile in 2013. Today, H&M operates 30 physical stores there, alongside an online shop.
Subsequently, Perú followed in 2015, where H&M now has 19 stores and an online presence. Later, Uruguay joined the expansion in 2018. Currently, the brand operates three physical locations in that market. Each country forms part of H&M’s growing regional network.
More recently, the retailer expanded into Brazil. It opened its first stores in São Paulo and Campinas during the second half of 2025. These openings were launched alongside an online shop. Meanwhile, an additional opening in El Salvador was also planned in 2025. Overall, the group’s growth strategy focuses on omnichannel retail, combining physical stores with digital sales platforms.
Jobs and opportunities alongside the brand
Finally, Anna Barigazzi described the move into Paraguay as a significant milestone for the company. She explained that the expansion reflects the brand’s long-term strategy in the region. In addition, H&M currently employs more than 4,500 people across its existing South American markets. Therefore, the company expects the expansion to create new job opportunities in Paraguay.
The company framed the entry not only as commercial growth but also as a chance to connect with what it called “a new community,” one it believes is ready for a brand that offers global design trends at accessible prices.
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