Published by Global Banking & Finance Review®
Posted on September 25, 2025
3 min readLast updated: January 21, 2026
Add as preferred source on GoogleH&M is expanding into Brazil and India to counter slowing sales in the US and Europe, with plans for new stores and a focus on emerging markets.
By Helen Reid and Greta Rosen Fondahn
STOCKHOLM (Reuters) -Fashion retailer H&M is seeking to expand in emerging markets such as Brazil and India, its CEO said on Thursday, as consumer spending weakens in Europe, its core region, and U.S. tariffs weigh on demand in its second-largest market.
The push into new territories is part of CEO Daniel Erver's strategy to revive performance and boost profitability of one of the world's largest apparel retailers by improving its brand appeal and responding faster to fashion trends.
The company is working to fend off competition from Inditex-owned Zara and Shein.
BRAZIL EXPANSION MARKS LATIN AMERICA PUSH
H&M opened its first store in Brazil in August, in an upscale mall in Sao Paulo. Two more are planned by the end of November with an additional four for 2026 - including in Rio de Janeiro.
"In some of these markets that we haven't really penetrated... we see a bigger opportunity for growth, Brazil being one, Latin America in general being one, and India being another," Erver told Reuters.
Erver said he is cautious about consumer demand in the U.S. in the fourth quarter, as U.S. tariffs on imports have driven some retailers to hike prices amid declining consumer confidence.
STORE COUNT HITS LOWEST SINCE 2016
The expansion in Brazil and other emerging markets comes as H&M has sharply reduced its global footprint, closing stores rapidly since the pandemic.
H&M's global store numbers are down 19% from the peak at the end of 2019, with 4,118 stores worldwide by the end of last month - its lowest since mid-2016. It plans to shut 200 stores during 2025 in total, primarily in mature markets. Zara-owner Inditex has also reduced its store numbers to 5,528 at the end of July.
In addition to entering new regions, H&M has opened flagship stores in prime tourist and shopping districts, including Paris' Le Marais and Shanghai's Huaihai Road, to appeal to style-conscious consumers.
Danske Bank analyst Daniel Schmidt said it was uncertain how quickly the Brazil expansion would translate into improved performance.
"It remains unclear how much this could affect sales growth next year," said Schmidt. "But of course, it's encouraging that they've been well received so far."
PREMIUM BRAND COS TARGETS INDIA
H&M's premium brand, Cos, which offers items such as $149 dresses and $299 cashmere jumpers, is set to launch in India with a store in Delhi during the fourth quarter, according to Erver.
"You see in many of the emerging markets that there are great opportunities for affordable luxury positioning, and India is one super interesting market to explore for Cos," said Erver, adding that he plans to visit India in the coming weeks.
H&M also plans a broader expansion in Latin America, launching in Venezuela in the fourth quarter and Paraguay next year, having opened in El Salvador earlier this month.
(Reporting by Helen Reid in London and Greta Rosen Fondahn in Stockholm, Editing by Louise Heavens)
An emerging market is a nation with social or business activity in the process of rapid growth and industrialization, often characterized by lower income levels and increasing economic development.
Consumer perception refers to the way consumers view and interpret a brand or product based on their experiences, beliefs, and marketing communications.
Retail trade involves the sale of goods or services directly to consumers for personal use, typically through stores, online platforms, or other sales channels.
Business investment refers to the allocation of resources, usually money, into a business with the expectation of generating profit or income.
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