H&M opens first store in Rio de Janeiro, Brazil

Located at RIOSUL Shopping Center, the approximately 1,400 m² store welcomed its first customers, attracting significant attention with more than 450 customers in line by the time the doors opened.

“Rio de Janeiro marks a key step in H&M’s expansion in Latin America and reinforces our commitment to growth in Brazil. We see strong potential in this vibrant market and are excited to continue this love story by liberating fashion for the many,”

says Daniel Ervér, CEO of the H&M Group.

The opening follows H&M’s market entry into Brazil in 2025, when the company debuted with its first store in São Paulo alongside the launch of its local e-commerce platform.

“We are very excited to connect with the Rio audience, which has a unique relationship with fashion. The arrival in Rio de Janeiro marks an important step in H&M’s expansion in Brazil, and still in 2026 we will open another store in the city, further strengthening our local presence,”

says Joaquim Lopes, Country Manager of H&M Brazil.

Designed as a bright, modern, and inspiring space, the store offers customers the opportunity to explore the newest collections in an engaging and exciting shopping environment. The expansion into Rio de Janeiro reflects H&M’s ambition to deepen its connection with one of Brazil’s most influential cultural hubs, known for its energy, creativity, and strong spirit of self-expression.

More than the opening of a store, this moment represents the beginning of a new chapter for H&M, marked by innovation, diversity, and closeness to our customers. Being able to experience this process from the very beginning is a source of great pride,”

says Fernanda Chaves, Store Manager at H&M RIOSUL Shopping Center.