H&M confirms Argentina debut in Buenos Aires

H&M said on April 24 that it will open its first store in Argentina in 2027, ending years of speculation about a formal entry into the market. (hmgroup.com) (ambito.com) The Swedish fashion chain is entering with Hola Moda, the regional franchise operator that already runs the brand in parts of Central America and the Caribbean, according to Argentine business outlet Ámbito. (ambito.com) H&M Chief Executive Officer Daniel Ervér said the company expects to bring its “fashion and quality at the best price, in a sustainable way” to customers in Argentina during 2027. (ambito.com) The company has not publicly named a mall or street address. Earlier April reports in Infobae and El Cronista said H&M representatives had toured Buenos Aires shopping centers and that Alto Palermo was among the leading options. (infobae.com) (cronista.com) That makes the confirmed news narrower than the rumor mill: H&M has announced the country entry and the year, but not the exact Buenos Aires location. (hmgroup.com) (ambito.com) Argentina will become H&M’s 15th Latin American market with physical stores, Ámbito reported. H&M says the brand currently operates in 81 markets worldwide, with 3,616 H&M stores as of February 28, 2026. (ambito.com) (hmgroup.com) The Argentina launch comes during a tighter global expansion strategy. H&M said in its March 2026 quarterly report that sales in local currencies fell 1% in the first quarter, while the group had about 4% fewer stores than a year earlier. (hmgroup.com) Ámbito reported that H&M closed about 200 stores globally in 2025 and plans to reduce another 160 in 2026 while opening around 80 new locations in higher-potential markets. (ambito.com) Latin America is one of the places where H&M is still adding flags. Ámbito said the group recently entered Brazil, Venezuela and El Salvador, and plans to open its first Paraguay store in the second half of 2026. (ambito.com) For Argentina, the next milestone is simpler than the buildup around it: H&M has confirmed the country, the partner and the year, and the Buenos Aires address is still to come. (hmgroup.com) (ambito.com)