The Swedish fashion brand H&M officially opened its first store in Paraguay on Thursday, at the Paseo La Galería shopping mall in Asunción, marking the company's debut in the country after more than a decade of expansion across South America.
The opening event was attended by H&M Group's global CEO, Daniel Ervér, and regional manager Anna Barigazzi, who is responsible for operations in Chile, Peru, Uruguay, and now Paraguay. To celebrate the inauguration, the first customer in line received a gift card worth G. 1,000,000, and the next 200 received cards of G. 300,000 each.
Daniel Ervér highlighted that Latin America plays a central role in H&M's global expansion strategy. "As CEO, Latin America plays a very important role in our global expansion roadmap. It is definitely where we want to grow," he said. The brand arrived in Chile in 2013 and has since expanded to Uruguay, Peru, and, last year, Brazil. Argentina is planned for 2027.
Ervér explained that Paraguay represents a concrete opportunity, with a gap in the market that the brand aims to fill by offering exceptional value for money, combining current trends with quality basics. He also noted a growing affinity for fashion among Paraguayans.
The entry strategy into the country includes opening a second store next week, in the Perseverancia District, replicating the approach previously adopted in Brazil, where two stores were opened in the same week. The company hired about 170 employees for the two units in Paraguay.
Anna Barigazzi emphasized that the arrival in the country is the result of collaborative work by several teams and highlighted the training offered to new employees, who were able to exchange experiences with colleagues from Chile, Uruguay, and Peru. She reiterated that the brand's goal is to democratize fashion, combining style, affordable price, and sustainability.
The new store at Paseo La Galería will operate Monday through Thursday from 9 a.m. to 9 p.m., Friday and Saturday until 10 p.m., and on Sundays and holidays from 10 a.m. to 9 p.m. The space offers the brand's full catalog, including adult and children's fashion and home goods, with an interior design that prioritizes LED lighting and sustainable materials.