Global fashion retailer H&M has announced plans to open its first store in El Salvador in the second half of 2025 through franchise partner Hola Moda. 

The move marks a continued expansion in the Latin American market as the company strengthens its presence across the region.

H&M currently operates in several Latin American countries, including Mexico, Peru, Uruguay, Chile, Colombia, the Dominican Republic, Ecuador, Guatemala, Panama, and Costa Rica. The upcoming launch in El Salvador will further cement the brand’s footprint in Central America.

In addition to the El Salvador opening, H&M previously announced plans to enter Brazil with its first store and online platform by the end of 2025. 

In 2024, the retailer opened 88 new stores globally and continued its efforts to revamp key locations across the U.S., Canada, and Ecuador. It currently operates in 77 store markets and 60 online markets.