Swedish fast-fashion retailer H&M has officially entered the Brazilian market, opening its first physical store in São Paulo on Saturday while also launching online sales in the country.

The retailer is already producing some items in Brazil, including shoes, jeans and beachwear, while continuing to import other lines from markets such as India, Bangladesh and Portugal.

Speaking ahead of the launch, Joaquim Pereira, H&M Brazil’s country manager, confirmed that the brand plans to expand quickly. He added that the move into Brazil had been long in the making: “This courtship with Brazil has been going on for a long time,” he added, noting that the move took years of planning.

Pereira also noted that H&M intends to compete with strong local brands rather than focusing on Chinese rivals like Shein. “In Brazil there are many national brands that are very good, really very good. In terms of price, in terms of quality. I think it’s a very, very competitive market, regardless of whether it’s a Chinese company or a local company,” he explained.

The first store, located in a high-end shopping mall in São Paulo, currently offers women’s fashion, while a second branch opening soon will carry a broader range including men’s, women’s and children’s clothing, accessories and footwear.

“We want to have pricing that is inclusive,” said Magnus Olsson, H&M’s regional manager for the Southern Hemisphere. He added that the brand plans to grow its local production base while keeping to international standards.

The retailer also operates a 25,000-square-metre distribution centre in Minas Gerais, with capacity to expand to 40,000 square metres. Future store openings in other Brazilian states are expected, though no timeline has been confirmed.