Milei Management: massive landing of international brands and million-dollar investments throughout Argentina

Argentina is going through a phase of economic reconfiguration that is beginning to show concrete signs in the commercial sector, particularly in the clothing sector. In the midst of a scenario that combines structural difficulties with new opportunities, a trend is consolidating: the landing of international brands that plan investments in the medium and long term, reconfiguring the supply and functioning of the domestic market. This phenomenon, which began to become evident during 2025 and accelerated towards November of that year, responds to a change in the economic regime that modified the conditions for operating in the country.

Within this framework, different global companies began to evaluate — and specify — their entry into Argentina, with strategies that include partnerships with local partners, presence in high-traffic malls and five-year expansion plans.

Among the most important movements is the arrival of Dolce & Gabbana, which will open its first store in the country before the end of the year in the Bullrich Courtyard. This is a milestone for the firm, which had never had a direct presence in Argentina. His disembarkation coincides, in a striking way, with the resignation of Stefano Gabbana as president of the group. In turn, Armani will return to the country with the Tucci Group. Initially, it will do so with the Armani Exchange line at Unicenter during the next winter holidays, while its Emporio Armani line is expected to arrive at Patio Bullrich in 2027. The brand had left the country in 2009, when it closed its store on Avenida Alvear after facing restrictions on importing

.

Another key player in this new phase is Decathlon, which opened its first store in Argentina in the Al Rio complex, as part of an ambitious plan to open 20 stores in five years.

The initiative is led by Group One and will be complemented by the arrival of Kiabi, aimed at the whole family and already present in Uruguay.

At the same time, the Swedish chain H&M also focused on the country and is holding advanced negotiations to set up shop in different malls. According to sources linked to IRSA, the firm is looking for large surface areas in high-traffic shopping centers. Although there are no closed agreements, the first store could open in Alto Palermo, followed by Dot and Abasto, while Alto Avellaneda appears as an alternative under evaluation. The company said: “They were in Buenos Aires before the end of the year, they toured the locations and there were meetings

.”

The expansion process is not limited to a single segment. The children's brand Carter's, present in the country since 2018, announced a plan to open 30 stores in five years after partnering with a Uruguayan group. The new company, called The New Baby Company, will open its first store on May 8 in Galerías Pacfico.

Its general manager, Cecilia Carbajal, explained that the space will be 100 square meters, will be located on the first floor and will offer the complete collection of Carter's and Oshkosh, while for now it will not include Skip Hop products.

Also joining is the Danish group BestSeller, owner of brands such as Only, Jack & Jones and Balmohk, with a presence in 47 countries and more than 3,100 stores. Its landing will take place together with Grupo One, with a plan of 40 stores and an investment of USD 50 million over five years, consolidating a commitment in the medium and long

term.

The expansion also includes proposals aimed at a wider audience. Along these lines, after the openings of Sandro and The Kooples at Shopping Alcorta last year, Maje will arrive at the end of the month. The same mall will incorporate Magma on the Road, a multi-brand space with international labels such as Free People, Project Social and The Farra. Added to this is the consolidation of Farm Rio, which arrived last December in association with the Markova Group, with a proposal focused on sustainable fashion and colorful prints, achieving good reception among the local public

.

On the other hand, the Spanish brand Mango is preparing to return to the country with Grimoldi, with openings scheduled for September-October and new stores in the pipeline. In parallel, DOT Baires Shopping will add Victoria's Secret, Skechers and Miniso, expanding the offer to different consumer segments.

Finally, British firm Superdry announced an investment of between USD 40 and 50 million over four years, in partnership with Tango Fabric, with the ambition to position Argentina as a South American regional hub following its global restructuring process.