Economic openness and stability drive the arrival of new global brands.
The phenomenon is also extending to the interior. Alto Rosario has managed to attract international brands such as Zara, Nespresso, Tommy Hilfiger, Calvin Klein, Pandora, and Birkenstock, consolidating itself as one of the most coveted commercial hubs outside Buenos Aires.
In parallel, new commercial developments are progressing with very high occupancy rates even before formally opening. This is the case of OH! Buenos Aires, the new shopping center that will replace the former Buenos Aires Design, where practically no spaces are left available, and operators claim to be selecting among various brands interested in entering.
Commercial operators also highlight an important change in the strategy of companies: they are no longer just looking to sell products, but to position themselves within comprehensive consumer experiences that blend gastronomy, entertainment, culture, and social spaces.
The Argentine Chamber of Shopping Centers has also recorded positive signals in recent months. During the “Shopping Fest” event, sales grew by 25% compared to a typical weekend, and traffic increased by 28%, driven by promotions, installments, and bank discounts.
While for years many firms left the country due to economic restrictions and ongoing uncertainty, Argentina has reappeared on the radar of major international brands, and now the main shopping centers are registering waiting lists of foreign companies looking to open stores and establish themselves in the Argentine market.
From the sector, it is highlighted that greater macroeconomic predictability, along with the normalization of imports driven by the Government of Javier Milei, has repositioned Argentina as an attractive destination for medium and long-term commercial investments.
Gastón Manganiello, marketing director of Grupo IRSA, explained that international brands no longer see the country as merely a short-term bet, but as a strategic market due to its size, consumption culture, and affinity with global firms. Currently, IRSA manages 16 shopping centers and has even created a specific area to support the arrival of new brands.
Galerías Pacífico stated that all its stores are occupied and there is a waiting list that includes at least 15 foreign brands. Among the firms that have recently advanced are Victoria's Secret, Zadig & Voltaire, and Tous, while other companies are seeking increasingly larger spaces to establish themselves.
