The successful American clothing brand Timberland returns to Argentina

Argentina is experiencing a true economic renaissance. After years of restrictions that drove away investments and limited access to quality products, the government of Javier Milei, with its firm trade liberalization policy, is managing to reverse that trend. The return of renowned international brands is a strong proof of the renewed interest in the local market, driven by an environment of economic freedom and prospects of sustained recovery.

In this context, the iconic American footwear brand Timberland announced its return to Argentina, after having withdrawn in 2019. The company plans to open several stores in the country during the second half of 2025. The removal of import barriers opens the doors to investments that once again trust the country.

The American company of footwear, clothing, and outdoor accessories—owned by the global giant VF Corporation, alongside Grupo Blanco, a national firm that already successfully operates other international licenses like Skechers and Havaianas.

Unlike the previous scheme, this time Timberland will adopt a mixed marketing model, which will include both exclusive stores and a wholesale channel, allowing for a more robust and flexible presence in the Argentine market. "The idea is to bring all the brand's items and for the stores to be similar to those abroad. We are already starting to receive products," stated Matías Blanco, CEO of the group.

The expansion plan projects between four and seven openings in the next four years, mainly in shopping malls in Buenos Aires, replicating the retail experience that Timberland offers in Europe, where it enjoys great popularity thanks to the global trend of oversized style.

The economic shift has been decisive. "The opening of imports facilitates the brand's expansion. At the end of March, there was a significant tax reduction on clothing imports, which favors competition and the growth of stores," added Blanco, making clear the positive impact of the recent measures by the national Executive.

Timberland's history in Argentina began in 1997, when it arrived in the country through Grimoldi, which managed the brand for more than two decades. At its peak, it had 12 points of sale distributed in cities like Buenos Aires, Córdoba, and Rosario. However, the economic difficulties of recent years, exacerbated during the Kirchner administration, forced Grimoldi to initiate a Preventive Crisis Procedure in 2019. The last stores closed in December of that year (Unicenter) and January 2020 (Galerías Pacífico), marking the end of a period of commercial retreat.

Today, the outlook is different. Grupo Blanco has demonstrated a strong commitment to attracting international brands. On April 4, it opened the first exclusive Skechers store in the country, located in the same Unicenter Shopping that years ago saw Timberland depart. The project includes 15 new openings in six years, reaffirming a long-term commitment to the Argentine market. "There is a trend to work with single-brand stores, to have greater exposure and to showcase the brand's potential in a single location," explained Blanco.

Additionally, from this year, Skechers is also distributed in sports chains like Sportline, Dexter, and Dash, allowing local consumers to access the same products sold in Miami, Madrid, or Hong Kong, without differences in quality or availability.

Havaianas, the iconic Brazilian flip-flop brand, also joined Grupo Blanco's portfolio with the opening of its first official store in Abasto Shopping.