Swedish fashion retailer H&M announced on Monday that it will launch stores and online trade in Brazil in 2025, as part of its expansion strategy in Latin America.

Brazil will be the tenth market in the region for H&M, which opened its first store in Mexico in 2012 and is currently present in Peru, Uruguay, Chile, Colombia, Ecuador, Guatemala, Panama, and Costa Rica.

H&M said that Brazil has a population of over 210 million and a strong appreciation for fashion, making it a promising market for the company.

To support its entry into Brazil, H&M is partnering with Dorben Group, a retail operator that runs stores across 10 countries in Central and South America.

The move is part of H&M’s plan to accelerate its growth in the North and South America region, with a special focus on Latin America, the company said.