Argentina Sees Boost from Global Brands Expansion

Major international fashion and lifestyle brands are increasingly entering or expanding in Argentina following economic reforms under President Javier Milei, which have opened markets and increased investor confidence. Swiss sneaker brand On, known for its Cloudtec technology and ties to Roger Federer, began operations in Argentina in March 2024, with plans for dedicated stores in Buenos Aires by 2026. American personal care brand Bath & Body Works expanded its presence with a third store, while Calvin Klein and Tommy Hilfiger consolidated their positions through new locations in key shopping centers. Despite ongoing challenges such as inflation and limited consumer purchasing power, the positive response from brands signals a shift in Argentina’s image as a destination for global retail investment.