H&M to open its third Guatemala store at Portales

H&M is preparing to open its third store in Guatemala on 19 September 2026 at the Portales shopping centre in Guatemala City. According to a FashionNetwork report published on 7 September, the store will cover 2,141 square metres. Local expansion is led by Hola Moda, the brand’s partner for Central America, the Caribbean and Venezuela.

Portales to add family fashion and H&M Move

The new store will carry womenswear, menswear and childrenswear, alongside H&M Move, the Swedish brand’s sportswear range. This mix will bring clothing for different members of the family and sportswear together in one retail space at Portales.

The opening will also introduce an updated store design to the Guatemalan market. According to the published information, the premises will feature a new façade and an interior built around textures and neutral tones. These are the design details disclosed for the store, which will extend H&M’s presence into another retail area of the capital.

The arrival at Portales will be accompanied by promotional activities on 19 and 20 September. The available information does not specify any terms or particular offers, so the announcement of these activities should be distinguished from any customer incentives that may be announced later.

Three locations since its arrival in 2022

H&M officially entered Guatemala in 2022 with the opening of its first store at Miraflores. Covering approximately 2,000 square metres, that store offered fashion for women, men, teenagers, children and babies.

The next step came in December 2023, when the company opened at Oakland Place. With 2,500 square metres across two floors, that store introduced H&M Home to Guatemala for the first time. In that case, the expansion of the store network also brought an additional part of the brand’s range to the market.

Portales will be the third location in this sequence. Its announced floor area of 2,141 square metres makes it larger than the approximate size of the original Miraflores store and smaller than the Oakland Place outlet. This is a comparison of floor space, not sales or commercial potential: the source provides no store-level results.

The confirmed range for Portales includes H&M Move, but the published information does not mention H&M Home at the new location. It should therefore not be assumed that all three stores will carry exactly the same range.

Hola Moda leads local expansion

The news is relevant to the franchise sector because of the role played by the partner developing the brand in the country. H&M’s international operations combine markets managed directly by the group with territories served through franchise partners. In Guatemala, expansion is led by Hola Moda.

The regional partner also operates H&M in Costa Rica, Panama and El Salvador. According to FashionNetwork, this activity forms part of a strategy that has gradually brought the Swedish chain’s retail format to major shopping centres across Central America.

Hola Moda says the response since H&M entered Guatemala has exceeded its expectations. The company identifies the accessibility of its fashion offering for the whole family as one of the main drivers of local growth. That assessment comes from the operator: the information provided includes no figures for turnover, footfall or investment in the new store.

What to watch in this new opening

For franchise professionals considering Guatemala, the announcement offers a concrete expansion story to follow: three shopping-centre locations in the capital, with documented differences in floor area and product range. It also demonstrates continued local development under a partner active in other regional markets, without implying any public invitation for new franchisees.

Practical takeaway: anyone planning to visit Portales can use the scheduled opening date of 19 September and the announced product range as a guide. When assessing the business case, it is worth separating those confirmed details from the operator’s expectations and commercial results that have yet to be published.