Superdry has opened its first store in Argentina, joining a wave of international retailers entering the country as President Javier Milei’s economic reforms ease restrictions on businesses.
Superdry launched its debut store at the Unicenter shopping centre in Buenos Aires, six years after its original plans to enter the market were delayed by trade restrictions.
The opening, which took place on 8 October, follows the launch of Superdry’s Argentine ecommerce platform in August and forms part of a wider expansion strategy across Latin America.
Superdry is working with local franchise partner Tango Fabric, which plans to invest between £30m and £37.5m over four years to support the brand’s regional growth.
The retailer is targeting up to 10 new store openings annually, with further expansion into Brazil, Uruguay, Paraguay, Bolivia, Chile, Ecuador and Peru planned from 2027.
Argentina is experiencing a resurgence in international retail investment following Milei’s moves to remove import licensing requirements, reduce trade barriers and ease currency controls.
Fashion and lifestyle brands including H&M, Mango, Kiabi, Armani Exchange and Victoria’s Secret are among the international retailers entering or returning to the market, alongside sporting goods giant Decathlon.
However, official figures published this week showed supermarket sales fell 3.7 per cent year on year in August, marking the eighth consecutive month of decline.
The influx of imported goods has also intensified competition for domestic clothing manufacturers, which are struggling to compete with cheaper overseas products.
Despite these challenges, international retailers are increasingly viewing Argentina as a growth opportunity following years of restrictive trade policies, although uncertainty surrounding consumer demand and the wider economy remains.
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