French clothing retailer Kiabi will open its first store in Argentina next month, backed by a $20mn (€18.4mn) investment over five years to build a network of up to 20 outlets, La Nación reported on July 21.

The move adds Kiabi to a lengthening list of international fashion brands returning to Argentina, drawn by trade liberalisation under President Javier Milei even as the retail sector contends with weak domestic demand, and marks the chain's second South American market after entering Uruguay in 2023.

The first store is scheduled to open on August 11 at Florida 313 in downtown Buenos Aires. The 1,500-square-metre outlet will sell clothing for women, men, children and babies, alongside a home products range. A second store is expected later this year at the Portal Rosario shopping centre, the start of the retailer's expansion beyond the capital.

The rollout is led by Grupo One, a holding company formed by businessman Manuel Antelo with partners Pedro Aguirre Saravia and Sabine Mulliez, which brought sporting goods retailer Decathlon to Argentina in 2025 and is working to introduce Danish fashion group Bestseller. The first phase targets 10 stores within two to three years before the network expands to around 20 locations.

The investment is expected to create about 300 direct jobs and another 100 indirect positions. Kiabi also plans to launch an e-commerce platform to support an omnichannel strategy in line with its international operations.

"The Argentine market has a strong fashion culture and consumers who are highly engaged, informed and demanding. We believe our family-focused proposition has significant growth potential in the country," regional brand manager Elisa Tabarez said.

Founded in France in 1978, Kiabi operates 648 stores across 37 countries and generates annual revenue of about €2.5bn. The chain specialises in affordable fashion for the whole family, offering an extended size range alongside everyday clothing and home products.

Recent arrivals in the Argentine market include Mango, Superdry, H&M and Miniso, as well as several luxury fashion and watch brands.