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The 10 Top Brands Expanding into Latin America

A number of key brands are targeting Latin America in 2013 and beyond. To help marketers, media agencies and advertisers get a quick sense of what’s next, we developed a list of some of the major players for easy reference.

Aloft
After debuting new properties in Colombia in December 2011 and in Costa Rica this year, Starwood has announced plans to expand its Aloft hotel brand through 4 new properties: Aloft Panamá  in 2013, Aloft Mérida and Aloft Asunción in 2014 and Aloft Montevideo in 2015.

Amazon
In fall 2012 Amazon opened its first e-commerce site in Brazil. Rather than directly challenge large e-commerce players like Mercado Livre by selling all types of products, Amazon’s Brazil operation is focused strictly on the sales of e-books. Given the strong sales of tablets in the country and its booming books market, we could see a spike in Kindle sales in Brazil during 2013. No word yet on whether Amazon will target other countries in Latam.

Apple
In 2013 Apple plans to open its first Latin American store in Río de Janeiro, Brasil. While not exactly a huge incursion into the Latam marketplace, it seems likely that success with this store should lead to more, especially when you consider that Apple’s iOS system is dominant among the mobile devices owned in many Latam countries and the increasing sales of both smartphones and tablets in other Latam markets, including México and Peru.
Also noteworthy is that Apple has opened its iBookstore in Latin America, selling books in U.S. dollars in Argentina, Bolivia, Brazil, Chile, Colombia, Ecuador, Mexico, Paraguay, Peru and Venezuela. So far only 3,000 titles are available in Portuguese, while some 12,000 are available in Spanish.

Colloky
This chain specializes in children’s clothes and recently indicated it plans to open at least 30 stores in Colombia over the next 5 years. It’s currently the market leader in shoes in Chile, where it has 34 stores, and has recently expanded to Guatemala.

Dunkin Donuts
In summer 2012 the company announced plans to open 125 stores in Latin America over the next 10 years via a partnership with Fagase, S.A., Donucol and Nutra. The expansion includes 38 new stores in Chile, 70 in Colombia and 25 in Peru. Currently there are 300 Dunkin Donuts stores in Latin America in countries that include Chile, Colombia, Peru, Panama, Ecuador. Honduras and Guatemala.

Express
The apparel retailer will be opening more than 30 stores over the next 5 years in Peru, Panama, Costa Rica, Colombia, the Dominican Republic, Ecuador, El Salvador, Guatemala, Honduras and Nicaragua.

Gap
The clothes retailer noted strong initial success with its store in Santiago, Chile, as well as with its store in Panama. As such, the chain has plans to expand to Colombia, Uruguay and Peru, with Brazil as another possibility.

HBO GO
The company launched this service—which allows download of HBO content to mobile devices to subscribers—in Colombia in November 2012, after a successful launch in Brazil earlier in the year. In Colombia the service will only be available via the Internet at first but eventually subscribers will be able to access it via tablets and other mobile devices. Available content includes not only popular American shows like The Sopranos, Rome and Boardwalk Empire, but also ones produced in Latin America, like Capadocia and Prófugos. The company previously announced plans to expand the service to 23 markets in Latin America in the coming years.

Hilton
The hotel chain recently announced that it will be opening its first hotel in Río de Janeiro in June 2014, to be called the Hilton Barra. Currently Hilton has 51 hotels and resorts in Latin America, with plans to develop more in Argentina, Brazil, Colombia, Costa Rica, Mexico, Panama, Peru and Uruguay.

Sephora
The beauty company opened its 6th store in Latin America in Mexico in November 2012, with plans to open 5 more in the country in 2013, including one in Cancun and another in Guadalajara. The brand plans to open 50 new stores in Latin America by 2016, with the majority of them in Brazil—not surprising given the booming beauty market in the country.

Starbucks
In June 2012 the company announced plans to open “several hundred” stores in Brazil over the next 5 years and more than 300 new stores in Argentina and Mexico by 2015.

To find out how we can help you reach Brazil, Latin America or U.S. Hispanics via a strategic campaign across all media, please contact us.

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