H&M in summer of 2015 will open a store with more than 25,000 square feet of space in Playa del Carmen in Mexico’s eastern state of Quintana Roo.

Playa del Carmen used to be a small fishing village until a passenger ferry to Cozumel was inaugurated. The popular tourist spot along the Caribbean has been evolving with new luxury condominiums, hotels, restaurants, entertainment venues and retailers.

H&M’s unit will be located in a mixed-use project encompassing an entire block along 5th Avenue between 12th Street and 14th Street, which is being developed by Thor Urbana.

The property will have 340 square feet of frontage on Fifth Avenue, Playa del Carmen’s main shopping corridor. There’s space for several other global fashion brands and plans have been announced for a Thompson Hotel, the first branded lifestyle boutique property in the Mayan Riviera, which runs south from Cancun to Tulum.

Forever 21, Zara, American Eagle, Nike, Hugo Boss, Victoria’s Secret, Diesel, Tommy Hilfiger, Armani Exchange, Lacoste and Guess have opened stores in Playa del Carmen.

“Playa del Carmen is one of Mexico’s hottest neighborhoods attracting visitors from around the globe in search of culinary delights, sunny beaches and world-class shopping and entertainment,” said Jimmy Arakanji, co-chief executive officer of Thor Urbana, adding that Playa’s 5th Avenue has some of the heaviest foot traffic in Mexico, with about 60,000 people walking by daily. 

“We increasingly see more top brands seeking out a presence in new markets across the globe,” said Joseph J. Sitt, ceo of Thor Equities and chairman of Thor Urbana. “H&M’s international designs and contemporary culture are ideal for Playa Del Carmen’s shopping district.”

H&M operates 3,443 stores in 55 markets worldwide, including six units in Mexico. Two are in Mexico City and the rest are in the country’s interior.

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