Kiko Milano commits USD 10M to expand retail footprint into Uruguay
To lead the local business, Kiko Milano has appointed Sofía Torrendell, a former L’Oréal executive with 17 years at the group, as General Manager of Kiko Milano Uruguay.
URUGUAY – Italian beauty retailer Kiko Milano is expanding its Latin American footprint with an €8.55 million (USD 10.0 million) five-year investment plan to enter Uruguay, a move that will establish up to eight stores.
The rollout will be executed in partnership with Grupo Antelo, a local retail operator that manages international brands such as Decathlon, Kiabi and Jysk in Uruguay, as well as the Car One shopping complexes.
Under the agreement, Kiko Milano will open its first store at Montevideo Shopping in late October 2026, followed by locations at Car One Punta del Este before the summer season, then Car One Canelones and a fourth outlet at Punta Carretas, while launching its e-commerce channel from day one.
Over the five-year horizon, the brand targets a network of around eight stores across the country, with Uruguay positioned as a strategic testbed and potential springboard for further regional moves, including a possible entry into Argentina if the Uruguay rollout meets expectations.
The project is expected to generate more than 100 jobs over the five-year plan, with the first hiring wave estimated at 25–30 employees for the initial phase.
The Uruguay expansion extends Kiko Milano’s Latin America presence, where it already operates in Brazil, Chile and Mexico, and aligns with a broader global growth push that saw 132 net new stores in 2025 and a global store count of 1,389 across 75 markets by year-end.
Uruguay will also receive one of Kiko’s newest retail concepts, a store format currently deployed at only one flagship location in Rome, signalling a focus on elevated in-store experience as part of the expansion.
This move comes shortly after Kiko Milano’s national U.S. retail debut with Macy’s, which launched on June 6, 2026, at Macy’s Herald Square in New York City and on macys.com, introducing nearly 650 SKUs across makeup, skincare and accessories to American consumers at scale.
The partnership marks the brand’s first major U.S. retail rollout, with select Macy’s locations offering on-site engraving and beauty advisors to guide discovery across Kiko’s full assortment, including bestsellers such as the 3D Hydra Lipgloss, Full Coverage 2-in-1 Foundation & Concealer, Unlimited Double Touch Liquid Lipstick, Long Lasting Eyeshadow Sticks and Maxi Mod Mascara.
The U.S. rollout will extend beyond Macy’s later in 2026, with standalone retail locations planned in key markets including Miami and New York City, as Kiko focuses on building visibility and access through high-impact retail experiences to further establish its presence with American consumers.
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