Inditex boosts Bershka in the US with its first store opening

Madrid – Completing one of Inditex's major strategic moves for the 2026 financial year, Bershka has finally opened its first brick and mortar store in the US. The brand is its leading youth fashion label and the Spanish company's second-largest by turnover, behind only Zara. The US market continues to play a key role in the growth strategies for the company, which is chaired by Marta Ortega.

As previously highlighted by FashionUnited regarding the reopening of the flagship Bershka store in La Coruña as the brand finalised its move into the US, it was Óscar García Maceiras, chief executive officer of Inditex, who announced in late 2025 that Bershka would enter the US physical retail channel in 2026. For this financial year, the Spanish fashion multinational was preparing to take another leap forward in its conquest of the strategic US market. The major new development was leveraging its leading youth fashion brand. The Inditex CEO contextualised the decision, explaining it was made following the particularly strong performance Bershka had already seen in the US market via its online channel.

In this regard, during the December presentation of Inditex's third-quarter 2025 results, Maceiras highlighted that the Spanish fashion multinational had “exciting new projects” in the pipeline for each of its brands. The group's CEO elaborated on this, pointing directly to Zara and “the opening of our flagship store on Union Square in San Francisco,” as well as “a major refurbishment of our iconic Zara store on Fifth Avenue in New York,” and to Bershka. Regarding the latter, the Inditex CEO announced, “we can also confirm that, after an excellent online performance in the United States, it will open its first two stores in Miami in 2026”.

First store in Miami's Aventura Mall

Following that initial announcement, Inditex confirmed the decision regarding Bershka during the presentation of its 2025 annual accounts this past March 2026. At that time, just as Maceiras had done at the end of the year, the Spanish fashion multinational highlighted the opening of the first two Bershka stores in the US as part of its main initiatives for the new year. These stores will be located within the metropolitan area of Miami, Florida. This is the same retail environment the Spanish company chose for the return of Massimo Dutti to the North American physical retail scene during the 2024 financial year.

The parallels did not end there. It was soon confirmed that at least one of the two Bershka stores planned for 2026 would open in the same Aventura Mall in Miami where Massimo Dutti opened its first new store in the US in late 2024. This opening has become the first of the two planned, after Bershka's first physical store in the US opened its doors inside Miami's Aventura Mall this past Friday, August 7. The inauguration is doubly strategic for the company chaired by Marta Ortega. On one hand, it provides a decisive boost to Inditex's youth fashion brand in the US market. On the other hand, it benefits Inditex itself. The group is not only continuing to expand its commercial footprint in the strategic North American market but is also boosting its diversification in the country. This opening marks its third brand with a physical commercial presence in the US.

In this same vein, regarding the chosen location, Bershka is making its first move in its US physical retail offensive by adding its offering to the Aventura Mall, one of the most iconic shopping destinations in the entire Miami metropolitan area. The shopping centre first opened to the public in 1983 and has since undergone various major expansions and refurbishments to become the commercial complex it is today. In 2026, for the second consecutive year, the centre was recognised by the USA Today newspaper as the best shopping centre in the US. Amid a curated mix of retail operators, dining spaces, and art installations, companies and brands with their own spaces include Adidas; Aesop; Alo; Ami; Anthropologie; Balmain; Boss; Burberry; Bulgari; Cartier; CH Carolina Herrera; Chanel; Charlotte Tilbury; Chloe; Louboutin; Coach; Dior; Dolce&Gabbana; Fendi; Ferragamo; Givenchy; Golden Goose; Hermès; Hollister; H&M; Louis Vuitton; and many other US and international firms. Among these are fellow Spanish brands Flabelus, Tous, UnoDe50 and Mango, and the other Inditex brands, Massimo Dutti and Zara. Bershka now joins these names as the latest addition to the Aventura Mall's commercial offering, where brands such as Uniqlo, Celine, On and Rimowa are also scheduled to arrive “soon”.

“With its opening in Miami, the brand's debut in the United States takes place in one of the country's most renowned shopping centres and in an influential fashion epicentre, with a strong ability to connect commercially with Gen Z, millennial youth and the influx of tourists in Miami,” highlighted Bershka's management. The brand also stressed how its arrival in this shopping complex “is also an opportunity to take advantage of the good momentum of this location, which already has Zara and Massimo Dutti stores, reinforcing the Group's integrated model.”

A first store to “unlock” Bershka's full growth potential in the US, both physically and online

As for the store itself, Bershka's first physical point-of-sale in the US has been designed not only as its entry into the country's physical retail landscape, but also as an opening that will amplify the firm's online presence. The brand therefore receives a dual boost with this latest milestone in the North American market. This also reflects the omnichannel model adopted by the different fashion brands of the Inditex group.

To this end, and starting with the new physical reality that Bershka now has in the US, the brand will dedicate this first store to selling collections from its three main product lines: Bershka, the womenswear line; BSK, its line for an early teenage audience; and Man, the firm's menswear line. This commercial offering is displayed in a carefully designed atmosphere built around a restrained colour palette of three key shades: stone grey, sand brown, and bubblegum pink. These three tones are in keeping with those used by the brand for recent openings in Brazil and Sweden, the most direct references for this first store in the US. This point-of-sale highlights Bershka's clear commitment to fluid, yet more encapsulated and sensory, commercial environments. This aspect is enhanced through the use of a combination of materials capable of generating different impressions and sensations, such as wood, stone and ceramic.

Meanwhile, focusing not only on the store but also on how its opening will boost the firm's online growth, Bershka has deployed the full capacity of its omnichannel commercial model in the US with this inauguration. The integrated nature of its physical and online channels will be demonstrated by expanding the collections available on the Bershka US e-commerce site. It will also be evident through dedicated areas inside the Miami store for online order returns and collections. Additionally, customers will have access to new services, from checking in-store product availability online to click and collect for online orders.

Accompanying and celebrating this inauguration is a campaign starring American actress and singer Meg Donnelly, which can now be seen on the official Bershka website. “The careful architecture and design of the new store,” which also features a self-checkout area, “create a unified shopping experience where the architecture and product design reinforce the brand's identity,” stated Bershka. With this opening, the brand aims to continue building a community in the US, building on its “online presence” to “offer customers a fully integrated shopping experience” aligned “with Inditex's omnichannel strategy,” designed to “promote the efficiency” of its operations and “customer convenience.” This first new store will help to “promote the brand's connectivity” with its current and potential audience, “through exclusive benefits and future events for members of the Bershka customer community.”

Bershka, Inditex's largest brand after Zara

From a broader business perspective, this inauguration for Inditex as a group further expands its commercial presence, which reached 103 operational stores in the US (+4 net openings) at the close of its last full financial year in 2025. At that time, the retail network consisted solely of physical stores for Zara, with 102 stores in the US (+4 net openings), and Massimo Dutti, which ended the year with a single store opened in Aventura Mall in late 2024. The Spanish group has continuously sought to consolidate and expand its operations in the market since the US became its second-largest market at the close of the 2021 financial year, behind only Spain. The company plans to continue expanding and optimising the retail networks of its three brands already present in the country throughout 2026. This includes Zara, with the refurbishment of its Fifth Avenue flagship store; Massimo Dutti, with new stores in Miami's Brickell district and New York's Soho; and Bershka, with a second store also in Miami. This follows a 2025 financial year in which Inditex's pre-tax profit in the US contracted by 4.58 percent, from 415 to 396 million euros. This represents a 6.60 percent decrease from the 424 million euros recorded in 2022, the company's all-time high in the country to date.

Meanwhile, regarding the youth fashion brand itself, and pending the detailed performance of Inditex's brands, which the Spanish company will report on September 9 when it releases its accounts for the first half of the 2026 financial year, Bershka closed the full 2025 financial year with total sales of 3.29 billion euros (+12.15 percent). This figure not only consolidated its position as Inditex's second-largest brand by turnover, behind only Zara and its 28.05 billion euros in sales (+0.98 percent), but also as one of its fastest-growing brands. It was behind only Oysho, with 960 million euros in sales (+15.52 percent), and Stradivarius, with its 3.00 billion euros in annual turnover (+12.69 percent).

Launched in 1998 as part of Inditex's strategic diversification plan, Bershka's retail network, now including this first store in the US, currently comprises some 855 operational stores across approximately 70 markets. This follows its entry into Brazil and now the US as part of its key growth strategies for 2026. During this financial year, the brand continues to boost its retail network, which at the close of the 2025 financial year reached 852 stores (-2 net stores), 680 directly managed (-6 net stores) and 172 operated under franchise (+4 net stores). This figure positioned it at the close of Inditex's last full financial year as the group's second-largest brand by number of stores, behind Zara (1,500 stores), and ahead of Stradivarius (834 stores), Pull&Bear (791 stores), Massimo Dutti (511 stores), Oysho (383 stores), Zara Home (374 stores) and Lefties (215 stores).