Fruit of the Loom, a firm specialising in underwear and basic apparel, will land in Uruguay at the beginning of 2026. According to El País, the launch will take place through a partnership with Uruguayan group Lolita, which will not only be responsible for marketing in the country, but also in Paraguay, Brazil, Panama, Colombia, and Ecuador. The agreement makes Lolita the exclusive partner for Latin America.
Fruit of the Loom lands in Uruguay with a regional expansion plan led by Lolita – FB Fruit of the Loom
Martín Casana, Fruit of the Loom’s general manager for the region, explained to the local media that Lolita was chosen for its “regional experience, knowledge of retail, and a history of seriousness.”
As for the project in Uruguay, the brand will initially be sold in Otherside stores, owned by the Uruguayan group, and is expected to reach 14 points of sale in different departments of the country, such as Maldonado, Salto, Canelones, Florida, Lavalleja, and Paysandú.
The expansion plan could also include entering the supermarket channel in the first half of 2026, in addition to possible openings in other retail stores. In the long term, distribution will cover the six countries through sales representatives and local franchisees.
The offering will include underwear, T-shirts, sweaters, joggings, and more, with adaptations made according to each market. Products will arrive from plants in Mexico and Morocco, as well as from Lolita’s logistics centres in Uruguay.
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