Fruit of the Loom Partners With Uruguay’s Grupo Lolita to Expand in South America

Fruit of the Loom looks South. The historic American brand has signed an exclusive partnership with Uruguay-based Grupo Lolita to lead its expansion across South America, starting in January 2026.

The agreement will see the brand roll out in Uruguay, Paraguay, Brazil, Panama, Colombia and Ecuador, according to the company as explained to Modaes. The first points of sale will open in Uruguay, with the product available through major retailers in the region such as Walmart, Carrefour and Tienda Inglesa.

As part of the strategy for the Uruguayan market, Fruit of the Loom will also be introduced in fourteen stores of Otherside, the low-cost fashion chain launched by Grupo Lolita in 2019.

“This alliance represents a great opportunity to grow in new channels, with high-rotation products and excellent value for money,” said Patricia Varoli, who has been appointed South American director of Fruit of the Loom. Based in Uruguay, Varoli joined Grupo Lolita earlier this year after nearly five years as a buyer at Disco supermarket chain.

Fruit of the Loom has a factory in Mexico

The deal marks a new chapter for both companies. For Fruit of the Loom, it’s a step further into mass-market channels in Latin America, while for Grupo Lolita, it signals a move beyond its traditional model of own-store distribution.

“Lolita combines regional experience, retail knowledge and a history of seriousness, making it the ideal partner to lead our strategic expansion,” said Martin Casana, general manager for Latin America at Fruit of the Loom.

Founded in the late 1800s, Fruit of the Loom is known for its basics, underwear and activewear. The brand already operates in major retail chains such as Walmart, Soriana and Sam’s Club and owns a manufacturing facility in Mexico, which supplies North and Central America.

Grupo Lolita to bring Fruit of the Loom to fourteen Otherside stores

In 2021, Fruit of the Loom collaborated with Inditex’s Lefties on a capsule collection. Grupo Lolita had previously distributed some of the brand’s garments decades ago.

The partnership also comes as Grupo Lolita continues to expand its own footprint internationally. As reported by Modaes, the company is preparing to open its first stores in Spain.

Founded in Punta del Este in 1960 by sisters Lolita and Greta Engelman, Grupo Lolita today manages a portfolio that includes Symphorine and Otherside, and operates more than 300 points of sale across countries such as Bolivia, Ecuador, Guatemala, Nicaragua and Panama.