FEMSA expands Bara footprint with new logistics hub

FEMSA announced an initial investment of 240 million pesos to set up a distribution center in Tlajomulco, Jalisco, strengthening the supply network for its discount chain Bara. The facility is part of a wider 3,750 million peso plan in the state to be carried out through 2031, which is expected to generate up to 6,000 jobs across stores and logistics sites over the next five years. FEMSA also plans to construct additional logistics centers by 2028.

The new distribution center covers more than 10,000 square meters and has the capacity to serve up to 400 stores. FEMSA currently operates around 150 Bara units in Jalisco. Operations began on 17 August supplying 69 stores, before expanding to 144 locations by September, focusing on the south and east of the Guadalajara metropolitan area. The facility currently employs 122 people and aims to exceed 250 workers in the next year.

This logistics buildout follows an announcement in May committing over 400 million pesos to enter Puerto Vallarta over three years, which aims to create more than 600 direct jobs. Bara ended June 2026 with 786 stores, adding 112 net units between April and June and 253 locations over the trailing 12 months, marking a 47.5% rise in its store base. In the second quarter, Bara grew sales by 35.8% and same-store sales by 11.3%.

The chain finished 2024 with 479 locations, closed 2025 with 636, and added 38 units in the first quarter of 2026 before reaching 786 by June. FEMSA estimates Bara could eventually reach 1,500 branches. The discount segment remains competitive in Mexico: Tiendas 3B operated 3,624 stores and 21 distribution centers at the end of the second quarter, after adding 155 stores in three months and 874 units in 2025. By comparison, Walmart added 103 Bodega Aurrerá Express units in 2025, Chedraui opened 131 Supercito stores, and FEMSA added 157 Bara stores.