FEMSA Invests in Jalisco
FEMSA is strengthening the expansion of its discount-store business in Jalisco with a new distribution center (DC) in Tlajomulco, backed by an initial investment of approximately US$13.5 million.
The 10,000-square-meter facility is designed to supply up to 400 Bara stores, significantly expanding the company’s logistics capacity in the state. Bara currently operates around 150 locations in Jalisco, giving the new center considerable room to support future growth.
The distribution center began operations on August 17, initially serving 69 stores. By September, that number had increased to 144 locations. From Tlajomulco, the facility supplies stores in southern and eastern areas of the Guadalajara metropolitan region, where Bara is concentrating part of its expansion strategy.
The facility currently employs 122 people, with FEMSA expecting the workforce to exceed 250 employees next year. The company is also planning additional logistics infrastructure as Bara continues to expand its retail footprint.
The new DC is part of a broader US$211 million investment commitment in Jalisco through 2031. FEMSA said the investment will support commercial expansion and the infrastructure required to sustain it, with the overall plan expected to generate up to 6,000 jobs across stores and distribution centers.
Bara has rapidly increased its presence in Mexico. The chain ended 2024 with 479 stores and 2025 with 636. By June 2026, its network had grown to 786 locations, after adding 112 net stores during the second quarter alone. Over the previous 12 months, Bara added 253 establishments, representing a 47.5% increase in its store base.
The rapid expansion has also translated into higher sales. Bara reported 35.8% year-over-year sales growth in the second quarter of 2026, while same-store sales increased 11.3%. FEMSA has identified the format as an important growth opportunity and estimates that Bara could eventually reach 1,500 stores in Mexico.
Jalisco has become an important market for the strategy. In May, Bara announced an investment of more than US$22 million to enter Puerto Vallarta over the following three years, with plans to create more than 600 direct jobs.
Bara's expansion comes as discount and proximity-store formats gain ground in Mexico, with retailers seeking to capture frequent, price-sensitive purchases through smaller locations, concentrated product assortments and lower operating costs.
For FEMSA, expanding the distribution network alongside its store base is becoming increasingly important. The new Tlajomulco facility provides additional logistics capacity while positioning Bara to continue opening stores across Jalisco and other markets in the coming years.
