Fashion Retailer Cotton On Becomes Early Adopter of the 5×2 Retail Work Week Movement

28th September, 2026

Australian-born global fashion and lifestyle brand Cotton On is one of Brazil’s early fashion retail adopters of the 5×2 work week for all retail team members, following a successful trial in five new stores.

The move sees Cotton On Brazil transition from a six‑day work week to a five‑day work week, reinforcing employee wellbeing, engagement and work-life balance continues to play an important part of its business strategy.

Currently operating 34 stores across the country alongside an online store, Cotton On Brazil employs 330 team members. Since establishing a direct presence in the country with the first store opening in Brazil in 2014, Cotton On has pursued a disciplined growth strategy focused on reaching 100 stores, while investing in local talent, creating positive impact and tailoring its approach to the needs of Brazilian customers.

Over the past decade, the business has built a deeper understanding of the Brazilian market, laying the foundations for sustainable growth and strengthening its connection to the communities it serves. The company is confirmed to open another four stores in Brazil until the end of 2026.

Adopting a 5×2 work week for all retail team members supports Cotton On’s focus on team wellbeing, engagement and internal career progression, with store team members encouraged to explore opportunities across store leadership roles and broader responsibilities as the business continues to grow in Brazil.
“At Cotton On, our people are at the heart of every decision we make,” said Thais Vieira, Cotton On Brazil, Head of HR. “The introduction of the 5×2 work model is a significant step forward in our people strategy and reinforces our commitment to creating an environment where our team can thrive, both personally and professionally.
“We are a youth-oriented fashion brand offering our team members great retail career development opportunities in a work environment that prioritises team engagement, wellbeing and work life balance.”

The shift to the 5×2 model has been welcomed by employees across the business. Since joining Cotton On, Isabella Leopoldino, who currently works as store assistant at Villa Romana, store in Florianópolis, said the change to a shorter work week has been a “real victory”, allowing Cotton On team members to enjoy the best of both worlds, reflecting the company’s commitment to team and work like balance.

“As a student, the 5×2 schedule allowed me to balance my academic life, work, leisure, and rest time much better. I’m glad Cotton was one of the pioneers of this change,” said Isabela.

A growing part of the Brazilian community, Cotton On is committed to making a positive difference beyond retail. Through the Cotton On Foundation, the business invests in initiatives that help communities thrive and create lasting opportunities for young people.

As part of its first national partnership, the Cotton On Foundation committed to contribute R$3 million over two years to support the work of leading NGO Gerando Falcões, helping expand programs that positively impact young people and their communities.
Supported by Cotton On customers and team members globally, the Foundation has raised more than R$500 million since it began in 2007 to fund education, mental health and environmental initiatives around the world.

This purpose‑led approach reflects the growing expectation among workers for employers whose values align with their own.

Cotton On Brazil’s adoption of the 5×2 work week reinforces its position as an employer of choice within the retail sector. By prioritising wellbeing, internal mobility and purpose‑driven work, the business continues to evolve its people practices to support a more balanced, engaged and sustainable workforce.