Shop! Association has announced the launch of its new chapter in Central America & the Caribbean, expanding its global presence. Esmeralda Recinos and Federico Brisky, with over 30 years of industry experience, will lead the chapter. The mission is to foster best practices, innovation, and collaboration in the regional retail ecosystem. The chapter aims to elevate the shopper experience and promote ethical, transparent business standards. Operations will officially begin with the debut of the Shop! Awards in November 2025.