The new Melbourne H&M Australia flagship store opening was a much-anticipated event as locals queued to get the first glimpse of the extensive fashion collections the brand has to offer.
The 5000 square metre heritage GPO building, which houses three levels of fashion, accessories and homewares, is in fact one of H&M’s largest stores globally.
The pre-party began at 6am, as customers queued down the iconic steps of the GPO and around the store. H&M Care Carts were on hand to serve coffee and juice to awaiting customers, whilst a beauty cart offered touch ups to excited customers waiting in line. Australian DJ Anna Lunoe hit the decks from 9am to get the crowd pumped and excited for the 10am store opening.
The mood was animated as the prospect of being the first to see inside the new store created a celebratory atmosphere. To further commemorate launch day, H&M gave away exclusive gift bags to those first in line.
H&M’s CEO, Karl-Johan Persson, Australia Country Manager, Hans Andersson and Store Managers, Tania Heywood and Glen Colliver officially cut the ribbon and welcomed the first eager shoppers. “It’s exciting to finally have the opportunity to bring H&M to Australian shores, especially to launch in the GPO building which is such an iconic and beautiful Melbourne landmark” said Hans Andersson, Australian Country Manager for H&M. “We have had an amazing response today and it is wonderful to see so many excited and happy customers in the store.”
The first H&M Australia store showcases apparel, underwear and accessories for men, women, kids and baby, as well as H&M’s Home concept, which delivers fashion for every room in the house.
A specially designed ‘Australia Exclusive Collection’ will also be available for the launch and features 47 items of limited edition apparel and accessories for men and women. Specifically designed to complement the Australian lifestyle, the women’s capsule collection was designed with a Bohemian girl in mind with a rock & roll edge, whilst the men’s collection drew inspiration from the Australian “surfer dude” with a more contemporary twist.
On launch day customers received a unique gift with purchase: a t-shirt designed by a student at Melbourne’s RMIT. To add local flavour to the launch, H&M collaborated with the University to run a design competition with their students late last year. The winning t-shirt design was chosen and produced to be a part of this milestone event.