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Much-awaited Swedish fashion store opens in Tel Aviv
Mar '10
An enthusiastic audience welcomed the opening of the first H&M store in Tel Aviv, Israel. From now on the fashion forward people can find a varied and extensive range of clothes and accessories at the best price. A second store will open next week in Jerusalem and a third one in April in Haifa.

The grand opening of the first store began with a ribbon cut by CEO Karl-Johan Persson, Andrew Horesh, Chairman Match Retail, Gilad Kronér, CEO Match Retail and store manager Michal Cohen which led hundreds of people who queued to flow into the new store in Azrieli Mall in Tel Aviv.

“It's been a fantastic reception so far in Israel; it feels great to finally be here with our first store. We are convinced that our business concept will suit the Israeli customer very well and together with the regional knowledge and retailing expertise from our franchise partner Match Retail we believe that there is great potential for H&M in Israel”, says Karl-Johan Persson, CEO, H&M.

“This is a much-awaited time for the fashion industry in Israel. We feel very proud to be chosen as H&M:s franchise partner in Israel and are committed to providing our customers with fashion and quality at the best price. We are looking forward to establishing H&M as a leading player in the Israeli fashion market”, says Andrew Horesh, Chariman Match Retail.

The first new H&M store will feature 2,000 square meters of fashion and stylish looks for the entire family, including high fashion must-haves for women, men, teens and children. H&M has become an innovator of style and is consistently proving that design and quality are not a question of price.

This spring the design team of over 100 designers at H&M offer a diverse style mix: Ethnic influences from all over the world, old Hollywood fashion classics and college styles. Sharp silhouettes boast angular lines with an 80's influence and in contrast there is soft feminine draping. Fabrics have new blends, structures and surfaces.

The store is opening with a floral explosion for women; a romantic garden collection is made using organic and recycled materials together with an injection of creativity inspired by green gardens, sundrenched landscapes and even 70's hippie chic flower-power – a trendy collection with a green approach and focus on sustainability.


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