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Hong Kong's first H&M branch sets off shopper frenzy

A customer clenches his fist after being one of the first to enter Hong Kong's new H&M store yesterday. PHOTO: AFP

It was too much of an opportunity for Asia's shopping paradise to miss: the grand opening yesterday of Hong Kong's first branch of a major worldwide clothing chain.

And in their hundreds they came -- many of them teenagers -- queuing for hours to be the first in this fashion-conscious city to get their hands on the colorful garments sold at Swedish chain H&M's debut store in China.

More than 1,000 people gathered outside the downtown shop waiting for the 11am opening.

Many of them were lured by the promise of a limited number of trench coats personally signed by singer Madonna, one of the chain's celebrity designers, and 500 pairs of sunglasses.

Some had camped out for more than 24 hours.

"I suppose it is a bit crazy, but I love this chain," 22-year-old office worker Sandy Chiu said. "I'm also a big fan of Madonna."

Overnight they had either slept on the pavement or fought to stay awake.

"I ate lots of snacks and played my portable video game all night to keep myself awake," said student Cami Ip, 20, who had begun her long wait at 11am on Friday.

"I suppose it is a bit crazy, but I love this chain."

Sandy Chiu, 22-year-old Hong Kong office worker

When opening time finally came, the crowds poured into the store to cheers by staff.

As an added incentive, H&M brought forward by two weeks the launch of its M collection, designed by Madonna, in time for the Hong Kong opening.

H&M's flagship store will be the first of four to open in the southern Chinese city this year, said Nils Vinge, head of investor relations.

"We don't usually witness scenes like this at a store opening," he said. "We are very bullish about the Hong Kong retail sector."
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