Walking through Crown Street Mall a sea of red and white flags, banners and signs proclaim a clear message: Swedish fashion giant H&M is opening its Wollongong store on Thursday.
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And while the doors will remain firmly closed until 10am, the inside of the store was buzzing on Wednesday with dozens of fashionably dressed staff busily folding and refolding neat piles of clothes in preparation for the expected opening rush.
At other Australian H&M openings, keen shoppers have lined up outside overnight in an effort to be first through the door.
The Wollongong store will be the 15th in Australia, and the second in regional NSW after H&M opened in Newcastle in July.
Country manager Hans Andersson said the company was keen to make a good first impression on the city during it’s opening weekend.
“We know our concept works well in smaller cities in the rest of the world, and we have already had a very good reception in other regional cities,” he said.
Doors open at 10am on Thursday.