Swedish fast fashion giant H&M is known for attracting frenzied crowds at its Australian store openings, and in Wollongong on Thursday morning the swarm of curious shoppers was no exception.
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A line several hundred deep stretched down Crown Street Mall, as DJs played pop tunes and red-and-white clad staff served up cake and showbags to waiting punters.
Right at the front was West Wollongong resident Najwa Haffer, who arrived hours early to secure her spot.
“I know H&M very well, I shop there in Sydney, Melbourne and Brisbane so I’m loving it, I’m excited to the max,” the young woman said.
And, while the crowd was stacked with zealous young things, people of all ages got into the spirit – including sprightly 84-year-old Patricia Bell who treated the crowd to an impromptu boogie before official festivities began.
Most enthusiastic was the squad of 48 new staff, who clapped and chanted from inside the store before bursting out to perform choreographed dances.
As the clocked ticked over to 10am, Najwa was finally able to skip through the doors – capturing the moment with a quick selfie – before other shoppers swarmed in behind her.
GPT’s regional general manager Antony Keenan hoped the opening frenzy was a sign of things to come.
“Judging by the enthusiastic response in the local community … we expect the retailer will further energise the ongoing transformation and rejuvenation of the Wollongong CBD,” he said.
Crowds will likely continue this weekend, with a four-day festival planned to celebrate the opening.