On Saturday 17 October 2015, H&M fans lined up for hours outside the clothing retailer’s South African flagship store, which opened in Cape Town at the V&A Waterfront.

Over 1,500 shoppers were waiting in line on the red carpet outside the store just after the doors opened at 10 am. Radio personality Ryan O’Connor welcomed the crowd and counted down the opening of the double-level, 4,700 square meter outlet.


Along with H&M South Africa’s Manager, Pär Darj, and Store Managers, Andries van den Berg and Peter Johannes, H&M CEO, Karl-Johan Persson, cut the ribbon on the red carpet and welcomed the eager shoppers.

Waiting in line was worth it – the first person in the queue scored a R2,500 gift card, and the following 500 people each received a R200 gift card. The first 3000 people in the store received a limited edition tote bag and gift to celebrate the event.


Earlier in the week, at the VIP opening party, celebrities and media previewed and shopped at the new store while enjoying fashion displays and bubbly. Notable guests included Cape Town’s Executive Mayor, Patricia de Lille, along with the likes of Bonnie Mbuli, Kurt and Dunay Darren and international supermodel Katryn Kruger.

H&M, or Hennes & Mauritz, is a Swedish multinational retail-clothing company that offers the latest trends and timeless apparel for women, men and children as well trendy homeware.

On Sunday, there was a manageable ten-minute wait in the queue. I was impressed with the number of staff assisting customers and keeping the store tidy. There is a range of price points ranging from extremely affordable to more high-end.

We were lucky to get the first store in Cape Town; Joburg will only get their H&M at Sandton City Mall on 7 November 2015.

Where V&A Waterfront
When Daily from 9 am to 9 pm
Contact +27 21 826 7451

Images courtesy H&M South Africa

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