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H&M Brisbane Flagship Store

Home > Brisbane > Fashion | Rainy Day | Shopping
by Julian Groneberg (subscribe)
Freelance copywriter and blogger. Avid dog owner, living in East Brisbane. If you like my articles please hit subscribe or 'like' at the end of the post! To hire me visit www.contentwriterbrisbane.com.au for a range of copywriting services
Published November 13th 2015
H&M Brisbane CBD is at 170 Queen Street Mall, located at the old Broadway on the Mall site


2015 has been the year for H&M in Queensland. Following on from the opening from the shopping centre outlets of Indooroopilly in March and Garden City's 2 level store in May, with the state's flagship high street store open since November 14, the Swedish fashion giant's Brisbane trifecta is complete.

200 people in line were lucky enough to be given a H&M gift card between $20-1000 dollars. We were not one of them!


The brolly's handed out proved to be a godsend for the dedicated shoppers who braved the Brisbane rain. Photo: John Dulip/Facebook


H&M definitely know how to do store openings, with the first two outlets opening to much fanfare, the global fashion retailer also ensured fans weren't disappointed in the lead up to the Queen Street opening, despite dedicated shoppers queuing for hours, much of it in the rain. It's no doubt an exciting time in Brisbane for international fashion brands. Not only have we had Top Shop on Elizabeth Street opening in 2013, also following's H&M's arrival to the Queensland market in 2015 will be ZARA, as well as Japan's Uniqlo, joining H&M's concept store in the redeveloped Broadway on the Mall at 170 Queen Street.

I've been a fan of H&Ms on point styles and affordable threads since discovering their jeans in Germany back in 2007, so arriving for the grand opening for their CBD store was an occasion not to miss, even though I wasn't one of the few at the front of the line who had camped overnight in anticipation. Now that's dedication…

I was, however among a seemingly never ending string of people queuing in hope of being on of the lucky 200 people to be handed a H&M gift card, with mystery amount ranging from $20 to $1000. Despite not being one of the lucky to be bequeathed with a gift card after arriving at 7.30am, everyone in line were handed beach totes, filled with a random array of goodies, included towels and brolly's which proved to be very useful as the hours wore and the rain became steadier.

Tote bags filled with goodies were handed out to everyone in the massive queue which ran half the length of the Queen St mall.


Free coffees and cookies were also handed out at several occasions to keep spirits high, and pop music played from a DJ keeping the people in line (mostly hyper tweens) happy despite the rain.

As the doors were flung open at 9.50, 10 minutes ahead of schedule, we funnelled in and were greeted by a bevvy of staff. The media were also on site to capture the hype as people piled into the 3500 square metre store, the largest of the three Brisbane H&Ms.

The 3500 sq metre is Queensland's largest H&M outlet


The media were also there to capture the mania.


If you've yet to experience the fashion powerhouse that is H&M you can read more about at the chain over at my WeekendNotes review of the Garden City store. Essentially, there are pretty much all kinds of garments, for all seasons, at all kinds of prices. Some bargain basement threads which probably won't last for too many washes before they lose their shape, but the more premium ranges will have the look and the quality to rival what you'll find in Myer and DJ's.

Brisbane CBD is one of the few stores in the franchise to carry the H&M homewares range


From the upper level, looking down towards the mall entrance.



What really got me excited however is the homewares section, only available in H&Ms bigger stores. Ever since I spied at the Melbourne GPO store, I've been wanting any excuse to adorn my home. Scented candles, copper tea and coffee trays, timber vases and soft furnishings galore tempted me while in store. I did end up keeping myself in check purchasing just table runner with my clothes, but will definitely be back once I've studied more what I need, rather than just succumbing to impulses.

One thing is for certain, H&M's Brisbane City arrival is a very welcome addition to the retail scene in Queen Street Mall, and further helps cement Brisbane as an international shopping destination. In my view, for a city like Brissie, that's only a good thing.
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Why? Threads to make you look the goods.
When: 7 days.
Phone: Not available at time of writing.
Website: www.hm.com/au
Where: 170 Queen St, Brisbane
Cost: Garments range between $10-100
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