Swedish retailer sets up flagship store (hktdc.com)


	H&M launched its flagship store in Hong Kong with the M by Madonna collection

Swedish fashion retailer H&M (Hennes & Mauritz) is the latest in a long string of international brands to set up shop in Hong Kong. It launched its flagship store in the heart of Hong Kong's financial and shopping district of Central this month.

"China is a strategic and exciting market with great fashion awareness and spending power. We see a vast potential for expansion. We are convinced that we can offer our Hong Kong customers added value through fashion and quality at the best price," said Rolf Eriksen, CEO H&M.

The new 3,500 sq metres store known for its cheap and chic pieces that copy looks straight off the catwalk opened to enthusiastic response from Hong Kong consumers. H&M's main drawcard was the M by Madonna collection on sale in Hong Kong two weeks before the rest of the world.

In April, H&M opens two new stores in Shanghai and during fall 2007, H&M will open three new stores in Hong Kong.

H&M follows other international store brands such as Mango and Zara which have already launched their shops in Hong Kong, a city still regarded as the favourite shopping centre for travellers among Asian cities.

H&M catapulted into the fashion limelight when it recruited high profile designers to create limited edition collections for the mass market. The company teamed up with Karl Lagerfeld (2004), Stella McCartney (2005) and Victor&Rolf (2006)