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First Person Arrives For H&M Opening Tomorrow

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First Person Arrives For H&M Opening Tomorrow

Freydís Björg waiting in line for H&M's opening in Smáralind

Freydís Björg, H&M's first customer in Iceland.Photo: Tómas Geir Howser Harðarson

The first ever H&M store in Iceland opens in Smáralind, Kópavogur tomorrow morning. This event has been greatly anticipated by Icelanders, seeing as H&M is the country's most popular clothing store, despite the fact that there has never been an H&M store in Iceland before. Even though the store hasn't opened yet, someone has already started lining up.

H&M has been busy promoting the occasion, putting up a giant advertisement in central Reykjavík, only to have it removed a day later for not being in Icelandic. Last night, H&M also invited selected Icelandic celebrities to an opening party, complete with champagne and a red carpet. Not all party guests were keen on H&M's ethics though, with one guest in particular silently protesting the company's involvement with child labor, seen in the tweet below.

Ýmir Grönvöld silently protests H&M

The opening party wasn't the only way for the company to promote its arrival in Iceland. A few weeks ago, H&M announced that the first customer to arrive at the opening would be offered a 25.000 kr gift card. Eager not to pass up the opportunity, a young girl named Freydís Björg arrived, determined to be the first customer through the door.

In an interview with Vísir, Freydís claimed that she was allowed five, twenty-five-minute restroom stops during her waiting in the line. "H&M is my favorite store so this is just fun!"

Asked whether she had decided what to spend her gift card on tomorrow, Freydís told Iceland Review that she hadn't decided yet.

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