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.
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.