News article


Today, 26th of August, shoppers eagerly awaited the moment when H&M – one of the world’s largest fashion retailers – opened its doors to the general public for the very first time in Iceland, at Smáralind Shopping Centre. In just a few minutes the store was filled with over 700 people.

26 Aug, 2017

The store opening was highly anticipated with locals queuing from to get the first glimpse of the new shopping experience and the extensive fashion collections on offer. The 3000 square metre store which spans two levels, houses a selection of fashion and accessories for men, women, youth and kids.

The hype outside the store began when H&M handed out queue numbers to excited fans. The lucky first 1 003 customers entering the store received gift cards, including 25.000 kr to the 1st in line, 20.000 kr to the 2nd and 15.000 kr to the 3rd in line. The 1003 fans also received a limited edition tote bag and a gift celebrating the opening of the store. Radio personalities Lára Kristín Eiríksdóttir and Júlíana Sara Gunnarsdóttir, counted down to the opening, followed by H&M staff performing a joyous team dance to add to the electric atmosphere.

Karl-Johan Persson, the CEO of the H&M Group, Filip Ekvall, Country Manager for H&M Norway and Iceland, and Store Manager, Lovisa Gudmundsdottir, officially cut the red ribbon and welcomed the first eager shoppers. 

"We have been waiting for this day for a long time now and the response from the Icelandic public was well worth the wait! I am so proud to welcome shoppers to our very first store and we are pleased to be able to offer our customers added value through fashion, quality and sustainability at the best price."

Filip Ekvall, Country Manager for H&M Norway and Iceland.

The H&M Iceland store is located at Smáralind, Hagasmára 1, 201 Kópavogur. Regular opening hours are Monday, Tuesday, Wednesday and Friday 11.00am – 19.00 pm, Thursday 11.00 am - 21.00 pm, Saturday 11 am – 18.00 pm and Sunday 13.00 pm – 18.00 pm.

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