News article

H&M now open in Belarus

On Saturday September 28 it was finally time for the opening of the first H&M store in Belarus. Over 2000 new customers came to the store in Minsk to celebrate, shop and be a part of the grand opening. With the opening of H&M in Minsk, H&M is now present in 73 markets globally.

28 Sep, 2019

The first people to enter the store lined up as early as the day before with the first customer arriving at 2pm spending over 20 hours in line waiting for the store to open. The customer received a gift card worth 300 BYN, number two in line received a card worth 250 BYN and number three 200 BYN. The following 1000 received a gift card worth 30 BYN.

In the morning H&M treated the new customers with coffee as well as entertainment from DJ Laurel and singer ZENA. The staff performed the signature H&M opening dance with a twist of Belarusian folk choreography. At noon H&M finally opened the doors to the eager customers waiting, after cutting the ribbon with help from Saed El-Ashkar, Fredrik Olsson, Veronika Chudakova and Olga Tolmacheva. 

ZENA performing outside of the store
“We are very happy to open the first H&M store in Minsk! Now everyone in Minsk will have the opportunity to buy fashion and quality at the best price in a sustainable way in our new store.”    

Says Saed El-Ashkar, H&M country manager in Russia, Kazakhstan and Belarus.    


The new two-story H&M store is ​​1,757 square meters and located in the Galleria Minsk shopping center. The store includes ladies, men’s, kids and divided and is open daily from 10-22. 

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