Two hundred shoppers were the first to look inside the New Zealand H&M store last night as the retailer celebrated its launch in style.

The clothing retailer is opening its first store in Auckland tomorrow, but hosted guests and business people at a pre-launch event that included canapés, drinks and entertainment as well as shopping.

The long-awaited reveal of the 2300sq m store at Sylvia Park is expected to bring crowds when it opens to the public - and guests last night were not disappointed.

Maia Cotton, Sally Ridge and Jaime Ridge get a preview of the Auckland H&M store last night.
Maia Cotton, Sally Ridge and Jaime Ridge get a preview of the Auckland H&M store last night.

H&M went all out for its launch party, rolling out a red carpet and with a full team of staff on hand. Shoppers that have visited H&M overseas will be on familiar ground with the store layout designed to match its international outlets. White walls and flooring, mirrors and bright lighting highlight the stores otherwise simple design, with clear sections for mens, womens and childrens clothing.

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Guests including netballer Maria Tutaia, The Bachelor contestants Ceri McVinnie and Claudia Conaglen, and Jaime and Sally Ridge were among those shopping at the opening and enjoying champagne and cocktails.

Spanning two floors, the outlet had been dressed up for the night with lighting and displays, and entertainment from Gracie Taylor, Jupiter Project and Dan Aux. Those attending the event were given a goody bag with an H&M leather wallet to take away.

Two hundred shoppers attended the VIP opening last night. Photo / Holly Ryan
Two hundred shoppers attended the VIP opening last night. Photo / Holly Ryan

The store will offer its AW16 Studio collection that was shown during Paris Fashion Week earlier in the year. Shoes and accessories will be available at the store but customers will miss out on the company's new beauty collection - which is not yet available in Australasia.

"Kiwi consumers will have access to collaborations with big designers including Kenzo, which is already will be available in the store on November 3rd."

It is expected H&M will expand across New Zealand once its Auckland store settles in. Australia now has 10 stores.