Crowds expected to throng to Tauranga H&M opening today

Local H&M fan Kylie Miller will be one of the many excited shoppers heading to the new store tomorrow. Photo / Caroline Fleming

Ingrid Mutsaers and her daughter Hope will be up bright and early this morning to be among the first shoppers walking through the doors of international fashion brand H&M's Tauranga store.

Hundreds of shoppers are expected to turn out today to the opening of the brand's fifth store in New Zealand.

The Lakes resident said she and her 15-year-old daughter Hope Gardner-Mutsaers would definitely be lining up for the opening first thing this morning.

Her daughter had been messaging her all week saying: "Mum, we have to go to the opening and we have to be there before 8am."

Mutsaers had always been a huge fan of H&M for the bright colours and good prices, and said she had often shopped there in her home city of Amsterdam before moving to Tauranga.

In November H&M New Zealand sales manager Daniel Lattemann said he expected hundreds of shoppers to line up at the doors when the new Tauranga store opened.

A DJ will be at the mall first thing this morning to entertain dedicated queuers before the official opening of Tauranga Crossing's second stage at 9am.

At the H&M store, an iconic team dance will be performed by all staff members before opening the doors to the public, along with a serving of traditional Swedish cinnamon rolls.

A countdown and ribbon cutting ceremony will follow the dance. The first 100 Tauranga Crossing and first 100 H&M visitors will get a free goodie bag.

When the store opening was announced back in November, social media was abuzz with people sharing their excitement.

Tauranga Crossing chief executive Steve Lewis said H&M was a "big drawcard" for the mall.

He said they were expecting significant numbers today and were sensing real excitement about the new mall.

Ten-year-old Ruby Jones hoped to get down to the store as soon as she finished school today.

Her family often made monthly trips up to the Auckland H&M store.

She described herself as a "huge H&M fan" and said she really loved all its clothes.

She said her first purchases would be some T-shirts and leggings.

Kylie Miller, who worked in Tauriko, said as someone who loved fashion and trends, she was beyond excited for the opening.

She said she and her colleagues would be regular visitors to the store in their lunch breaks.

"It's going to be so bad for my wallet."

The double-level store, known for its affordable fashion, would be the chain's fifth store in New Zealand and span about 2600sq m.

The Tauranga H&M store would employ about 50 people including store manager, department manager, visual merchandisers and sale advisers.

Tauranga Crossing will be opening its doors today to 45 new stores, 17 new dining options and an 800-seat cinema in stage two of the $150 million development.

H&M opening details

H&M opening activity begins after 9am.

• Live entertainment by DJ Jarrod Phillips kicks off the festivities and will continue throughout the day.
• Traditional Swedish cinnamon rolls called kanelbullar will be served.
• H&M goodie bags will be handed out to the first 100 customers.
• The iconic team dance, performed at every store opening worldwide, will be performed by all store staff members before doors are opened. The music and choreography is planned by the local store team.
• A countdown and ribbon cutting ceremony follows the dance.

Tauranga Crossing opening details

From 7am - DJ playing music, activations, canapes and coffee in the plaza
From 8am - All of the above continues and roaming entertainment - vocalists start singing on stage - Jay Reeve to begin MCing
8.40am - Haka performance
8.50am - Speeches - Steve Lewis, Mayor Greg Brownless
8.55am - Kids from four local Primary Schools pull bow to officially open the mall
8.57am - Jay Reeve back on stage MCing for the countdown to 9am
9.00am - Doors open