About 50 staff danced a welcome to their customers this morning, after the city's newest mega mall opened.
People have lined up since 5am to get a first look at stage two of Tauranga Crossing.
Children from Tauriko, Greenpark and Taumata schools dropped the ribbon, letting hundreds of shoppers file in.
Jay Reeve gave a countdown from 10 before the crowds were welcomed into the shopping centre.
Tauranga Crossing opened its doors to 45 new stores, 17 new dining options and an 800-seat cinema in stage two of the $150 million development in Tauriko.
Jenny Walker arrived at 5.45am to be first in line for H&M.
Walker lives in Tauranga but was from Canada where the brand was "pretty big".
"In Canada we line up the night before with our sleeping bags," she said. "I thought I was going to be late."
She was wearing an H&M scarf she had bought 10 years ago. "Its such good quality for a good price."
Staff cheered at clothing store H&M as they welcomed their first customers, but there is a huge line waiting to get in.
Natasha Peacock, Ashley Brown, her baby daughter Annabel Lake, and Grace Aanedwiel were the first few customers in line for Tauranga Crossing.
Peacock said they had waited in line since 6.20am.
"We wanted to make sure we were in the first 100 so we got up early," she said.
"It is pretty good having one of these on this side of Tauranga," Aanedwiel said.
Tauranga sisters Sophia and Neve Fraser-Brown waited in line since 6.40am.
"It's great Tauranga had the opportunity to have a new shopping mall," Sophia said.
Tauriko resident Wendy Lowe was excited to have a shopping mall in her neighbourhood.
"The best thing that happened here was Pakn'Save but this is huge."
Tauranga Crossing chief executive Steve Lewis said he was very excited to be opening Tauranga's newest mall.
"This is a culmination of many hours of hard work by many people," he said.
"It is great to finally be opening."
Lewis said about 1000 people were employed in retail and restaurants inside the mall.
"It is great for the economy."
Brownless said he was excited to see the city's new mega mall open.
"It is going to make a busy area even busier," he said.
"It is destination shopping."
Councillor Leanne Brown said it was great to have a mall on each side of the city in Tauranga and the Mount.
"It is a game-changer for retail and hospitality for Tauranga," she said.
"Our research shows locals prefer to shop in their local areas."
Priority One chief Nigel Tutt said it was a great development for the city.
"It reflects Tauranga maturing as a city and provides better amenities for our growing city."
Shoppers can take a look at all of the new retailers in the mall until 9pm tonight.
When the Bay of Plenty Times visited the complex behind closed doors on Tuesday, staff were busy putting the final touches on their stores to reveal to the public for the first time this morning.
Today, shoppers are lining up for the much-anticipated opening of some of the city's newest stores including global fashion retailer H&M, Edge Clothing and footwear brand Solect.
Lingerie store Bras N Things and fashion brand City Chic will also open their first stores in the area, as well as footwear brands Skechers and Maher Shoes, and beauty clinic Nude Skin, and Laser Clinic.
A two-level dining area and entertainment precinct, featuring an 800-seat Event Cinema complex and Vmax screen with full recliner chairs and double day beds, will also open as part of stage two.
On completion, the 47,000sq m shopping complex will house up to 70 fashion, general merchandise, and service retailers.
Retailers opening today include:
* Bras N Things
* Cotton On Kids
* Cotton On
* Cotton On Body
* City Chic
* Edge Clothing
* North Beach
* Logo express
* Sunglass Style
* Tauranga Crossing Dental
* Maher Shoes
* Shampoo 'n' Things
* Lily's Florist
* Nude Skin and Laser Clinic
* Life Pharmacy
* Michael Hill
* Just Jeans
* Max Fashions
* Vish Beauty
* Merchant 1948
* K&K Fashions
* Stirling Sports
* Jay Jays
* Phone Life
* Barber Workshop
Restaurants and eateries opening on April 4 2019:
* The Observatory:
* Hawker & Roll
* Bird on a Wire
* Mad Mex
* Ramen IPPIN
* Epiphany Cafe
* Krung Thep Thai Street Food
* Shamiana – Second location in Tauranga
* Happy Valley
* Hello Sushi
* Barrio Brothers Express
* Kiwi Grill
* Tank Juice Bar
Within the enclosed mall:
* Muffin Break
* Boost Juice