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Flash mobs danced, DJs spun discs and the ubiquitous virtual Pokemon lurked as a crowd of about 800 shoppers massed at Charlestown Square for the opening of Australia’s first regional H&M outlet on Thursday morning.
The scene was more akin to a celebrity visit than a humble store opening, as well-drilled staff from the Swedish fashion chain danced, sang and cheered, whipping up excitement in the crowd ahead of the 10am ribbon-cutting by national stores manager Hans Andersson.
At the head of the queue, after a 3.15am start, were Charlestown brothers Jarod, 17, and Lachlan, 14, Oldfield, who had arrived at the centre in near-zero temperatures at 3.15am to secure their spot. Lachlan was substituted about an hour before the opening by his mother Sheryn, and allowed to leave, no doubt on the promise of a solid pocket-money bonus this week.
Behind them were friends Brianna Wood, 19, of Newcastle, Eliza Lindus, 19, of Maitland, Hayley Banks, 17, of Newcastle, and Emma Fitzsimmons, 17, of Newcastle, who had been in line since 4.30am, spending the first hour and a half on the cold concrete outside the centre before its doors opened at 6am.
While all fans of the affordable fast-fashion chain, they seemed as much taken by the occasion as the chance to snap up some opening-day bargains.
“It’s great, nothing like this ever happens in Newcastle,” said Brianna. “Such a big brand coming here and a big opening event like this.”
Centre manager Dwight Hodgetts said getting the chain, which has more than 4000 stores worldwide, to establish an outlet at Charlestown as part of the shopping centre’s “remix” was a retail coup.
“From the moment we announced H&M was coming to Newcastle, social media went into a frenzy, and that just validated straight away that we knew this was a great retailer and the market wanted this retailer at Charlestown Square,” he said.
“They are an international, iconic fashion brand. They take the latest fashion from the runway and they bring it to market very quickly, and it’s affordable, great prices.”
Lake Macquarie mayor Jodie Harrison, who was in the crowd looking on, said the arrival of the store, which has employed more than 80 people, was good for the region.
“This is really great for jobs in Charlestown, Lake Macquarie and the Hunter. It’s a real show of confidence by a major retailer in the economy of this area,” she said.
Shoppers streamed into the store as the doors were opened, with many making a beeline for the $4.95 specials racks, which included skinny jeans, tracksuit pants, women’s tops and men’s hoodies.
Amid the frenzy, several Pokemon Go fans were spotted in the act of catching the virtual beasts in store.
