QUEUES stretched around the Parade today as shoppers lined up to check out the stock at the new H&M store.

Hennes & Mauritz AB – more commonly known as H&M – opened its new store in the shopping precinct at 11am, welcoming the crowds of customers eager to see the new wares and receive their 25 per cent discount on opening day.

“I’m very excited. I can’t wait,” said Sarah Duncan, of Redhouse, who started queueing just after 10am in order to be among the first to get a glimpse of the store.

The 39-year-old said: “It’s a much bigger store with a much bigger range too.

“It’s a lovely atmosphere and everyone is really buzzing. 

“They handed out goody bags to everyone and every now and then they bring out something else, which makes the wait a bit better.”

To create a buzz around the square, staff put on a dance display to Mark Ronson’s hit pop song, Uptown Funk, after hours of rehearsals.

Queuing customers were also entertained during the wait by staff handing round goody bags packed with branded notepads and travel bottle pouches.

“The quality of the clothes and the pricing is always really good at H&M,” said Monro Selby, of Penhill, who was visiting the store with 32-year-old friend, Kim.

Kim said: “The clothes are really good quality and they last a long time.”

During the day visitors also enjoyed a variety of activities in the store, from face painting to balloon modelling. There was also a DJ and decks keeping the party going.

Laura Juul, a press assistant at H&M, said: “Whenever we relocate a store it’s usually because it’s a bigger store or in a better location.

"And here we do have a bigger store in a great location which has various transport links nearby.

“We’ve all been really excited, particularly the staff and the manager.”

The store, which boasts a sales area of more than 20,000sq ft, replaces the brand’s previous store in Regent Street and has created about 15 new jobs in a mix of full and part time positions.

Many of the new roles in the store have been filled by staff from the previous store in Regent Street.

The new store is made up of units which previously housed the clothing brands Primark and Peacocks, which have been knocked together to create one unit.

Carlos Duarte, the manager for H&M UK and Ireland, said: “We are excited to be relocating our store in Swindon and bringing more fashion and quality products to customers in a sustainable way.

“It’s exciting to continue to expand nationwide reaching both new and existing customers.”

H&M opened its first UK store in Brent Cross Shopping Centre, North London, in 1976, and now has shops in 250 locations nationwide.