Swedish retail giant H&M opens flagship Sydney store

Giant Swedish fashion retailer H&M opened its Sydney flagship store on Saturday with a morning of music, flash dancing and gift bags.

A small crowd of die-hard fashionistas lined up before dawn to be the first through the doors and by 10am the mainly teen crowd had increased dramatically.

H&M managing director for Australia, Hans Andersson, was on hand to cut the store's ribbon at the Pitt Street Mall.

"We take the location of each building to capture something unique, especially with flagship stores; we are looking to make something new and better," he said.

Stefan Lutz, a 34-year-old German national was first in line for the store, arriving at 4am to secure his position. "It's the opening of H&M, I love the brand, and I know it well from Germany," he said.

For 14-year-old, Kim Attenborough and her friends from school who arrived at 6am, she was eager to see the options H&M had to offer.

"Most likely swimwear" would be the main purchases, along with "shirt and summer gear", Kim said.

And there is likely to be more excitement around the new CBD store when the Balmain X H&M collection opens on November 5, with rumours that American reality TV star and teen idol Kendall Jenner will be making the trip to Sydney for the celebration.