Icelanders queue for opening of first H&M store in the country

The H&M store in Smáralind in Kópavogur, a suburb of ...

The H&M store in Smáralind in Kópavogur, a suburb of Reykjavik. Mbl.is/ Ófeigur Lýðsson

On Saturday, August 26th, H&M, opened its doors to the general public for the very first time in Iceland, at Smáralind Shopping Centre. In just a few minutes the store was filled with more than 700 excited customers.

Mbl.is/ Ófeigur Lýðsson

The store opening was highly anticipated with locals queuing 24 hours before the opening to get the first glimpse of the new shopping experience and the extensive fashion collections on offer. The 3000 square metre store which spans two levels, houses a selection of fashion and accessories for men, women, youth and kids.


The hype outside the store began when H&M handed out queue numbers to excited fans. The lucky first 1 003 customers entering the store received gift cards, including 25.000 kr to the 1st in line, 20.000 kr to the 2nd and 15.000 kr to the 3rd in line. The 1003 fans also received a limited edition tote bag and a gift celebrating the opening of the store. The two actresses Lára Kristín Eiríksdóttir and Júlíana Sara Gunnarsdóttir counted down to the opening, followed by H&M staff performing a joyous team dance to add to the electric atmosphere.

Mbl.is/ Ófeigur Lýðsson



Karl-Johan Persson, the CEO of the H&M Group, Filip Ekvall, Country Manager for H&M Norway and Iceland, and Store Manager, Lovisa Gudmundsdottir, officially cut the red ribbon and welcomed the first eager shoppers. “We have been waiting for this day for a long time now and the response from the Icelandic public was well worth the wait! I am so proud to welcome shoppers to our very first store and we are pleased to be able to offer our customers added value through fashion, quality and sustainability at the best price,” says Filip Ekvall.


The H&M Iceland store is located at Smáralind, Hagasmára 1, 201 Kópavogur. Regular opening hours are Monday, Tuesday, Wednesday and Friday 11.00am – 19.00 pm, Thursday 11.00 am - 21.00 pm, Saturday 11 am – 18.00 pm and Sunday 13.00 pm – 18.00 pm.
Following the opening of the first store in Smáralind, H&M will open the second store in Kringlan the 28th of September 2017.

Mbl.is/ Ófeigur Lýðsson

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