Grand opening: Shoppers descend on H&M store

POSSIBLY the only building in the country where a procession of people waiting in line did not signify a dole queue, Cork’s newest retail store threw open its glass doors yesterday to the city’s starving fashionistas.

Bang on 11am, store manager Linda Barrett from Limerick gave a businesslike snip to a giant red ribbon and Swedish clothing giant H&M launched itself on the pockets of hundreds of clothes-crazed women.

Outside, the hard hats of a hundred Bowen Construction builders clapped out a celebration as cameras rolled; inside Fay Rennocks, H&M area manager, pepped up her staff before the crowds came in.

“The focus is on family values,” she said, “remember to smile.”

Niceties aside, it was down to business and staff were encouraged to try and take in €50,000 per floor, or approximately €6,000 per hour per floor, by close of business.

Cue shoppers: as the red ribbon lifted, the swarm descended and buzzed its way around the store’s three floors.

First off the blocks was 22-year-old Gillian O’Connell from Kilkenny, who had travelled to Cork the night before.

“I’m queuing since 6am, I had to be here for the grand opening,” she said, “I love to shop.”

Down in the basement of the 1,800sqm store, Kristina Clohessy and Valerie Parker from Youghal, Co Cork, both aged 22, were pleased with what they had seen.

“It’s not too expensive and it’s well laid out, the models are placed at a height where you can see what’s on offer. We definitely give it the thumbs-up,” Valerie said.

Ryan Farrell, 21, originally from Glasgow but now living in Mitchelstown, Co Cork, was one of the few brave males to risk the stampede of overwhelmingly female shoppers.

“I’m delighted H&M has arrived in Cork and that they have a men’s department. Their Limerick store doesn’t and I missed being able to shop in H&M after leaving Glasgow,” Ryan said. “I got paid today and it’s definitely value for money compared to some of the other high street stores,” he said.

On hand to oversee the grand opening was Magnus Olsson, country manager for H&M in Britain and Ireland.

“We’re very happy to be here and it seems the customers are very happy that we are here too, hopefully the love affair will last,” Mr Olsson said.

Talks to locate H&M’s eleventh Irish store in Cork began pre-recession, but Mr Olsson is upbeat about what the future holds.

“We think what we have to offer – low prices coupled with fashion and quality – puts us in a good position and hopefully when the recession ends, we’ll come out of it strong,” Mr Olsson said.

Rent was ‘ok-ish’ he said, and space at a premium to flaunt their wares.

“We design everything in house, we have a design team in Stockholm and we’ll be offering new garments every day.

“We also collaborate with top designers, in November we’ll be selling Jimmy Choo in selected stores,” he said.

When Mr Olsson last visited Opera Lane, H&M’s new home was “a gaping hole”.

Now, a vision of glass, shiny blockwork and steel, it is the first of a number of international fashion chains to settle down in the environs of Emmet Place, where old and new nestle together and where the beautiful Queen Ann-style house – number 11 Emmet Place – forms the backdrop to an H&M interior glass wall.