To the delight of teens and others in Davis County and points north who have seen shoppers crowd H&M's first two Wasatch Front locations, the trendy Swedish fashion chain is about to give them a store of their own.
At noon on Thursday, Hennes & Mauritz as it is formally known, will open its third Utah store, in Farmington at the Station Park shopping center, just off the intersection of Interstate 15 and Highway 89, at 210 N. Central Ave.
In celebration, H&M will offer to the first 100 shoppers in line an H&M T-shirt, Access to Fashion Passes valued from $10 to $300, and other giveaways.
Promotions offered through the mall include a cosmetic swag bag to the first 400 shoppers in line, a chance to win a $500 shopping spree and free gift cards. Refreshments will be provided by Station Park eateries ParkStone Wood Kitchen, Settebello and Sugar Daisy Bakery .
The 24,000-square-foot store will include collections for ladies, men, young ladies and young men, with a separate "store within a store" section for accessories, lingerie, maternity and sports apparel. It also will carry H&M's new plus-size line, as well as the retailer's children's collection, which features clothing for newborns and ages up to 14.
As part of a global garment recycling program, customers at Station Park may donate old and unwanted pieces of clothing from any brand while in the store. For each bag of clothing donated, they will receive a voucher for 15 percent off an item of their choice on their next purchase.
To great fanfare and long lines, H&M opened a location at Fashion Place Mall in Murray in November 2011, and another at City Creek in March 2012. Company officials say other Utah stores are envisioned.
"In 2013, H&M plans to expand its stores throughout the best new locations in the United States," Danile Kulle, U.S. president for H&M, said in a statement. "The Mountain West region has proved to be a successful market for our brand, and we are thrilled to kick off the year by offering even more of our loyal customers in this region access to our collections for the whole family."
Pansy Tolou, H&M's West Coast public relations manager, said the Mountain West "is a big focus for us. The [first] two Utah stores have done well, higher than our expectations."
Since H&M opened its first U.S. location, on New York's Fifth Avenue, 13 years ago, this country has become one of the retailer's most important markets, with 272 locations nationwide. Internationally, H&M has more than 2,800 stores in 49 markets.
The company, known for its fashion-forward apparel, basics and low prices, is one of the world's largest users of organic cotton, and one of the retail industry's most influential players. Earlier this month, H&M led 30 international companies in signing a five-year, legally binding factory safety contract committed to improving safety at Bangladesh factories in the wake of a building collapse that killed more than 1,100 workers in the country last month.
"This is a huge tragedy that has prompted a major discussion in the industry," said Tolou. "We are doing everything in our power to have that discussion to avoid anything like this happening again."
H&M, founded in Sweden in 1947, has a global workforce of more than 94,000. Its largest market is Germany, followed by the U.S., United Kingdom and France.
The H&M Group includes H&M and H&M Home, as well as COS, Monki, Weekday, Cheap Monday and & Other Stories.
H&M Utah locations
Farmington • Station Park, 320 N. Station Parkway
Murray • Fashion Place Mall, 6187 S. State St.
Salt Lake City • City Creek Center, 30 S Main St.
Hours • 10 a.m. to 9 p.m., Monday-Saturday; noon to 6 p.m., Sunday (City Creek closed Sunday)