Varangian guests: how H&M opened the first store in Ukraine (photo-report)

Concert, prizes raffle, staff dances and a multi-hour queue: the Swedish clothing brand H&M opened its first store in Ukraine.

On Saturday, August 18th, there was literally not pushing through in the Kiev SEC Lavina Mall: metropolitan (and not only) mods and fashion women gathered for the first in Ukraine store H&M opening. RAU correspondent visited the event and prepared a detailed photo-report.

Long way

The saga with the Swedish giant release to Ukraine lasted for several years: the international company looked at the country for several years, studied the market potential, consumer preferences, and the effective demand level. Rumors about the brand imminent entry the Ukrainian market have appeared since the 2010 beginning, but each time it either turned out to be a fake, or there was a force majeure that forced the Swedes to carry the opening again and again. For example, market participants were confident that the first H&M will open in 2014-15 in the SEC Respublika, but plans did not destined to come true. The Revolution of Virtue, and the subsequent annexation of the Crimea and the pro-Russian militants invasion into the Donbas, led to a large-scale political and economic crisis in the country.  Hryvnia catastrophic devaluation, a drop in the incomes and effective demand of the population, rapid leaving from the country of many international companies was the consequence of all this. The freezing of plans to develop number of brands and corporations, a collapse in the retail real estate construction, bankruptcies of banks and much more was also the consequence of all this. H&M once again for an indefinite period transferred its entry the Ukrainian market in such a situation, especially considering that the Respublika SEC passed into the state ownership for the Dmitry Firtash debts to the NBU.

Once again, rumors stirred the media, retailers and SEC owners at the 2016 end, when the H&M delegation visited Ukraine and held a number of meetings with the owners and managers of the capital leading shopping malls. But even then there were few specifics: the Swedish holding refused to comment on any rumors about an imminent entry in Ukraine.

Finally, in October 2017, the company officially confirmed its intention to open the first store in Ukraine in 2018 – in the SEC Lavina Mall. In this year spring it became known that the store will open in August, and in July the retailer also announced the exact date – August 18.

“Awaited” in Lavina Mall

It do not be surprised by the unprecedented hype which the H&M opening caused in the capital’s shopping lovers, taking into account such  background.

And the most active and impatient, such an impression, took the turn from the evening. If it were possible to break up the tent city in the SEC hall, most likely, there would be those who would like to stay and spend the night right under the doors of the coveted store. However, an impressive crowd gathered in the Lavina Mall an hour before the planned opening, even without an overnight hour. No doubt, this was influenced by the promised draw of gift certificates for 10 000, 3000 and 2000 UAH, which was held among the first registered buyers, and also the promised discounts of 15% for the goods whole range.

The red carpet, stretched from one entrance directly to the store doors, was prudently padded with a zigzag to accommodate more people. This did not help much: it was instantly filled by people, and even more the Swedish brand fans waited their turn further along the corridor.

Some, tired, sat down to rest on the red carpet. The unspoken motto of all the shopping fans on this busy day was: “H&M requires sacrifice!”

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What was noteworthy: it was predicted that the bulk of buyers would be pampered by all new young people, which, moreover, traditionally sympathize with Western brands. It did not happen at all: buyers of middle and old age could be noticed among the crowd waiting for the store opening people.

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The organizers prepared a large-scale entertainment program in order to the audience was not bored waiting. The guests were entertained by the presenter, telling various remarkable facts from the H&M history, he encouraged everyone to be photographed with posters “I Love H&M” and similar content. Incendiary DJ sets rattled in the Lavina Mall atrium, and young buyers willingly danced to popular tunes and posed for numerous correspondents.

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The performance of dance by the employees of the first in Ukraine H&M was a separate program number. Perhaps, some of them did not have enough experience and skill, but the desire and dedication was not to occupy.

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All the events were filmed on the cameras not only by journalists, but also by SEC ordinary visitors. They did not have desire to stand in line for a good one and a half hundred meters, but to witness an extraordinary event for Ukraine – with excess. So all the best places for filming were very quickly occupied, and photographers had to put a lot of effort to get the most interesting perspectives.

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The Brunettes Shoot Blondes group also delighted guests of event in addition to volunteers from among H&M’s employees. But even the popular boys band could not distract visitors from the main: the first in Ukraine store H&M solemn opening.

“First went”

He was preceded by a small but emotional and touching ceremony: the H&M Managing director Fredrik Olsson, the company’s CEO in Ukraine Dominik Fantacchino and the store H&M Director in Lavina Mall cut the red ribbon and triumphantly raised hands over heads.

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And then the security let the first customers to the cherished doors of the long-awaited brand store. They finally got inside and began picky picking up purchases, slightly lingering at the entrance.

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The store occupied ​​2900 sq., and, as the H&M Managing Director Fredrik Olsson explained to RAU, it shows all the brand’s product lines. Here, both children’s clothing, and teenage, men’s and women’s collections, as well as goods for the home are offered for buyers. The choice is really impressive: on the first day, only the most inveterate cynics were able to get away without buying.

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Among other things and on the opening day anyone could make themselves a make-up “in the H&M style”. Than some did not fail to take advantage.

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The store is spacious, bright, with a lot of fitting rooms and several cash zones, which reduces the waiting time for fitting and payment. At least on the first day there were plenty of sellers at the outlet, always ready to prompt, show and help in making a purchase.

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However, most visitors were completely self-sufficient, without resorting to the consultants help.

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The first buyers already paid at the box office, but the queue for the doors shop did not less, on the contrary, it seemed that people were only getting larger.

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It’s hard to say how things will go in H&M in Ukraine in the future, but at least the store certainly collected an unprecedented sold-out on the work first day. Competitors will have to think about it and prepare a worthy response to the Swedes, especially since they have already announced the next store opening – in October in the SEC SkyMall.

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