More than 500 customers queued from 6am for the official opening of King’s Lynn’s new H&M store yesterday.
The queue reached the nearby bus station with shoppers waiting in the pouring rain for the 11am opening.
Minutes before the ribbon was cut, newly-recruited staff entertained the crowds with a dance routine.
Holly McCauley, who had been queuing at the Vancouver Quarter since around 9am, said: “It’s a great addition for Lynn and very much-needed. Other shops have done well from it this morning such as the Costa Coffee opposite.”
Aaron Gascoigne and partner Zoe Franklin were among the first 200 customers in the queue to receive a goodie bag.
Miss Franklin said: “We are looking for baby clothes as our baby is due January 31.”
Aimee Rutherford said she was excited to look inside the two-storey store.
She said: “I have been here since 9am. I love H&M, I love their jumpers and dresses.”
Alistair Cox, centre manager for the Vancouver Quarter, said: “It was great to see the buzz in town today with so many shoppers waiting to take a look around the new anchor store in town.”