Hundreds of frenzied shoppers descended on H&M’s Oxford Circus store in London like locust this morning, eager to get their hands on a the Matthew Williamson collaboration.
However the London Regent Street store was much quieter.
The H&M Oxford Circus store opened at 9am, an hour earlier than usual, and saw queues of people waiting to get inside to grab some key pieces from the Matthew Williamson for H&M collection, which had its first drop this morning. Most of the stock on the shop floor sold out within the first half hour, as dozens of shoppers continued to queue outside.
“Shoppers are out with their wallets to the ready where retailers deliver real excitement onto the shop floor.”
New West End Company
Down the street at H&M’s Regent Street, the atmosphere was more serene and there was plenty of stock left at 10.30am.
However the New West End Company, which represent retailers and landlords in London’s west end, said that footfall had already been boosted by the launch.
A spokesman for the New West End Company said: “The exhilaration and level of shopper traffic around H&M’s launch of the new limited edition Matthew Williamson collection…across all West End stores, shows that shoppers are out with their wallets to the ready where retailers deliver real excitement onto the shop floor. The level of store traffic around New Look’s second Giles collection [which also] launched this morning added to what is set to be a very strong day of footfall for London’s West End today.”
Two of the most popular Matthew Williamson pieces have proved to be a short tan leather biker jacket for £145.99 and a long floral print “peacock” dress, which has been worn by several celebrities, at £199.99
One shopper said: “Mathew Williamson’s designs are beautiful and feminine. I was looking for the peacock dress but it’s completely sold out in Oxford Circus, Brent Cross and Regent Street.”
The initial 20-piece collection features dresses, tops, all-in-ones and sharp tailoring, and goes into around 200 H&M stores internationally this week. The full 65 piece range rolled out to 1,600 stores May 14.
See Drapers magazine tomorrow for a closer look at the Matthew Williamson for H&M collaboration.