Now that South Florida’s H&M fans have had the appetizer, it’s time for the main course.
H&M’s Miami Beach store in the renovated historic Lincoln Theatre on Lincoln Road will open its doors to the public at noon on Thursday, Nov. 8. That opening will be closely followed by the arrival of another store at the Aventura Mall before the end of the year.
The Swedish retailer, whose full name is Hennes & Mauritz, opened a temporary store in Miami Beach from June through the end of September, in order to whet the appetite of Miami’s fashionistas who have been clamoring for the affordable, fashion-forward brand. Even on a rainy day with a tiny store, that opening drew lines of about 200 people to South Beach.
“We hope that’s a preview of what will happen when we open the flagship store,” said Marybeth Schmitt, spokeswoman for H&M in North America. “The pop-up store was a huge success. It seems like we have a lot of fans. We know Miami is the right market.”
Until now, the closest permanent H&M store was in Palm Beach Gardens — one of seven stores in the state. While H&M had been expanding aggressively throughout the United States and Florida, the retailer has been slow to make its way south. The two-floor South Beach store boasting 24,000-plus square feet will be among the largest of the company’s 259 stores in the U.S.
“We were waiting to find the right space,” Schmitt said. “The Lincoln Theatre is an incredible space and being able to recreate this iconic, historic building in Miami is perfect for us.” The Miami Beach store will be one of five existing flagship H&M locations in the United States, located on other prominent streets including New York’s Fifth Avenue and Chicago’s Michigan Avenue. The store will carry a full assortment of men’s and women’s apparel, young men and women’s apparel, accessories and all of H&M’s special collections and designer collaborations. The Miami Beach location will not carry H&M kids, but the Aventura store will.
The first 500 shoppers in line on opening day at Miami Beach will receive a shopping pass for a discount ranging from $10 to $500. There will also be various giveaways throughout the day. The store will have extended hours its first day from noon until midnight.