Shoppers were lined up at the door, at least one in sleeping gear, on the morning of the opening, with H&M having promised the first 10 in line 100-euro gift cards and the next 300 shoppers 15-euro gift cards. The line had stretched out of the shopping center by the store's 11:00 opening time.

This fall, the Swedish-owned retail company also plans to open outlets in the city's Kristiine Center shopping complex and in the former postal headquarters downtown.