H&M Islington opens its doors TOMORROW!

Savvy fashion shoppers in Islington are stroking their credit cards in anticipation today as clothing chain H&M plans to open the doors of its latest store; the old Borders site at the N1 centre off Upper Street. Will you be there on its first day?

The chain has promised free goodie bags (which are specially designed and made from organic cotton - how well they know Islingtonians!) to the first hundred paying customers through the doors, so if you're in the area tomorrow and don't mind queueing with hordes of excitable fashionistas, this could be a good chance to bag yourself a bargain.

Still known fondly to an older generation as "Hennes" (pronuncations vary) the Swedish company has become one of the biggest names in affordable fast fashion on the British high street. It has thrived during the recession, and the Islington store launch is one of 240 taking place worldwide this year after the chain saw a rise in profits during 2009.

The chain beat off stiff competition to win the prime retail location formerly occupied by Borders, and was chosen from a short-list of 12 retailers.

Despite its successes and store openings, H&M has still never had an e-commerce site in the UK, but will be rectifying the situation on 16th September when it plans to launch its first online store.

Want to be at the launch? Doors open at 12 noon, with a DJ and free manicures continuing into the evening.