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    Swedish brand H&M makes its way to the southern market with Bengaluru 

    That Bengaluru has been adapting itself to global standards of lifestyle and fashion was one of the key reasons for international fashion brand Hennes & Mauritz to opt for the IT city over other southern states for its much-awaited launch. “Bengalureans are known for their subtle sense of fashion, comfortable clothing with no compromise on quality, and H&M embodies that,” explains Janne Einola, H&M’s country manager. The luxury fashion brand from Sweden made its way to India in 2015, with Delhi being their flagship store.
    In store
    The store will be housed at the VR Bengaluru Mall in Whitefield, and will be spread across two floors and cover more than 39,000 sq ft. The new location will offer a wide variety of the latest fashion trends and timeless basics. H&M sells fashion for women, men, teenagers and kids, and their ranges include modern basics, current fashion and latest international trends. “The women’s range is a coordinated, broad range for fashion-conscious women of all ages, with current fashion, tailored timeless fashion, and updated classic casuals,” says Einola.
    The men’s category includes Modern Classic, H&M Man, and H&M man Trend, which are current fashion, presented in a clear, modern and masculine way, while H&M Divided for teenagers is fashion with a young perspective. “The range consists of denim and street fashion for every occasion. It also includes accessories, shoes and underwear,” she says.
    Beeline for goodies
    In celebration of its grand opening, shoppers can expect great surprises closer to the launch weekend. Those in queue for the opening day will get to experience fun performances, foot-tapping music and H&M goodies. The first three fashionistas will be rewarded with H&M gift cards worth `10,000, `7,000, and `5,000 respectively, while the next 500 fashion lovers in queue will receive a limited edition H&M goodie bag and gift card worth `1,000.
    Up next
    H&M will be opening stores in Noida, Mohali and Mumbai in 2016. “We are looking at several options in other cities as well,” says Einola.

    Opens on March 25. At VR Bengaluru Mall, Whitefield. Details: hm.com
    — Nandini Kumar

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