DALLAS, Mar 10, 2007/ FW/ --- Swedish retailer H&M reached a milestone today as it opened its first store in East Asia at 68 Queen's Road in Central Hong Kong.

With 3,500 square meters of retail space, the new H&M store covers four floors and offers an extensive collection of fashions for women, teenagers, children and men - everything from fashion basics to clothes that reflect the very latest trends.

"We are very proud to open our first store in East Asia, in Hong Kong. China is a strategic and exciting market with great fashion awareness and spending power. We therefore see a vast potential for expansion.", said Rolf Eriksen, CEO H&M in a statement.

The store features H&M's contemporary indoor décor and with new garments arriving in the store every day, H&M makes it easy for its customers to dress their individual style.

Hong Kong shoppers will be able to shop H&M’s latest offering, the 'M by Madonna' line, wherein the pop star collaborated with H&M's Head of Design Margareta van den Bosch to create glamorous tops, street-cool lumber jackets, tailored blazers and other apparel including shirt dresses, kimono-shaped dresses and a stylish trench-coat in cotton poplin or leather.

In April, H&M opens two stores in Shanghai and during fall 2007 H&M will open three new stores in Hong Kong.