H&M opens in Fort Worth’s Sundance Square

April 7,2016

By: Jenny B. Davis

When TCU student Nate Katsuro arrived at the new H&M clothing store in Sundance Square around 9 a.m., he wasn’t the first.Though downtown’s newest store wasn’t to open until noon, the line had already begun forming. By 11:45 a.m., it stretched around the block, and eager shoppers were being treated to free bottled water, dance tunes courtesy of a record-spinning DJ, and even a sales staff flash mob.

No, the Kardashians weren’t inside, nor any other celebrities. But the excitement of being among the first to explore four levels of affordable fashions for men, women, kids and babies was clearly enough draw — along with the promise of opening-day specials that included $5 shirts and free “mystery amount” gift cards loaded with up to $300.

THE SWEDISH RETAIL JUGGERNAUT HAS REDEFINED FASHION WITH LOW PRICES, A CONSTANTLY CHANGING ON-TREND SELECTION AND DESIGNER COLLABORATIONS WITH RED-HOT LABELS.

The Sundance Square H&M is the third Tarrant County outpost of the Swedish retail juggernaut, which has redefined fashion with low prices, a constantly changing on-trend selection and designer collaborations with red-hot labels like Versace and Alexander Wang. (H&M opened in Ridgmar mall in Fort Worth in the fall and at Grapevine Mills in 2012. A Hulen Mall store is scheduled to open this fall.)

With about 30,000 square feet of space, the new H&M is the largest retailer in Sundance Square, and it truly has something for everyone:

▪ The basement level is a destination zone for men, with items for dudes ranging from underwear and shoes to T-shirts and suits.

▪ On the ground floor is a full cosmetics department (which was the allure for Katsuro’s early-bird arrival), along with women’s clothes, shoes and jewelry.

▪ The second floor is where fashionistas will find trend-specific H&M house labels like theRick Owens-esque Divided line and the ’70s-inspired festival-ready Coachella collection.

▪ The top floor caters to families. Expectant mothers will find a well-edited maternity selection, and there’s baby and kid gear galore, with sizes starting at newborn and ending at 14.

Wide windows on the second floor provide exceptional views, and a cascading showplace chandelier adds drama to the vaulted entrance. There may not be a line when the store opens Friday but H&M spokesman Patrick Shaner expects this store to stay just as popular as others across the state. “Texas is one of our biggest and fastest-growing markets,” he said.

H&M’s arrival in downtown Fort Worth culminates more than two years of hard work and cooperation involving Sundance Square, the city of Fort Worth and many city departments, construction crews and leasing agents, said Johnny Campbell, president and CEO of Sundance Square.

I don't want to be silly enough to say it's emotional, but I am very proud. Johnny Campbell, president and CEO, Sundance Square

Attracting more retail to Sundance Square has been an important part of the historic district’s long-term plan of transitioning from an entertainment destination popular mostly on weekends and evenings into a more balanced, always-bustling family-friendly zone.

“A really hot fashion apparel retailer that’s a multidepartment and multilevel retail store is a huge vote of confidence in Sundance Square from the national retail sector,” Campbell said. “When I see that corner and see three levels of windows showing merchandise, it’s a stunning point of energy on that corner. I don’t want to be silly enough to say it’s emotional, but I am very proud.”

H&M SUNDANCE SQUARE

Where: 401 Commerce St., Fort Worth
Hours: 10 a.m.-8 p.m. Monday-Thursday; 10 a.m.-9 p.m. Friday-Saturday; noon-6 p.m. Sunday
Contact: 855-466-7467, www.hm.com