International fashion powerhouse H&M opens at Uptown at noon Thursday.

The 18,000-square-foot store marks the arrival of H&M to the Greater Victoria fashion scene. It carries clothing and accessories for adults, teens and children.

The Swedish-based H&M is one of a trio of well-known and popular clothing stores to open in one building, creating a regional destination for fashionistas.

Forever 21 launched its first Vancouver Island store in December at Uptown.

Next on the list is Joe Fresh, which opens its first stand-alone store in the region on March 7 at 10 a.m. Joe Fresh labels are already available in the Real Canadian Superstore.

Each opening has plenty of hoopla and features to attract customers.

H&M’s opening dovetails with its cross-country clothing collection program. Customers can bring in used garments and receive $5 off their next purchase of $30 for each bag. The used clothing will be reused, recycled or worn again under the company’s green initiative.

On Thursday, the first 300 customers will receive access to a pass that could reveal a $300 gift card. H&M is also unveiling a personal shopping room, where Uptown’s style director will work with individuals or groups.

In Canada, H&M has 61 stores, including six in B.C.

Joe Fresh sells clothing and products for adults and children. The first 100 at the Joe Fresh opening will get a $50 gift card. Prices will be reduced by 20 per cent on everything except cosmetics and jewelry.

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