The second largest retailer behind Walmart is coming to the River City.
More than 1,200 people were expected to line up at H&M for its grand opening at the Avenues Mall on Thursday.
Some tried to camp out Wednesday, but security didn't let them. The line did, however, form early Thursday morning to get the first look inside the Swedish clothing company, which has stores in 33 countries.
H&M is known for offering the latest styles for men and women at low prices. The final touches were being made Thursday at the Avenues' store's two-story location.
"H&M is huge," said Lyndsey Von Hoven, marketing director of the Avenues Mall. "Men's, women's, kids, maternity, great fashion and an all around good look."
Von Hoven said H&M executives chose Jacksonville because the city has locals who are forward-fashion thinking.
"The first 200 people will get a free goodie bag, T-shirt and a pass for passion, where you can get anywhere from $20 to $300 off your first purchase at H&M," Von Haven said of the grand opening. "All customers who show their receipt will also get a goody prize."
The closest H&M store to Jacksonville was in Orlando. The store also sells children's clothing, lingerie and stylish maternity fashions.