Queues formed outside the new H&M store opening in Lower Hutt this morning.
The fashion retailer opened its doors in Queensgate Mall at 10am.
About 100 people gathered, many in school uniform.
The mall was bracing for an influx of shoppers as one of the world's largest fashion retailers opens its third New Zealand store.
It will be spread over two levels in Queensgate's Centre Court, stocking women's, men's and children's fashion, as well as homeware.
Centre managers Stride Investment Management Limited said it was hard to know how many people will attend the opening.
"We do expect that over the coming days, and possibly weeks, there may be an increased number of shoppers at Queensgate, which is excellent for retailers and for the Lower Hutt region," manager Roy Stansfield said.
Stansfield said they had been working closely with the Hutt City Council to minimise congestion.
"Our carpark crew will direct traffic, and our Facebook page will provide updates on parking throughout the weekend."
Hayley Howard is one of those who arrived early to join the queue.
"I know it's going to get hectic from 9 O'clock so I got here early to wait.
"I've come to buy new clothes because I love H&M... cheap pricing and nice clothes.
"I'm obsessed with the kids clothes so that's what I'm more looking forward to."
Acerey Boblacion said she had high expectations for the new store.
"I've been to a lot of H&M stores in Singapore, the Philippines and Japan. Hopefully it'll be the same as other stores in Asia."
Romyi Whatuira and Bridie Young skipped school to attend the opening.
Whatuira said she is expecting the store to look like Kmart.
"You know how Kmart is big and has heaps of things, I think it might look like that.
"We went to the opening of Glassons last week too and there were heaps of people."
Young said "I wanted to know what the hype was about, and I'm hyped."
Lower Hutt mayor Ray Wallace warned on Facebook that the CBD is set to be very busy over the next few days.
"Following the massive turnout [80,000 people] for HighLight: Carnival of Lights last weekend, we've got the opening of H&M at Queensgate, Firefly Cinemas holding a Halloween drive-in movie series (Thurs, Fri, Sat evening) at Riverbank Car Park, the annual Hazardous Waste Collection on Sunday at Riverbank Car Park and, of course, the always-popular Riverbank Saturday Market."
Wallace said people should expect a lot more traffic and delays.
"This weekend is a perfect time to consider public transport or parking a little further away than you usually do and walking to where you need to go.
"Please take care on the roads, be patient and make the most of being part of a city where things are happening."
H&M already has stores in Auckland and Christchurch.
Shareholders have expressed concerns over the group's performance, and they want grocery.