LARGE crowds are expected at the opening of the new H&M store on Thursday morning.

Taking up 14,000 square feet of space in the former JJB store in Church Square Shopping Centre it will sell womenswear, menswear and children's clothing.

To welcome shoppers there a range of activities are being held, from balloon modelling to face painting and goody bags were also handed out.

Customers who join the queue before opening will receive a wristband entitling them to 25% off their first shop in the store.

Carlos Duarte country manager for H&M in the UK and Ireland said: "The store will offer fantastic fashion and quality clothing at the best price in a sustainable way."

After opening its first store in Brent Cross Shopping Centre, North London in 1976 H&M now has 252 locations across the UK and Republic of Ireland.

The new H&M store comes just a month since fashion retailer Fat Face opened its largest UK store in the centre, while both Scotts menswear and jewellery store Pandora have recently moved into larger, revamped stores.

Church Square Shopping centre manager Steve Brogan said: “We’re all very excited for the new H&M store to open, and looking forward to seeing the Mayor cut the ribbon. I am sure that there will lots of people who can hardly wait for Councillor Glover to declare the store open for business.

“The new store is creating a large number of jobs, which is good news for the town and the local economy.

“We have worked hard for a long time behind the scenes to ensure that Church Square offers the mix that appeals to well-known High Street retailers and we are delighted that this has proved attractive to H&M.

The store will occupy a sales area of over 14,000 square feet, and will offer H&M womenswear, menswear and children wear collections.

“We are constantly looking for new and exciting opportunities to expand our brand and are delighted to be opening in St Helens this winter,” says Carlos Duarte, Country Manager for H&M UK & IE. “The store will offer fantastic fashion and quality clothing at the best price in a sustainable way.”

H&M has been present in the UK since 1976, having opened the first H&M store in Brent Cross Shopping Centre, North London. H&M now has a portfolio of 252 locations across the UK and Republic of Ireland as well as hm.com.