HUNDREDS of eager shoppers queued through La Grange Arcade and into Church Square this morning as they waited for the new H&M to open its doors.

They were treated to goody bags and in store bargains as they were met with a DJ and dancers for the grand opening performed by the mayor and council leader Barrie Grunewald.

He welcomed the new store adding: "It's fantastic news for the town that such a recognised international retailer has decided to come to St Helens.

"It shows a confidence in the town which has gone through some difficult conditions but judging by the queues this morning you can see how popular it is. And following on from the opening of Fat Face it is a much needed boost for the town centre."

Cllr Grunewald's comments were echoed by Church Square Shopping Centre manager Steve Brogan. He added: "It's such a great turnout and what we expected.

"H&M will be a fantastic addition to the town centre. It is a great retailer from St Helens and the shopping centre and hopefully shoppers will have a great experience there. 

"It's been a long time coming but it's ready now."

Around 20 jobs have been created at the 14,000 square feet store.

St Helens Mayor Councillor Stephen Glover  snipped a ribbon before officially declaring the shop, in the centre’s Lagrange Arcade, open.

Shoppers had queued in a bid to get opening discounts of up to 25% on H&M’s womenswear, menswear and childrenswear collections.

The event also saw a DJ on the decks as store staff danced around the shop aisles before the countdown to the opening.

There was also balloon modelling and face painting for the little ones. Goody bags were also be handed out to customers in the queue on launch morning. 

First in the queue, which stretched out from the centre on to Church Square itself, was Sam Shevlin from Sutton and her mum Pam.

Sam, a health care  worker at St Helens hospital, was heading for bargains for her daughters Heidi, seven, and Jodie, 22.

"Heidi loves H&M clothes and she has given me a shopping list, " said Sam.  "Previously I had to go to Liverpool so it's great to have an H&M right here in St Helens."

Next in the queue was Kerri-Ann Hartgen, 24, from Fingerpost, a Wolverhampton University student.

"I usually go to Birmingham for H&M so it's great to be able to come back home and go shopping in the town centre.

"I am looking for things for my little sister Serena, who is four. It's great to have fashionable clothes for children, as well as people my age."

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.