Swedish fashion retail giant H&M opened its biggest UK store at Westfield London on Friday, continuing its British expansion plan at a pace.

The Westfield shop covers three floors and its 6,000 sq metre size is one of H&M’s biggest in the world, although currently just 60% of that is open. H&M will stage phased openings as construction continues. 

While H&M reported falling UK profits earlier this month, country manager Carlos Duarte emphasised that the country was a critically important market for the retailer in an exclusive interview with Retail Week.

He said that the UK market was the toughest in the world but that H&M was ready to meet the challenge, and was still in expansion mode.

Duarte was on hand as the store opened. “Re-launching our Westfield store is a fantastic opportunity for the brand to expand,” he said.

“We want all our customers to join in the celebrations, as we continue to offer fantastic quality fashion for everyone, no matter their age, budget or personal style.”

As part of the opening activities at Westfield, shoppers bagged 25% discount wristbands, were entertained by a magician and offered a haircut by a pop-up barber.