The wait is over. H&M finally came to Estonia. They opened the first store on September 14 in Tallinn. During the autumn and winter they’ll open 3 more stores in Tallinn and probably couple in other cities in 2014 or later.

I went with my friend to the opening shopping night. It was a blast. Lots of bubbly wine and many friends to chat with about what will this mean to other fast fashion brands in Estonia. General thoughts wera and are that other have to try harder now. I personally welcome H&M as now it is easy to get the basics (t-shirts, socks and stuff) quickly and affordably in OK quality. Though now when travelling about the world H&M wont be the must visit stop. Though there are many other H&M brands that aren’t yet here – e.g. COS, Monki, Cheap Monday – and other fast fashion brands are still missing – like TopShop. I hope these will come soon here also. Anyhow, lets see what will happen.