Take a look inside H&M Atlantic Station. The Swedish retailer's flagship store in Atlanta opens June 13. Here's the ladies collection. Joey Ivansco/AJC
Want blouses ($25), sailor pants ($30), surfer shorts ($10), more?
By NEDRA RHONE
The Atlanta Journal-Constitution
Published on: 06/13/08
Walking into the new H&M in Atlantic Station was almost like taking a trip back in time.
The place: The corner of 51st and Fifth Avenue in New York. The Year: 2000. The Event: The opening of the first Hennes & Mauritz store in the United States.
I was a penniless student and couldn't wait to get my hands on the inexpensive, trendy duds. But I did wait. Three months. Why? Because it was just too crowded to shop.
It probably won't take three months for the crowds to die down at H&M Atlantic Station, particularly since it is the second location in the metro area (the first at North Point Mall opened in May), but it can't hurt to have a shopping game plan whenever you decide to go.
Fortunately, the layout of this big bi-level store, isn't too complex.
The entire ground level is devoted to women's clothing. Longtime H&M fans will quickly identify modern basics; white linen shorts with a belted waist, polka dot sundresses, and multi-tiered pink tank tops all for $20. A bikini wall spans the middle of the store with rows of mix and match tops and bottoms in color combinations of black and gold or summer brights. Across the aisle, racks of accessories include $6 scarves, enamel bracelets and canvas and faux-leather bags and totes.
Shorts, tanks and dresses by L.O.G.G., H&M's casual sportswear concept, occupy space at the rear of the store while the tailored items from the H&M modern classics collection with career woman appeal such as sand colored sailor pants ($30) and printed button front blouses ($25), are just near the East District Avenue entrance.
For a special treat, dip into the lingerie room, a section devoted to H&M's line of intimates that includes organic cotton sets like a gray and white striped padded bra with matching boy shorts.
Take the escalator (or elevator) to level two and find the children's section arranged by age; 0 - 18 months, 1-8 years and 9-14 years. Boys can choose from drawstring surfer style shorts ($10) and t-shirts, while little girls can try the tiered dresses in pink and brown ($17) and Hello Kitty tanks.
The men's department is also on the top floor where plaid button down shirts, striped polos and other casual sportswear from L.O.G.G. hang near accessories like sunglasses and flip-flops. Tanks with leaf motifs ($5) and cargo shorts ($30) share space with dressier gear such as jackets and pinstriped dress shirts. Don't forget a black and white trilby hat ($8) to complete any stylish outfit.
Divided, H&M's concept for ultra-trendy men and women, is housed upstairs as well. The line includes denim for men and women, along with other hot-off-the-street looks for the fashion-conscious shopper.
Dressing rooms and cash registers on both levels may help quell the crowds in the first few weeks, but consider yourself warned.
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