Shoppers queued patiently for the doors to open at the new H&M store in the Nicholsons Centre this morning.
The high street clothing store had hundreds of customers waiting to come in, with those first in the queue turning up at 9.20am.
The staff gave out goody bags to those in the queue as well as wristbands giving those who were in line before 11am a 25 per cent discount.
Sales assistants came out to treat the crowds to a short dance in the minutes before the ribbon was cut.
Jane Wright, Nicholsons Centre manager said: "We're delighted that H&M is now open it has been in the planning for a few years now. We are overwhelmed with the turnout."
Top Ten Articles
The victim of an assault in Cippenham was flown to hospital by air ambulance this afternoon.
A rapid response vehicle, an ambulance officer, an air ambulance and an ambulance crew were all called to an address in Earls Lane at 2.10pm.