H&M opens in Grapevine Mills in Texas

H&M opens at noon Thursday at Grapevine Mills in Grapevine, Texas.

And, no, it’s not an outlet store, but the company does feel its full-price store fits well in an upscale outlet center. H&M’s prices start as low as $1.95 for accessories. Dresses top the scale at $49 and a few coats will set you back $99.  Along with men’s, women’s and children’s clothing, the Grapevine Mills store will carry athletic, plus and maternity which are not available at all of its stores.

Sweden-based H&M is known for its cheap chic. Its limited-edition collaborations with high-profile designers such as Karl Lagerfeld, Versace and Lanvin cause a shopping frenzy.

This is H&M’s seventh store in Texas. It opened its first store in the state at NorthPark Center a year ago and since has multiplied its presence.  The new store is in the former Books-a-Million space, just a blink from Forever 21 and Neiman’s Last Call.