By  on August 10, 2007

Swedish fast-fashion retailer Hennes & Mauritz plans to open a flagship in Atlanta in March, its first location in the southeastern U.S.

The two-level, 24,000-square-foot H&M store will be in Atlantic Station, a mixed-use development that opened in the city's Midtown area two years ago. The store will carry the full line of women's, men's and children's clothing, accessories and lingerie, including basics, in-house designs and one-off collaborations with designers such as those in the past with Karl Lagerfeld, Stella McCartney and Viktor & Rolf and the upcoming line from Roberto Cavalli.

Atlantic Station, anchored by Dillard's and Ikea and including about 60 specialty stores, is a 138-acre "mini city" with 12 million square feet of office, retail, hotel, entertainment and residential space that has changed the landscape of Atlanta. The area targets the city's young affluent professionals and empty-nesters with suburban lifestyles.

"The newly revitalized district is a growing retail, dining and entertainment destination that draws a strong number of shoppers, providing a great fit for H&M," said Michael Oliverio, director of real estate for H&M.

Brian Leary, vice president of AIG Global Real Estate, developer of Atlantic Station, said H&M was a perfect fit for its audience.

"Midtown Atlanta's consumer demographic is fashion-forward, urban, artsy and trendy," Leary said. "It is exactly that of H&M. The store will serve the immediate area and bring people in from all over the Atlanta area."

H&M has opened 130 locations as part of its U.S. expansion since the company's New York debut seven years ago and has 1,400 stores in 28 countries.

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