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It was controlled pandemonium Thursday at NorthPark Center in Dallas as youthful crowds gathered in anticipation of H&M’s noon opening. Dance music blared and 12 Dallas Cowboys Cheerleaders flanked H&M’s front door dancing and shaking their pompoms as dozens of the retailer’s staff gamboled in the entryway.

This story first appeared in the August 19, 2011 issue of WWD. Subscribe Today.

Behind a velvet rope, a queue of about 1,000 people wound from H&M around three of NorthPark’s four corridors. Roughly 150 people braved a hot night in Macy’s parking garage to score one of H&M’s 500 scratch-off merchandise vouchers valued from $10 to $500, according to a spokeswoman for the mall.

First in line were teenagers Gabbi Scalf, who nabbed the $500 prize; her sister, Chloe, who got the $300 card, and their pal Sarah Trovada, who earned $200. “We have never done anything like this before and we thought it would be cool,” Gabbi Scalf said. “We basically live at NorthPark anyway.” A little farther down the line stood Brooke Miller, who arrived at midnight and spent a sleepless night on the garage’s concrete floor with her friend Mario Martinez. “I did it for a chance at $500, but I’ll take $75 and the goody bag and T-shirt,” Miller said, flashing her prize card. “It’s free money.”

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