On 13 March 2009 at the Metropolis shopping center in Moscow, the first store of the Swedish company H&M opened in Moscow, one of the largest clothes retailers in the world. At midday, H&M general director Rolf Eriksen cut the red ribbon, and the doors of the store opened to the public.
The first 500 customers received a coupon worth 1,000 rubles, which may be used for purchases at H&M. During the first five hours that the store was open, there was another special offer: the customer who made the most expensive purchase in one hour received an exclusive dress as a present from the collection of the British designer Matthew Williamson for H&M.
Journalists accredited for the opening of the store of the cult Swedish brand had the opportunity to make reports on the event, and receive commentary from official speakers of the company about its appearance on the Russian market.