PHOTOS: H&M GRAND OPENING

Known for their high-fashion, yet low-cost fare, this Swedish retailer has stylish options for women, men, teenagers and children and also boasts a maternity line.

The downtown store is near the Denver Pavilions at 16th and Welton street, taking over the space previously held by Nike Town.

When you walk in the store, you will be greeted by bright lights, upbeat music, glossy white floors and a grand entryway that leads to an upper level. Shoppers will find the store sectioned off into various categories, from work wear to fitness attire, to lingerie and menswear. Some rooms are organized by color theme and style, and each is filled with mannequins displaying the latest trends. There is plenty of room to meander between tables filled with neatly-folded sweaters and denim, along with full-length racks that are not overcrowded with clothing but still promise plenty of size selection. Along with the usual fashions for the whole family, there is also a large selection of footwear, accessories, coats and outerwear.

Those who attended the VIP sneak peek party on Wednesday evening were treated to an early preview of the store, and the overall reaction from shoppers was positive. Men and women were treated to food and drink, a live DJ spinning bumping music and even a discount purchases. Shoppers packed their arms with fashionable trends and mingled amongst trendy frocks and classic wardrobe staples.

A line of excited shoppers have been camping outside the store, many in sleeping bags and tents, trying to be the first through the door at noon today.

Opening day is full of deep discounts and up to $500 shopping vouchers for first arrivers. H&M estimates around 1,000 Denver shoppers will visit the store Thursday.

(KUSA-TV © 2011 Multimedia Holdings Corporation)