A huge, three-level 5000sqm H&M store is scheduled to open at Pitt Street Mall in Sydney on October 31, which will be the eighth in the country.

To advertise and highlight its arrival in the city, H&M Australia has installed a collection of beach-style boxes at the front of its new store as well as Circular Quay and Bondi Beach.

150 Pitt St Mall is the site of H&M’s second store in Sydney and one of the largest globally following the opening of H&M at Macquarie Centre in North Ryde last October. The Sydney CBD store will be a full concept flagship store showcasing apparel, underwear and accessories for men, women, kids, and baby as well as its H&M Home concept.

H&M entered the Australian market last year, and now has five stores at Melbourne’s GPO in Victoria; Macquarie Centre, North Ryde in NSW; Indooroopilly Shopping Centre and Westfield Garden City in Queensland; and Joondalup Shopping Centre in Western Australia.

It reported $65 million in sales from the first seven months of trade at the GPO store, revealing Australia to be a very lucrative destination for the brand.

A focus on online sales will follow H&M’s bricks and mortar entrenchment.

The blossoming brand is scheduled to arrive in New Zealand in 2016.