It's in the JC Penney wing, next to Maurices and Victoria's Secret.

Genesee Valley Center opened up their brand new H&M store today at noon, and there was a line winding around the mall by the time I arrived. They were giving out gift cards, as well as entering people to win.

People were also encouraged to donate bags of clothes to be entered for a $250 gift card, too.

I worked at a mall for 10 years, same store - both in Milwaukee and Seattle - yet I've never been to a grand opening. It was pretty cool! It helps that I love H&M, too.

Shop til you drop!