After more than a decade’s wait, H&M will open its first Hawaii location at noon March 27 in the Waikiki Business Plaza, with 31,000 square feet of fashion on two floors.

The first 500 shoppers in line will receive a limited-edition tote bag featuring the most popular images of local surf photographers Mike Coots, Sarah Lee and Zak Noyle, as well as an "Access to Fashion" pass valued from $10 to $500 to shop the store.

Collections to be featured in the new store are Ladies, Men’s and Young Trend, with separate "store within store" sections for accessories, lingerie, cosmetics, sports apparel and H&M Plus.

The opening day is like Christmas to local fashionistas such as public relations professional Karisa Hayashi. She said, "I’ve been waiting forever for them to open up shop here in Hawaii! Now I don’t have to wait until I go to the mainland to shop there anymore. I love H&M because it’s affordable. I especially love their kids line when I buy stuff for my nephews and nieces."

With H&M crossed off her wish list, she said, "Now all we need is a Zara and Trader Joe’s to open!"

Jessica Crimmins, a building materials sales manager, said her love affair with H&M has withstood the test of time.

"My first experience with H&M was in Europe 10 years ago, and I instantly fell in love with their high-quality items at affordable prices," she said. "I still have a sweater I bought on that trip; that is how well made their items are. Since then, whenever I see an H&M on my travels, I make it a point to stop in.

"I haven’t been to an H&M since I was in San Francisco two years ago, so I’m extremely excited to see what the Waikiki store has to offer."

She worried whether prices might be higher in Hawaii versus the mainland, as has happened with some other retailers, but H&M plans to keep prices consistent with mainland stores and the brand’s U.S. website.

H&M, short for Hennes & Mauritz AB, is a 67-year-old Swedish company that has become one of the world’s largest retailers of fashion-forward apparel and quality basics. H&M’s popularity with the fashion set can be attributed to its chic and universal urban style for those who have outgrown the junior aesthetic. H&M pieces are affordable yet marry well with other, pricier designer and luxury brands, making them a go-to staple brand for those who enjoy the creative alchemy of high-low dressing.

"I think I love H&M for the same reasons as a lot of people:It’s fun, trendy clothes for less," said fashion enthusiast Allison Lee. "I think H&M’s aesthetic appeals to a pretty large demographic not only the ‘tween/teen scene at Forever 21, but also the more streamlined girl."

Sizing is European-oriented, which means if you’re not familiar with the brand, don’t even think about buying without trying on the garments. H&M has not crossed over to the American method of vanity sizing to make shoppers feel good about themselves. Their use of European, or 1970s-era, sizing standards means you will find your true size to be one to two sizes larger than your U.S. dress size. For example, depending on the brand, I typically fit a size 2 or 4. In the H&M universe, that puts me at size 6 or 8. Ouch.

Consideringthere are 3,200 H&M stores in 53 countries, what took them so long to arrive in Hawaii?

According to H&M Communications Manager Nicole Christie: "We have always seen the potential for opening stores in Hawaii. We took our time to expand in a controlled way across the country (beginning in New York in 2000) from the East Coast, gradually moving to the Midwest and then the West Coast.

"We consider this new location to be an extension of our West Coast expansion. One of our requirements for choosing where to open is that it must always be in the best business location in a city or shopping center. Having the best location is so important that we would rather hold off from opening a new store and wait until the right one becomes available."

The wait paid off in securing the space in the heart of Waikiki.

She said 80 percent of the merchandise offered is the same for all the company’s markets, adding, "We do make local adaptations, for example, offering fewer knitwear and jacket styles for warmer markets."

Those who can never resist a shopping opportunity will be rewarded by the brand’s constant delivery flow.

"Our customers know they can find new items in our stores every day," Christie said. "Our designers are continually updating H&M fashions. We keep a close eye on the demand, trends and sales," so immediate adjustments can be made to suit the local market.

THAT SAID, H&M fuels impulse-shopping fever. If you leave overnight to think about a potential purchase, odds are the piece will be gone tomorrow. Many a time I’ve scoured every H&M store in Manhattan to find a piece that was there one day, gone the next.

Due to the store’s popularity elsewhere, some consider H&M to be their best-kept secret and don’t relish the idea of seeing it open in Hawaii, a small place with the potential for many "who-wore-it-best" scenarios.

Christie said running into one’s H&M doppelganger hasn’t been a problem elsewhere. "Thanks to our extensive assortment, our customers can create their own personal style. The entire assortment is seasonal, and cuts, styles and types of garments are continuously replaced or updated."

The company is one of the largest users of organic cotton in the world, and the new store will offer sustainable fabric through its spring collection featuring cropped tops, printed dresses and super-stretch trousers for women, and "Easy Essentials" for men, including T-shirts starting at $4.95, micro-patterned shirts and weekend shorts from $12.95.

For spring, H&M has homed in on the following trends for women:

» "Pilgrims": A bohemian and feminine look with soft blouses in neutral colors like beige, cream and soft pink, lace fabrics, with wide-brimmed hats and leather bags to complete the look.

» "Living in Paris": The look is characterized by an interplay of sporty versus feminine details. A soft color palette of pinks and beiges is contrasted with tough neutrals of khaki and military green. A key look is a flirty pleated miniskirt paired with a rough-and-tumble sweatshirt.

» "Pioneers": This edgy city girl mixes contemporary feminine pieces with slick and classic menswear essentials, with a focus on the waist.

» "Shades of Pink": The sweet and feminine combine with the cool look of fun prints, stripes, polka dots and color-blocking. Volume and proportion are important, with boxy cropped tops adding balance to a full skirt.

» "Desert Traveller": Utility chic and safari glamour through earth tones from beige to burnt red, with metallic embellishment.

 Tops are priced from $9.95, dresses from $9.95, trousers from $12.95.