Hundreds queued in the rain for the opening of a new clothing store today.

Eastern Daily Press: Staff perform a dance routine outside the new H&M in King's Lynn before it opened its doors to shoppers for the first time Picture Chris BishopStaff perform a dance routine outside the new H&M in King's Lynn before it opened its doors to shoppers for the first time Picture Chris Bishop (Image: Archant)

They stretched back from the Vancouver Quarter to the bus station in King's Lynn, by the time the town's new H&M opened its doors.

Staff performed a dance routine outside to cheers from the crowd, before the appointed hour of 11am arrived, when customers began pouring through the doors.

Eastern Daily Press: Hundreds of shoppers queued for the opening of the new store Picture: Chris BishopHundreds of shoppers queued for the opening of the new store Picture: Chris Bishop (Image: Archant)

Shoppers began queueing at around 6.45am. Aimee Rutherford, 20, from Watlington, was one of the first to line up outside.

"I like H&M but we've only had one in Norwich," she said. "I like their clothes, espcially their going-out dresses."

Eastern Daily Press: Queues stretch through the Vancouver Quarter to the bus station Picture: Chris BishopQueues stretch through the Vancouver Quarter to the bus station Picture: Chris Bishop (Image: Archant)

The massive store, built on the site of the former Westgate department store, is seen as a vote of confidence in the future of Lynn's town centre.

Elizabeth Nockolds, deputy leader of West Norfolk council, said: "It's an amazing day for King's Lynn. I'm so excited because it's just what King's Lynn needs. People need a good excuse to come to King's Lynn."