Swedish cheap-and-chic fashion giant H&M opened its first store in Bulgaria's capital Sofia on Saturday, the company said.
The two-storey shop covers 2,400 square metres and offers children and babies' fashion alongside its traditional men and women's wear.
The brand's plans for expansion envisage the opening by end-2012 of another three stores -- in Sofia and the Black Sea cities of Varna and Burgas, it said.
H&M, which has more than 2,200 stores in 41 countries, opened in neighbouring Turkey and Romania in 2010.
It is the second world-famous Swedish brand to land in Bulgaria over the past year after Ikea, the world's biggest home-furnishing retailer, opened its first store in Sofia last September.