About 750 people stood in line for the state's largest H&M grand opening Thursday morning at the Nebraska Crossing Outlets.
The two-story store is the most recent retailer to move into the outlet mall. Ulta moved in a few months ago.
The mall's Chief Marketing Officer Johanna Boston says there's a waiting list of retailers wanted a spot in the space. She credits the mall's success with maintaining in-demand businesses and good customer amenities.