OMG van brings you not-so-omg news: H&M is set to open its first store in South East Asia in the fall of 2011. The 3,000 square meter store will be located in Orchard Building, along the popular shopping district of Orchard Road in Singapore. There is no more need to travel to Hong Kong to shop at H&M anymore! Information available here

This is really great news to those who have been anticipating the store ever since rumours of them coming here started circulating in 2009. I doubt it will be the only store location in Singapore too. Uniqlo, a recent player in the fashion market in Singapore has already opened its third store, and I foresee the ever popular H&M following suit.

I can’t help but feel a little blasé at all the hype it is generating, however. I remember the same hype surrounding Uniqlo and NewLook a while back, and the insanely long queue at the launch of Uniqlo at Tampines 1. I wouldn’t be surprised to see an insane queue when H&M opens as well, although I think there is no harm in waiting to check it out once the crowd thins out a little.

It is also important to note that not every H&M store will carry the same collections. In London for example, only a couple of stores out of the 5 or more H&Ms along Oxford Circus and Regent street carried designer collaborations. So much anticipated collections may only reach Singapore much later, if they even decide to launch it here at all. Plus, I do believe the pricing here will be a little steeper than its European counterparts. I think I will still continue to buy the bulk of my H&M overseas when I travel.

Store Location: Orchard Building, 1 Grange Road. Locals may recognize it as the building across the road from Mandarin Gallery that houses a large California Fitness gym.

Nearest MRT station: Somerset along the North-South line.