At around 8:00 am, 30 minutes before the doors of the H&M store were scheduled to open, two dozen men reportedly forced their way into the front of the queue, causing dismay among those who waited in line. Unfortunately for them, security was lacking at the time of the incident.
"I have traveled from Bulgaria, been here since 9 p.m. last night, and I just want a single piece — that jacket — my heart is set on it," said Darina Stefanova, who endured freezing fits in the morning to have her 10-minute opportunity to shop at the H&M store. "But with the madness that's started unfolding, I'm not sure I'll get my wish. It's the fault of these men," she whispered, pointing at a group of hooded men at the entrance. "Things are starting to get dangerous."
Ryan Fong, a student at City University London, said that he was pushed out of the line when the chaos ensued.
"They are professional gangs, you know, and this is a strategy they have preplanned. They get in first, buy up all the products, then flog it for five times the price on eBay. They are scary men, and I don't want to get in their way."