Swedish fashion retailer H&M Hennes & Mauritz has opened its first store in Thailand with its franchise partner Hthai.

The 3,200 square metre flagship at the Siam Paragon shopping centre in Bangkok will offer clothing and accessories for women, men and children.

"It is exciting to have the opportunity to, together with H&M, bring the Thai customers diverse fashion in order to dress their personality. We see great potential for H&M to expand in Thailand," said CEO of Hthai JS Gill.

H&M said it will continue its expansion in Thailand by opening another shop in The Mall Bangkapi on 10 October.

In August, the retailer said it will open its first store in Chile in the first half of 2013, marking H&M's first step into the Southern hemisphere.