Hundreds of shoppers lined up outside the new Glassons Miranda Flagship store in Sydney starting as early as 1 a.m. Saturday, six hours before its official 7 a.m. opening. Videos shared on social media depicted customers rushing towards the store, with some describing the scene as a "stampede."
The retailer offered incentives for early arrivals, including $400 gift vouchers for the first 20 customers, early access to a new swim collection, free gift boxes for the next 150 people, exclusive discounts, and complimentary pastries, coffee, and flowers.
Despite the promised perks, the event was marred by disorganization and shopper complaints. "I arrived before 6 a.m. and waited in line at the main entrance. Despite the large number of customers who had arrived early, there was no clear system for organising the queue or communicating where people were supposed to stand," one shopper stated.
Another attendee reported being pushed and slammed into a wall due to security opening only one door, leading to falls and injuries. "Broken wrists… people falling down stairs… I think there needs to be a better system to these things. Never again," one customer shared, comparing the event to a "battlefield."
Some individuals who arrived before 4 a.m. to secure a position near the front of the queue reported being pushed past by other shoppers, with accounts of people being "trampled" and injured on escalators. "People's shoes fell off trying to get up the stairs... So many had been injured on the escalators, being pushed by others," one shopper recounted.
Other customers described the opening as the "most chaotic event ever," with reports of shouting and aggressive behavior. "The grand opening event was handled poorly. I chose to leave early because I no longer felt safe. There was no clear line system or process in place for people who had arrived early which created confusion and frustration. The experience was disappointing," another attendee wrote.
Conversely, some loyal customers felt the wait was "worth the wait." The store had promoted the opening in the days prior, building anticipation among shoppers eager for the giveaways and new collection.