H&M reported worse-than-expected sales in October, down 3% on a like-for-like basis, as it drew crowds across the country for the opening of its collaboration with designer Jimmy Choo.

The Swedish fashion giant said that while sales in Scandinavia, Central Europe and Asia were satisfactory, other markets including France, Spain and the US continued to be weaker.

Total sales across the group grew 7% in October compared to the same month the previous year.

H&M stores launched their much-anticipated Jimmy Choo range over the weekend.

There were long queues outside all of its 19 stores in the UK and Ireland that carried the collection, which launched at 9am on Saturday morning. Some queues started the night before the shops opened with one group of girls in Glasgow pitching a tent outside at 5.30 the previous evening.

Many of the styles have already sold out including the gladiator heels, suede shoe boots and the zebra print bag and shoes.

H&M also said that the men’s collection — a first for Jimmy Choo — was well received with many of the shoes and bags now down to limited stock.

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