THOUSANDS flocked to the grand opening of the new Myer store in Hobart on Thursday morning.
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Model Jennifer Hawkins cut the ribbon to the $100 million Liverpool Street site, which has been seven years in the making.
''It's been incredible, the crowds are massive and very excited about the opening,'' Ms Hawkins said.
''The store looks amazing,'' she said.
The store was destroyed by fire in 2007.
Premier Will Hodgman joined Ms Hawkins at the ceremony, and said the occasion marked the return of the missing pieces of the Hobart CBD.
''Stage one of the new Myer store on Liverpool Street returns this section of the city to its former glory,'' Mr Hodgman said.
''Hurdle after hurdle has been overcome by those closely involved in this project and they can today be proud of what they have achieved with the opening of a great signature shore,'' he said.
Mr Hodgman enjoyed an eyebrow treatment in the cosmetics section of the new store.