Inside the world's biggest Primark in Birmingham
The world's biggest branch of Primark opens it doors in Birmingham tomorrow and is also the most experiential yet with, among other attractions, dedicated shopping areas for Disney and Harry Potter, the first Primarket cafe, a Duck & Dry Xpress blow-dry bar, a Custom Zone to enable customers to personalise their purchases and a Recycling Area where shoppers can recycle clothing from any brand.
Spanning five floors and 160,000 sq ft, it is the fast fashion chain's 187th store and features its full range of fashion, beauty and homewares, including some local, exclusive lines.
Its arrival has created 500 new jobs in the city on top of the existing 430 employees from the chain's existing New Street store who will transfer to the new location.
The store, which offers free water fountains, wi-fi and charging points for customers to keep them connected and hydrated while shopping, will also be used as a training and career development hub for the retailer's staff.
Retail director for the UK and Northern Europe Simon Gibbs said: “Primark is proud to be a part of the fabric of Birmingham. We’ve been in this great city since 2002 and have witnessed its incredible transformation, including the opening of the Bullring in 2003 and Grand Central in 2015.
”The opening of Birmingham High Street gives us the opportunity to bring our flagship product range and the very best of Primark to our customers in this vibrant and diverse city, which is something we have wanted to do for many years.”
In a week when one of Britain's oldest retailers, Debenhams, was placed into administration this store provides a reminder that done well, large scale physical retail can still be a key attraction in town and city centres.
It is anticipated that some 5,000 customers will turn up when the store opens its doors at 10am tomorrow.