The world’s biggest Primark opened its doors to customers for the first time this morning.
Featuring a Disney-themed cafe, Hogwarts Wizarding World and barber shop, the new outlet spans 160,000 ft across five floors.
It is the latest sign of the budget retailer’s expansion, which has come despite an increasing number of bricks-and-mortar closures in recent years. Unlike a number of its major fashion rivals, Primark does not have an online shopping or delivery network, and relies on its sales through its physical stores.
In February the group said it expects half-year sales to grow four per cent compared to last year, driven by new store openings, but the budget fashion retailer also said it would post a two per cent drop in like-for-like sales.
Owned by Associated British Foods, the firm said that retail space had grown by 300,000 sq ft since the end of the financial year and from 2 March 394 stores would be trading with floorspace up to 15.1m sq ft, compared to 14.3m sq ft a year a go.
The new branch, which employs more than 1,000 people, marks Primark’s 187th outlet in the UK.
Primark’s retail director for the UK & 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."
Primark’s director of new business development Tim Kelly added: "Our customers can expect a great experience at Primark Birmingham High Street. They can spend time with friends and family, eat great food, recharge and have fun, and find everything under one roof including Fashion, Beauty and Homewear – all at an amazing price. We’re proud to bring this great store and everything it has to offer, to Birmingham."