Primark has launched its largest store to date, complete with a restaurant, barbershop and beauty studio.
The Birmingham destination, which spans five floors, opened its doors today – and fans were waiting.
Some 300 determined shoppers braved the April chill and camped and queued outside to guarantee their entry to the 160,000 square feet shop, arriving as early as 6am.
“I was here since 9 o’clock. I’m very excited. I can’t wait to see all the Disney departments,” Karen Smith, 60, a stay at home mum, told the Mail Online.
“My first stop will probably be the Disney store and my first buy will be something from the Disney homeware collection.
“When they tell you the best day of your life is getting married or having your children, it’s not, it’s when you’re there for the opening of the biggest Primark in the world.”
The budget retail franchise has become synonymous with everything from comfy pyjamas to catwalk-led cult fashion items over the years, but its new flagship store promises considerably more.
In addition to the franchise’s usual retail offering, the destination is said to offer “fashion, beauty and food experiences”, according to a press release.
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So, regardless of whether or not you’re a fan of its clothing, you can also visit to get your nails done at the Duck & Dry Xpress beauty studio, or get a haircut at Mills barbers.
The new store also lends itself to families with young children, thanks to a dedicated Disney Shopping Area filled with soft toys and various other merchandise such as clothing and homeware. The Disney theme continues at the Primark Cafe with Disney, which has an interactive game zone.
The shopping destination also contains a Hogwarts Wizarding World experience, with clothing, accessories and gifts.
Primark has been awarded a Guinness World Record title for the world’s largest fashion retail store, a representative for the brand has confirmed.
Primark, a brand notorious with fast fashion, was investigated by the Environmental Audit Committee earlier this year, alongside retailers such as Boohoo, Topshop and ASOS. The panel looks at the sustainability of such retailers and their impact on the environment.
While it is unclear whether or not it is in response to this investigation, the franchise appears to be stepping up its sustainability efforts with its new flagship store, which features a recycling scheme and sells water in recyclable or recycled packaging.
Earlier this year, Primark was praised for featuring a young boy with vitiligo in its clothing campaign.
The teenage model appears in the brand’s latest campaign for their casual activewear for children and teenagers and people took to social media to praise the decision to feature a more inclusive range of models.