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In pictures: Primark’s largest store in Birmingham

The world's largest Primark store has opened its doors to customers.

Birmingham's new Primark is opposite New Street station
Birmingham's new Primark is opposite New Street station

The 160,000 sq ft store spanning five floors has opened on Birmingham High Street. Employing more than 1,000 people and creating 500 new jobs, the store hosts a Disney-themed café, barbers and a beauty bar.

The store also offers customers water fountains, free Wi-Fi and recharge seating stations.  

The mega store employees over 1,000 people
The mega store employees over 1,000 people

“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,” said Primark’s retail director for the UK & Northern Europe, Simon Gibbs.

“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.”

Taking over an old department store, the giant shop features a raft of digital signage and its bold design is one of the first buildings shoppers see as they arrive at the city’s central train station.

Primark now has 365 stores around the world
Primark now has 365 stores around the world

The new Primark store has 23 digital displays, including video walls and window LED screens. Mood Media, the company behind the technology, said it would be used by the retailer to help customers navigate the vast store and find the attractions such as the Duck and Dry hair dressers and the Disney Café.

The Brimingham store features a Disney Café
The Brimingham store features a Disney Café
The Disney Café provides customers with an interactive game zone and a Disney themed menu
The Disney Café provides customers with an interactive game zone and a Disney themed menu
Beauty is a growing part of the Primark business, the new store features a beauty studio and barbers
Beauty is a growing part of the Primark business, the new store features a beauty studio and barbers

Linda Ralph, VP international business development at Mood Media said: “Primark has always been at the cutting-edge when it comes to using digital screens and signage to attract shoppers in-store, but this new store opening shows that Primark is willing to go bigger and better when it comes to this powerful medium.

“Given the sheer size of the store and its breadth of offer, the digital directories can really catch the attention of shoppers while in store, showcasing the various cafes and services on each floor so they don’t miss out on incredible experiences. This is particularly important for beauty, which has been a very successful category for Primark.”

There are three food outlets at Primark in Birmingham
There are three food outlets at Primark in Birmingham

The store joins Primark’s portfolio of 365 stores making up 15 million sq ft of space across 11 countries, supported by eight distribution centres which enables the retailer to sell a constantly-changing wide-range of products quickly and efficiently.

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.”

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