World's biggest Primark opens in Birmingham
It’s not our custom to write about a fashion retailer opening its 187th store in a particular country (and its 365th globally) but when the retailer is Primark and its new location is its biggest fashion store of all (and one of the biggest fashion stores in the world), it’s certainly a headline-grabber.
The new five-storey location opened in England’s second city, Birmingham, on Thursday. It attracted a large queue of shoppers on the city’s high street waiting to get in to sample the offer that has a bigger focus on experiences than we’re used to from the chain.
Around 300 consumers queued from about 06:00, which isn't the biggest number of people who’ve ever lined up for a store opening, but on a very cold weekday morning, it was impressive.
So what were they there for? Well, as we said, it’s the biggest Primark store anywhere and it isn’t just about selling product. The aim is to boost dwell time with features such as charging points, restaurants/cafes (including a Disney-themed one with interactive tables for children), a beauty studio, water fountains and recycling areas where customers can drop off items from any brand.
For fantasy fans, there’s a Hogwarts Wizarding World section and a Disney shopping area. And with personalisation being key these days, there’s a custom T-shirt printing lab too.
The store is designed to be as appealing as possible to the widest number of people and for a retailer like Primark, which has no webstore to fall back on if visitor traffic falters, giving shoppers strong reasons to leave behind their screens and go into a physical space is all-important.
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