Primark has opened the doors to its largest store to date in Birmingham. The new store occupies all of the 161,000 square foot former shopping centre and features a Disney themed café, a barber shop and a beauty studio.
This store is Primark’s 187th UK store and spans across 5 floors. The new store employs 1,000 people, 500 of which are new staff, whilst 430 are existing employees that have transferred internally.
The Disney branded café is the first officially licensed café away from any of the Disney resorts or cruise ships, which is set to attract customers from outside of the West Midlands.
The store will become a central hub for employee training and career development, featuring a modernised back of house kitchen and café.
Customers will be able to recycle old clothing in the store as part of Primark’s recycling scheme.
UK regional director, 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.”
It has been reported that Primark acquired the former Pavillions site for £60 million in 2014.
