Primark to open largest store in Birmingham

Primark has confirmed that it will open its largest store to date in Birmingham next month, which will feature not only its latest budget-fashion for women, men and children, but also a beauty studio and dining experiences.

In a statement, Primark stated that its Birmingham flagship will open on April 11 and will feature what it is calling its latest “contemporary shop fit” for “enhanced customer experience”.

Spanning across 161,100 square foot of retail space and five floors, the Primark Birmingham store, located on the site of the former Pavilions shopping centre, will offer the latest trends in womenswear, menswear and kidswear including footwear and accessories, as well as lingerie, beauty and homeware.

In addition, the Birmingham flagship will also offer new features including Primark’s largest ever beauty studio for nails, make-up, hair, eyebrows and lashes, a barbers and three “unique and amazing dining experiences,” added a spokesperson for the retailer.

The store will also have a personalisation service, recharge seating areas and free WiFi.

When open the Birmingham High Street store will be the largest in the retailer’s portfolio and its 187th in the UK, and will employ around 1,000 people.