Whata Shop - Inside Primark's Birmingham Flagship

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17 April 2019 | Updated 24 April 2019

April 11 saw Primark open its massive new flagship shop in Birmingham. The 187th store in the chain spans five floors across 160,000sq.ft and employs more than 1,000 people. ThisWeekinFM took a look around.

Such was the excitement in the city, Birmingham High Street saw the police putting in special measures to control the crowds that came to the opening and continued to poor in over the weekend.

As ever the store offers fashion and beauty products alongside food outlets (more here than anywhere else) and all at (shall we say) affordable prices.

Primark says it has created 500 new jobs and 430 existing employees who have transferred from the Primark New Street store. A further 100 people are employed in 'partner-run' outlets including chefs, hair stylists and beauticians.

Fit-out

The new store features Primark’s latest contemporary design and shop fit - and other features such as:

• The Primark Café with Disney. The café allows customers to use an interactive game zone and enjoy a Disney themed menu.

• The Mezz restaurant - A ‘grab & go’ or sit down venue offering freshly baked pizza and street food.

• Primarket Café is the chain's first own-brand café, which uses only Fairtrade certified coffee beans and gives 5% of the total cost of every kilo of coffee sold in-store back to the coffee bean growers. Takeaway cups are compostable, and customers will get 10p off when they bring their own reusable cup.

• A Duck & Dry Xpress x Primark beauty studio.

• Mills x Primark barbers.

• A Disney Shopping Area.

• Hogwarts Wizarding World: Bringing a bit of magic to Birmingham, this licensed Harry Potter experience gives budding wizards and witches the clothing, accessories and gifts they need to cast their next spell.

• A recycling scheme that allows customers to dispose of clothes and shoes from any brand.

• The store is also home to Primark’s Custom Lab, a t-shirts and other items printing facility.

• Customers will also find water fountains throughout the store.

• All water sold is bottled in recyclable or recycled packaging.

• Shoppers can enjoy free Wi-Fi and recharge seating areas, where they can relax and recharge both themselves and their mobile devices.

Staff facilities

Employees at Birmingham High Street will enjoy a comfortable, open and modern back of house area, with a kitchen and bright décor in their own Recharge Café.

The store will also become a regional hub for employee training and career development.

Pictures: Primark, Birmingham High Street.

Article written by Brian Shillibeer | Published 17 April 2019

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