// Primark confirms April 11 opening date for new Birmingham flagship store
// Once open it will be Primark’s biggest store in its global estate
// Has a retail space of 161,000sq ft and five storeys, and features beauty studio and dining experiences
Primark has revealed new details about its soon-to-be-opened largest store in the world, which is slated to open in Birmingham on April 11.
The new store, which was originally slated to open last December, will not only stock Primark’s usual women’s, men’s and children’s fashion and homeware and beauty ranges, but also come with three “unique and amazing” dining experiences.
The store will be located on the site of the former Pavilions shopping centre, covering 161,000sq ft of retail space and five storeys.
By comparison, Primark‘s current largest UK shop is in Manchester and spans across three floors of at around 155,000sq ft.
The new Birmingham store will feature what Primark is calling its latest “contemporary shop fit” for “enhanced customer experience”.
The value retailer’s largest ever beauty studio for nails, make-up, hair, eyebrows and lashes, and a barber are also going to be found at the new store, along with a personalisation service, recharge seating areas and free wifi.
Of the total 1000 staff count, around 500 will derive from a hiring spree while the others will be transferred from Primark’s current location at Birmingham’s New Street.
Once open, Primark’s Birmingham High Street store will be the largest in its global store portfolio and its 187th in the UK.
When news of the store was first revealed in 2017, reports suggested that Primark acquired the Pavilions site for £60 million in 2014. The redevelopment plan for it was approved in January 2016.