Key data

• Country: United Kingdom
• Retailer: Primark
• Format: Off line

Spanning 161,000 sqf over five floors, with three cafes – including a Disney-themed one – and employing around 1,000 store associates, this is the largest Primark in the world. The store offers a mix of experiential retail, F&B, and services. Primark is keen to serve and facilitate as many shopper goals as possible, offering its full fashion, beauty, and homewares ranges, alongside partner-run services, such as two full hair salons and an on-site beautician.

Brand partnerships, such as Disney and Harry Potter, are distributed throughout the store. The personalization studio, Custom Lab, enables customers to print bespoke fashion items.

This giant store is also at the forefront of Primark’s green initiatives, with a recycling opportunity for consumers to recycle clothing and shoes from any brand, and by stocking its cruelty-free range and 100% sustainable cotton jeans and pajamas.

The opening of this mega-store is a nod to the fact that Primark is confident its physical presence will be profitable, regardless of the current strain on the UK high street.

Why is it innovative?

A showcase for trends.

Primark’s new mega-store showcases many of the features of the extreme experience trend, while also featuring some of the aspects of the trend of sustainability.

A lot to explore.

The store’s grand scale and distinctive features create the feeling of a big flagship store. The variety of features encourages customers to take their time exploring and creates an emotional experience of the store. The entity has excelled with social media, such as Instagram, with 7.5 million followers.

Doing good, while doing well.

With its recycling program, cruelty-free range, and sustainable products, Primark also follows the trend of sustainable practices.

Ebeltoft Group Expert Comment

Primark’s new flagship store, Primark Birmingham High Street, nicknamed Primark Pavilion, spotlights many distinctive features.

Its 161,000 sqf houses a variety of retail, F&B, a personalization studio, as well as a recycling option. There are partnerships with other brands, like Harry Potter and Disney, which has a café in the store.

This all helps to create a captivating experience, which encourages customers to wander around and see all the store has to offer. It also serves to promote Primark’s brand.