Updated: Mar 26, 2021
We visited Birmingham for the opening of the world's biggest Primark store (or rather shopping centre) and it's safe to say that we were highly impressed. The store boasted four open plan levels, including a mezzanine floor to catch your breath whilst sitting down for a bite to eat.
Primark has definitely upped their game when it comes to product, marketing and overall store experience. The store layout felt fluid and spacious with clear marketing messages across all floors. They have definitely taken a step in the right direction and this was proven so by the amount of people streaming into the store throughout the day...affordable, trend relevant, accessible and experiential.
The massive store space was filled with large volumes of product, ranging from basics and seasonal trend stories to a well-informed denim area. There is truly something for everyone.
The localised marketing and graphics gave the store a warm and welcoming feel, as well as offering the Brummies something personal and exclusive to the city.
The women's denim department offered a wide variety of silhouettes and washes with many mannequins offering ensemble ideas. Primark has also taken responsibility by creating a sustainable denim range, that will hopefully filter into their entire product offering.
While not as big as the women's department, the men's denim offered a good range between basic and fashion driven silhouettes with clear fit education throughout.
Bold campaign imagery gave the product-filled floor a welcomed break and provided an elevated look to the store space and customer journey.
Although their homeware offer is only a small percentage of the store, the product is focused, trend relevant and affordable - an offer we will be keeping an eye on across lower tier stores.
The flagship not only offers clothing, but is also home to the Disney x Primark cafe' - the first outside of any of the Disney parks. This proved to be a big hit as the line wrapped around half of the fourth floor!
Having this experience driven concept is key to evolving and being successful in today's retail recession as experiential retail remains key to any success. Duck & Dry have teamed up with Primark and created a beauty space like you have never seen before. The interior design feels premium, yet effortless, and offers a variety of services including hair, nails, threading and lashes all at great prices.
Not only does Primark offer beauty services but they have also launched their own beauty range called PS, which is recognised and certified as cruelty free by the Leaping Bunny Programme. It is great to see this brand take conscious action against animal cruelty by not testing on animals.
Primark has set the standard and proven that apparel, gadgets, cafes, and entertainment can all live under one roof and work alongside each other in creating a fun filled experience for the whole family to enjoy. We highly recommend visiting the Birmingham flagship if you have a few hours to spare.