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First look: Primark 'finds its amazing' in Westfield London

Primark has opened its 185th store in the UK, in Westfield London, last week.

The new 70,000 sq ft two-storey shop is part of the extension at the shopping centre in White City, west London, and offers women’s, men’s and children’s fashion, as well as footwear, accessories, lingerie, beauty and homeware.

The store’s design and layout is similar to contemporary Primark shops in Kingston and Burnley and features 300 mannequins and a range of LED screens, including an interactive LED wall that changes as customers walk past. There are 54 changing rooms and 54 cash registers, including three exchange/refund points.

Primark has also launched new branding for the Westfield store. The brand message “Find your amazing” has been added to artistic structures, including a giant roll of blue tape that hangs from the ceiling and is visible throughout the shop. The new branding will be rolled out to new and refurbished stores in the future. 

The entirely open shopfront features LED window screens to the right and left, which display seasonal campaign videos. 

Instead of traditional windows, an army of mannequins decked out in key styles for the season fill the entrance. The scale and placement of the display is a new design feature for this store, and it forces customers to engage more directly with the mannequins. 

To the right of the entrance sits the trend area, which currently stocks a collection from the Reading-based design team called “desert cowboy”. Key items in this range include bardot tops and dresses, prairie dresses, high-low border printed maxi-skirts, denim shirts and shorts, and western buckle belts.

The 26,000 sq ft ground floor is dedicated to womenswear, accessories and beauty, while the 44,000 sq ft first floor contains men’s and children’s fashion, lingerie and nightwear, footwear and homeware.

The mannequins in the lingerie section have been changed for the new store to fit “a more natural” size of a UK 12 and 14.

The technology and stationery sections, towards the back of the ground floor beside the lower ground-floor fitting rooms, are relatively new product categories and are seen as growth area.

“Recharge” seating areas have been added throughout the store, particularly in and around the fitting rooms, escalators and footwear section to improve the customer journey. The retailer has also used 27 light boxes for customer guidance and implemented free wi-fi in store.

The new store, which is Primark’s 358th worldwide, has created 485 jobs, including 146 people returning to work and 55 entering employment for the first time.

Westfield London’s £600m extension opened in March after four years of construction and includes anchor store John Lewis, as well as Boden, Monsoon and H&M group’s young fashion brand, Monki.



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