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Opening date of Primark Birmingham mega-store

Primark has announced that its largest store to date will open in Birmingham on 11 April.

The 161,000 sq ft store – its biggest worldwide – will be open on the site of the former Pavilions shopping centre, and will be spread across five floors. 

It will stock the retailer’s full range of womenswear, menswear, kidswear, footwear and accessories as well as lingerie. 

A Primark spokesman said: ”In addition to amazing fashion at amazing prices, this store will have many new features including Primark’s largest ever beauty studio for nails, make-up, hair, eyebrows and lashes, a barbers and three unique and amazing dining experiences. The store will also have a personalisation service, recharge seating areas and free WiFi.”

Further details of the store have been kept firmly under wraps by the retailer. However, finance director at owner Associated British Foods John Bason told Drapers last month that “there will definitely be celebrity collaborations planned for the opening in Birmingham”.

Growth at the high street retailer has been driven by recent new store openings, with overall sales at the retailer expected to be 4% ahead for the 24 weeks to 2 March 2019, despite a weak November performance.

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