I took a trip to the world’s largest Primark in Birmingham, about a 90 minute train ride from London. The store was located on the main shopping street in Britain’s second largest city.
It was the main window. Unlike other stores, the display at Primark didn’t seem very theatrical – it just focused on the clothes and their super low prices.
Throughout the store were mannequins with a variety of fun hairstyles, including this one near the main entrance.
Behind them was a section dedicated to “trendy” items, which featured mostly green and black apparel with a few pops of bright red and blue.
Branded content didn’t stop at the store. The store also had a Disney-themed cafe.
The menu was not Disney themed, however. I was told that the prices were actually £0.25-£0.30 ($0.30-$0.36) higher than those listed on the menu. My meal came to $10.65 ($12.78) for a vegetable wrap, coleslaw, and drink, which I thought was reasonable. The food was nothing special, but I imagine the decor would be enough to attract families to Primark just to eat in the cafe.
In the end, the Primark was very different from any I had visited before – much neater and with a whole suite of extra services that I had never seen before, although the scale was quite overwhelming. By adding the cafes, beauty salon and Disney merchandise everywhere, Primark has turned the store into a destination, and I can imagine shoppers going there for a day.