Primark is eyeing huge US growth. Take a look inside the fast-fashion giant's biggest store, which has a hair salon and a Disney cafe.
Grace Dean/Insider
Fast-fashion giant Primark aims to expand significantly in the US.
It doesn't offer online shopping so its success relies solely on its physical stores.
I went to the world's biggest Primark spanning five floors, three cafes, and a beauty salon.
Primark plans to open dozens more stores in the US over the next five years. The cut-price chain doesn't offer online shopping, so relies solely on its stores even as more consumers buy online.
I took a trip to the world's biggest Primark in Birmingham, about a 90 minute train ride from London. The store was located right on the main shopping street of Britain's second-largest city.
Grace Dean/Insider
This was the main window display. Unlike other stores, the display at Primark didn't seem very theatrical – it simply focused on the clothes and their super-low prices.
Grace Dean/Insider
The other entrance, which I went in – and which leads directly from one of the city's train stations – didn't have quite as much curb appeal.
Grace Dean/Insider
I'd never been in such a big Primark before. It was spread over five floors and included three places to eat as well as a barbers, a hair and beauty salon, and a custom t-shirt printing lab – all things I've never spotted at a Primark store before.
Grace Dean/Insider
The store had high ceilings and a muted color pallet with blue accents. Throughout the store were nods to its Birmingham location.
Grace Dean/Insider
It was much tidier than any other Primark I'd ever been to – though perhaps this was because I got there at 11 a.m. on a Wednesday.
Grace Dean/Insider
Some of the displays were still a little scruffy, though.
Grace Dean/Insider
This underwear display, for example, was a mess.
Grace Dean/Insider
It had plenty of jeans on offer.
Grace Dean/Insider
The store also sold homewares.
Grace Dean/Insider
There is a large makeup and beauty section.
Grace Dean/Insider
It even has luggage.
Grace Dean/Insider
The was also a small range of electrical goods.
Grace Dean/Insider
Dotted throughout the store were mannequins with a variety of fun hairstyles, including these by the main entrance.
Grace Dean/Insider
Behind them was a section dedicated to "trending" items, which included mainly green and black clothes with some splashes of bright red and blue.
Grace Dean/Insider
Another display upstairs was dedicated to neons. The vast majority of items, though, weren't displayed on mannequins and instead were stacked on shelves or hung on rails.
Grace Dean/Insider
Primark is known as a cheap place for branded merchandise. The Birmingham store probably had enough Disney stock to fill a Disney store.
Grace Dean/Insider
These included branded bedding, notebooks, water bottles, skincare products, underwear, and make-up brushes.
Grace Dean/Insider
There were also Looney Tunes items, too, in pastel shades, although Disney dominated.
Grace Dean
I also spotted Ed Sheeran t-shirts, NASA sweaters, and Rolling Stones tops and cushions. There were MTV, "Harry Potter," "SpongeBob," and "Simpsons" items, too.
Grace Dean/Insider
There was even an NBA section.
Grace Dean/Insider
But the strangest was definitely Primark's huge display of clothing and accessories celebrating its collaboration with Greggs, a UK bakery chain. The stock ranged from bucket hats and bags to shorts, shoes, and underwear with the company's logo and sausage roll motifs on them.
Grace Dean/Insider
The Greggs collaboration took up a huge amount of shop space.
Grace Dean/Insider
People are buying it. Later that day I saw a shopper with two pairs of Greggs shoes in his bag, while a few days later I saw a man wearing a Greggs t-shirt, shorts, shoes, and bucket hat.
Grace Dean/Insider
The branded content didn't end on the shop floor. The store also had a Disney-themed cafe.
Grace Dean/Insider
The decor and soundtrack were both Disney-themed.
Grace Dean/Insider
The menu wasn't not Disney-themed, however. I was told that prices were actually £0.25 to £0.30 ($0.30 to $0.36) higher than those listed on the menu. My meal came to £10.65 ($12.78) for a vegetable wrap, side of coleslaw, and a drink, which I thought was reasonable. The food wasn't anything special, but I can imagine that the decor would be enough to lure families to Primark just to eat at the cafe.
Grace Dean/Insider
If you weren't in the mood for more Disney, there was also a huge Greggs – its biggest site when it opened in February with capacity for 130 hungry shoppers.
It has doughnut-shaped booths and a special evening menu with pie and mash and jacket potatoes.
Grace Dean/Insider
This is despite there being a standalone Greggs store just a few feet away.
Grace Dean/Insider
And if you didn't fancy that, there was a third, much plainer cafe that appeared to just sell drinks and cake.
Grace Dean/Insider
Compared to the other two, it didn't seem very inspiring.
Grace Dean/Insider
As you'd expect, the store sold a range of clothes at bargain prices, like fake leather jackets at £14 ($16.80).
Grace Dean/Insider
It also had jeans for just £10 ($12).
Grace Dean/Insider
Flip-flips could be had for £0.90, or just over $1. "We are, of course, obsessed by price at Primark," the CEO of its parent company said on its earnings call in April. "We always have been, we always will be."
Grace Dean/Insider
Some items were reduced, making them even cheaper.
Grace Dean/Insider
These shoes were down to £3 ($3.60) a pair. Some of the displays were a bit muddled, though, with both discounted and full-price items displayed together.
Grace Dean/Insider
The beauty section featured a huge range of products, from staples like toothbrushes and makeup wipes to electronics, "Harry Potter"-branded items, and £3 ($3.60) mascara.
Grace Dean/Insider
There was also a small branch of the Fragrance Shop nestled among the Primark-branded items. The chain has more than 200 stores across the UK, but I'd never seen one inside a clothes store before.
As well as a barbers downstairs, there was a beauty salon ran by a company called Rawr Beauty, which operates salons in five other Primark stores as well as three Asda supermarkets.
Grace Dean/Insider
The Birmingham salon offers haircuts, manicures, and brow and lash tints.
Grace Dean/Insider
The homeware section was beautifully curated. It featured products you'd expect from Primark, like mugs, photo frames, and a huge range of scented candles.
Grace Dean/Insider
There were also more functional items like pans, duvets, and toilet brushes. It even sold "100% Brummie" mugs, using the nickname given to Birmingham residents, and Chrissy Teigen's recipe book. I'd never noticed books for sale in Primark before.
Grace Dean/Insider
Some of its was laid out like an Ikea store.
Grace Dean/Insider
There was also a lab where you could order custom-printed t-shirts.
Grace Dean/Insider
Throughout the store there seemed to be a big focus on sustainability, which surprised me given Primark's reputation as a fast-fashion giant. Some of the tags said that products were made from organic, recycled, or sustainable cotton.
Grace Dean/Insider
There was a whole area dedicated to "Primark Wellness," which I'd never heard of before. The focus seemed to be on items that were good for the planet as well as things that promoted wellbeing.
Grace Dean/Insider
There were clothes, bedding, beauty products, and scented oils.
Grace Dean/Insider
I also spotted toilet brushes, a yoga gift set, and AirPod cases.
Grace Dean/Insider
Everything in this area was displayed beautifully, with some items in wooden cabinets and wicker baskets. It definitely didn't feel like being in Primark.
Grace Dean/Insider
There were also glass displays where Primark touted what it was doing to make its products more sustainable.
Grace Dean/Insider
I spotted a couple of strange errors in the store. This suitcase, for example, only had its price displayed in euros.
Grace Dean/Insider
Every pair of these shoes I saw had the price pulled off their label.
Grace Dean/Insider
Ultimately the Primark was very different to any one I'd ever been to before – much tidier and with a whole suite of extra services I'd never seen before, although the scale was quite overwhelming. By adding the cafes, beauty salon, and Disney merchandise throughout, Primark has turned the store into a destination, and I can imagine shoppers actually heading here for a day out.
Comments
Post a Comment