The 160,000 sq ft store in Birmingham features three cafes including a Disney themed restaurant, barbers, nail salon and interactive changing rooms which finance director John Bason said allowed Primark to showcase what the retailer was capable of.

Although Primark – owned by Associated British Foods – has “no plans for [anymore] stores of that size” Bason said the fashion retailer is planning to add parts of that concept to other stores “particularly [the] food and beverage”.

“This is about the creation of a fun environment where people are coming in - particularly if they’re making a special trip- -where they want to enjoy their shopping experience,” Bason said.