Primark is set to roll out more stores featuring food, drink and beauty treatments following the success of its Birmingham mega-store that opened earlier this year.

Primark Birmingham

Primark’s new Birmingham store

The 160,000 sq ft store in Birmingham features three cafés including a Disney-themed restaurant, a barber, 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 [any more] 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.

“People want that, and Birmingham has demonstrated that,” he added.

Its 150,000 sq ft Manchester store opened a ‘Central Perk’ themed café – from the TV series Friends – in June and its recently opened Milton Keynes store offers nail and beauty treatments.

Bason said the smaller size of other stores is not a problem for the retailer.

“If we’ve got a store of 40,000 sq ft, space constraints will mean it’s a coffee-to-go option rather than a café,” he explained.

The value retailer recorded an uplift in full-year sales and increased market share during the 52 weeks to September 14, which Bason attributed to the continued investment in the brand, its “dependable” price point and a “great store environment”.

“The UK market has been weak over the last number of months and Primark continues to outperform on a like-for-like basis and we’re adding selling space,” Bason said.

“It’s both the relevancy of the consumer offering that we’ve got and obviously the price point is very dependable. It’s not moving around with exchange rates – everyone knows it’s the lowest prices around and it’s a great store environment.”