Five floors, beauty parlours for men and women, Harry Potter and Disney shop-in-shops, as well as a Disney café on the top floor, are just a few of the elements that distinguish Primark’s new Birmingham branch.

The Primark store, which opens tomorrow, is very different from its predecessors and at 160,000 sq ft is almost four-times the size of the city’s current branch, which opened in 2002. It is also the retailer’s biggest ever.

Primark chief executive Paul Marchant said: “It really is an experience. This is a milestone and it moves the needle in terms of customer experience. We also own the freehold, so we are investing in our own footprint. We’ve got an ambitious, but very achievable, sales number for this store.”

The new shop is on the site of the former Pavilions shopping centre, which was razed to the ground and rebuilt in order to create the branch.

First look: Inside Primark's new Birmingham flagship