WATCH: Take the tour of the world's biggest Primark in Birmingham
Want a glimpse inside the world's biggest Primark?
The anticipation has built for weeks with shopaholics from the Midlands and beyond.
And bosses have finally showcased Birmingham's new Primark.
Around 5,000 shoppers were expected to pass through the doors in the hours after the store opened on Thursday morning.
Primark opened the new store in Birmingham High Street, on the former site of the Pavillions shopping centre, at 10am.
WATCH: Take a fly-through tour of the world's biggest Primark
What's inside the new Primark?
The Primark store stretches up five floors and spans 160,000 sqft.
It features towering new fashion, beauty and homeware sections
There is also a Disney-themed cafe, a mezz restaurant serving pizzas, a Duck and Dry Xpress beauty studio and a hairdressers.
Primark also features a dedicated Disney section, as well as a shopping area solely for Harry Potter fans – aptly named Hogwarts Wizarding World.
A Custom Lab has also been created, for customers who want to personalise their clothes and other items.
Customers will also find water fountains throughout the store, and can enjoy free Wi-Fi and seating areas where they can charge their phones.
GALLERY: Look inside the new Primark
Primark bosses hail world's biggest outlet
More than 1,000 employees will work at the new Primark taken on – 430 of which transferred over from the old New Street shop.
Primark’s director of new business development Tim Kelly said: “Our customers can expect a great experience at Primark Birmingham High Street.
"They can spend time with friends and family, eat great food, re-charge and have fun, and find everything under one roof including fashion, beauty and homewares – all at an amazing price.
"We’re proud to bring this great store and everything it has to offer, to Birmingham.”
Primark’s retail director for the UK and Northern Europe, Simon Gibbs added: “Primark is proud to be a part of the fabric of Birmingham.
"We’ve been in this great city since 2002 and have witnessed its incredible transformation, including the opening of the Bullring in 2003 and Grand Central in 2015.
“The opening of Birmingham High Street gives us the opportunity to bring our flagship product range and the very best of Primark to our customers in this vibrant and diverse city, which is something we have wanted to do for many years.”
Employees will enjoy a comfortable, open and modern back of house area, with a kitchen and bright décor in their own Recharge Café.
The store will also become a regional hub for employee training and career development.
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