Crowds of customers have flooded through the doors of the world's biggest Primark store as it opened in Birmingham this morning.
Around 500 shoppers gathered in a long queue outside the High Street ahead of the much-anticipated grand opening at 10am.
Among them was Lorraine Wootton from Great Barr, who is a huge fan of the store.
She said: “I was at the Fort Primark opening three years ago and thought I should come to this one too since it’s the worlds biggest one!.
"I love Primark because it’s cheap, disposal fashion.”
First look inside WORLD'S biggest Primark opening in the UK this week
Thousands are expected to visit today and Primark has put on entertainment outside for waiting crowds.
Some of the first in the queue received goody bags, which included Disney ears.
The five-floor building features three food venues, including a Disney-themed cafe, a Disney shopping area, beauty studio and Hogwarts Wizarding World section.
Such was the anticipation ahead of the opening, public transport companies published travel advice to ease congestion.
Spanning 160,000 square feet, it is the biggest of the high street retailer's 365 stores across Europe and the US.
Much-loved city centre busker fights for life after being hit by tram
The store also offers the opportunity to donate "pre-loved" clothes and shoes - of any brand - for recycling.
And for sartorial sorts yearning for something a touch more bespoke, a custom lab will print personalised T-shirts and other garments.
Mary Smith from Walsall was among the first shoppers.
She told Birmingham Live: “It’s been a overwhelming. There’s too much. You need a whole day here. We came to Birmingham for something else and came in.”
Meanwhile, Primark's director of new business development, Tim Kelly, said earlier this week: "Our customers can expect a great experience at Primark Birmingham High Street.
Birthday boy's shock at 'disaster of dessert' he bought for £6 at Pizza Hut
"They can spend time with friends and family, eat great food, recharge and have fun, and find everything under one roof including fashion, beauty and homewear - all at an amazing price.
"We're proud to bring this great store and everything it has to offer to Birmingham."
The store will employ more than 1,000 people, and has seen 500 new jobs created.
Ahead of the opening, the phrase "Opening 2019 - Europe's biggest jumble sale!" appeared on hoardings surrounding the building.
Full list of features of the new, super-size Primark.
The Primark Café with Disney: A café with a touch of Disney magic. Inspired by Disney’s own Mickey Mouse & friends, the café allows customers to use an interactive game zone and enjoy a unique Disney themed menu.
This menu includes great quality, nutritious, freshly prepared hot and cold food, and drinks all day.
Beloved mum-of-three dies suddenly just hours after sharing dance with sister
The Mezz restaurant: A place to ‘grab & go’ or sit down for a full meal, including freshly baked pizza and locally-inspired street food.
Primarket Café: Primark’s first own-brand café, which uses only Fairtrade certified coffee beans and gives 5% of the total cost of every kilo of coffee sold in-store back to the coffee bean growers.
Takeaway cups are compostable, and customers will get 10p off when they bring their own reusable cup.
Mum's excellent money-saving tip for kids train tickets that reduced price to just 80p
Duck & Dry Xpress x Primark: A full beauty studio experience, offering head to toe treatments in a boutique environment at the best price on the high street.
This follows the recent opening of Primark’s first Duck & Dry Xpress at its Oxford Street East store in London.
Mills x Primark barbers: Fronted by session hairdresser and entrepreneur Joe Mills, a barbershop offering slick cuts, wet shaves and facials at great prices.
Customers can sip coffee in the Mills coffee bar while they wait.
'World's fattest boy', 12, ballooned to 30 stone before amazing transformation
Disney Shopping Area: After visiting the Primark Café with Disney, customers can continue their experience in a Disney shopping area, where they can find everything from clothing to soft toys. Close to the café, on the top floor, there is a Disney baby section with a selection of babywear and accessories.
Outside the Primark Café with Disney, customers can continue their experience in a dedicated Disney area on the 1st floor, where they can access some of the best Disney merchandise around including homeware, makeup and clothing.
Four severely neglected 'Mowgli children' found living in feral flat from hell
Hogwarts Wizarding World: Bringing a bit of magic to Birmingham, this licensed Harry Potter experience gives budding wizards and witches the clothing, accessories and gifts they need to cast their next spell.
Recycling Scheme: The store features Primark’s recycling scheme, meaning customers can easily recycle pre-loved clothes and shoes from any brand.
Brit student accused of stealing 2,000-year-old Roman mosaic from historic Pompeii
Custom Lab: The store is home to Primark’s Custom Lab, which gives customers even more freedom to express themselves through printing bespoke, personalised t-shirts and other items.
Customers will also find water fountains throughout the store and all water sold is bottled in recyclable or recycled packaging.
Mystery of teenage mum feared murdered after leaving her 11-week-old baby behind
As for Wi-Fi, Primark has catered to both the Instagram-addicted shoppers, and the ones who would rather take a back seat in the experience, with free Wi-Fi and recharge seating areas, where they can relax and recharge both themselves and their mobile devices.
As well as the latest trends in women’s, men’s and children’s fashion, footwear, accessories, lingerie and homewear, Primark’s certified cruelty-free Leaping Bunny PS...Beauty range will also be for sale in the store.
Primark’s range of pyjamas and jeans - both made from 100% sustainable cotton - are also available in-store, as well as locally-inspired products made just for Brummies.
The bold design of the Primark store front is another architectural statement for Birmingham, and it will be one of the first buildings that passengers see when they arrive into the city’s train station.
Family who 'never missed rent payment' kicked out of home after fire next door
Primark’s Retail Director for the UK & Northern Europe, Simon Gibbs said: “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.”
