Primark has launched the world’s largest fashion store in Birmingham, the UK.

The 160,100sqft store is built over five stories and has been officially recognised by Guinness as the largest fashion store in the world. It has effectively taken over the former Pavilion shopping centre in the city’s downtown heart.

The entire building is given over to Primark’s ranges and includes several in-store shops, a custom lab for personalised goods, and three dining options including a Disney-themed cafe and the first own-brand Primark cafe.

Primark’s store design director Sanjay Dihman told Retail Gazette that the combination of food-and-beverage offers will attract footfall, along with the new store design and the sheer scale of the store.

“People will be intrigued by that, and also personalisation, barbers and the beauty studio make it whole collection of different offers that will attract footfall.”

The store, believed to have cost £70 million to construct, also contains a Duck and Dry salon, a Duck and File Xpress nail boutique, and Joe Mills barber shop.

The Irish retailer launched in 1969, entering the US market in 2015 where it plans to expand beyond its current nine outlets.

More images inside the store can be viewed here on Retail Gazette.