Hundreds of shoppers queued from the early hours of the morning to be the first into the world's biggest Primark store, which opened in Birmingham today.
A crowd of around 500 eager bargain hunters lined up along High Street ahead of the grand opening at 10am. The first person arrived at 6.48am.
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Some of the first in line even received goody bags, which included Disney ears.
Among the hoards of customers who queued was Lorraine Wootton from Great Barr, who said she's a massive fan of the cheap chain.
Speaking to the Sun, 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."
Another excited shopper, Mary Smith from Walsall, told Birmingham Live: "It's been overwhelming. There's too much. You need a whole day here. We came to Birmingham for something else and came in."
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Thousands more are expected to descend on the store today, however, things haven't got off to the best possible start for the impressive store, with a power cut leaving shoppers in the dark.
Pictures from the shop show families having to walk up escalators, while there were also reports that lights went out, just hours after the doors opened.
Set over five floors, the new Primark looks more like a theme park than a humble clothes shop.
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Along with womenswear, menswear, kidswear, footwear, accessories, lingerie, beauty and homeware, the store also boasts its very own barber and beauty studio.
Earlier this week the store welcomed friends and family guests for a sneak peek, with many coming out gushing about its sheer size - and the Disney cafe, which seems to be the biggest hit.
One person tweeted: "I've just been to the BRAND NEW Birmingham Primark store and it looks amazing!! Of course I had to stop off at their Disney cafe for refreshments! Well done Primark!"
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Another wrote: "Excited & lucky to be at @Primark biggest store in Europe in Birmingham today which opens Wednesday. It's AMAZING. I literally don't know where to look first."
Speaking to Birmingham Live ahead of the launch, a spokesperson for Primark said: "The store will create more than 500 new jobs, while 430 colleagues will transfer from our existing location in Birmingham.
"The store will have the latest trends in womenswear, menswear and kidswear including footwear and accessories, as well as lingerie, beauty and homeware."
Featured Image Credit:Topics: UK News, Primark, Interesting