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Hundreds of people have queued up to be the first shoppers inside the world's biggest Primark which takes up an entire shopping centre.
The newly-crowned largest fashion retail store in Birmingham, UK, opened its doors for the first time at 10 a.m. on Thursday 11 April, and customers were eager to be among the first to experience their local five-floor clothing paradise.
This enormous Primark covers 14,761 m² (158,892 ft²) and takes up an entire shopping centre; it's filled the gap left by the Pavilions shopping centre which closed in 2016.
Celebrities including TV presenter Stacey Solomon and Love Island 2017 winner, Kem Cetinay, were also on-hand to help launch the new store.
As well as clothing, the new store also includes a beauty studio, cafes - including one with a Disney theme - a barbers and free WiFi.
Nearly 1,000 people will be employed at the new Primark.
Guinness World Records adjudicator Pravin Patel attended the official opening of the store.
"For the purposes of this record, a fashion retail store is defined as an establishment which primarily sells clothing, accessories and other wearable garments," announced Pravin.
"With an area of 14,761 m², Primark Stores Limited UK, you have set a new Guinness World Records record for the largest fashion retail store. Congratulations. You are Officially Amazing!"
The previous record holder was Topshop in London, opened in 1998, measuring 7,897 m² (85,000 ft²). But could a new contender be on the horizon? US retailer Nordstorm plan to open a flagship store within Central Park Tower in New York City, reportedly measuring approximately 285,000 ft².