Birmingham is to be the venue for the world's biggest Primark store - featuring water fountains, charging points and recycling areas.
The building, over five floors, will include three food venues - including a Disney-themed cafe and shopping area, a beauty studio, and a Hogwarts Wizarding World section.
It is the biggest of the high street retailer's 365 stores across Europe and the US, spanning 160,000 square feet, and it will be staffed by more than 1,000 people.
Shoppers will also be able to donate old clothes and shoes of any brand for recycling.
Meanwhile, a custom lab is going to enable shoppers to print personalised T-shirts and other clothing.
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, 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."
Before the doors were due to open on Thursday, the phrase "Opening 2019 - Europe's biggest jumble sale!" appeared on hoardings surrounding the building.
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The opening of the store comes days after Debenhams went into administration.
