A crowd of 400 shoppers piled through the door and into Primark’s latest store in Northampton town centre this morning.
The huge new store opened at 9am in the Grosvenor with VIP guests, staff and managers from across the Primark group.
A crowd of nearly 400 people queued up outside the store from just after 8am and were the first ones through the door into the 33,400 sq ft shop.
The store is spread across two floors and features fashion for men, women children and a homeware section.
Mike Dewar, area manager for Primark, said: “This store has the latest design, has the latest shop fit and is all about emphasising the brands.
“We’ve identified with the customer and gone much further with what we do.
”The first floor alone is bigger than the old store.”
The former Abington Street store - which officially closed at 8pm last night - first opened on July 17, 1975 and was just 10,000 sq ft.
The new store has 25 tills, 33 dressing rooms and a total of 190 staff.
Mr Dewar said: “All the staff from the old store have come over and we’ve employed 127 new ones - all local.
“It’s a real benefit to the town. Everyone is talking about it.”
House of Fraser closed earlier this year and the Primark refit began in August.
Mr Dewar said: “This is the closest we’ve ever opened to Christmas. We planned to open it now. We could have opened in January but it would have just been sat there.
“We want the customers to start enjoying it.
“Shoppers are going to love the experience.
“People used to travel to Milton Keynes to go to a the larger Primark there but now they won’t have to.”
The store was opened by Cllr John Caswell - Mayor of Northampton - and there was also a special visit from Father Christmas.
The Northampton store is one of 239 across the group.
Mr Dewar said: “People think that because we’re investing all this money our prices will go up but they won’t. It’s not in our brand or ethos.”
Part of the former House of Fraser unit opposite Sainsbury’s remains empty.