Primark & Disney - Magical Partnership or Poison Apple?


In Birmingham this April, Primark is set to open doors at its largest flagship store in its global portfolio. Distinguished by not only the sheer size of the store but also due to the newly announced partnership with none other than the much-loved children’s entertainment conglomerate Disney.

Much like a lot of the changing retailers today, the partnership has progressed away from clothing collaborations and in to the world of customer experience. The Disney Cafe will be the crowning jewel in this 161,000sq ft shopping fairytale which is sure to provide Primark customers with a magical experience beyond that seen in Primark stores today. While the particulars of the cafe are still TBC, it’s easy to speculate about the imaginative experience that is no doubt due to follow. After all, Disneyland is the “happiest place on earth”, surely a little of that magic will be brought to Birmingham?

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