Primark to expand into empty BHS store at Merry Hill shopping centre

The budget fashion chain is expanding to take on the whole of the lower floor of the BHS store opposite, which has remained unoccupied since the collapse of the department store chain nearly 17 months ago.

It will expand Primark's footprint at Merry Hill by around 70 per cent, making it the latest in a series of major flagship stores at the shopping centre.

Nick Round, regional director at Merry Hill owners intu, said: "The bigger store will enable Primark to have its entire range on show, which is clearly important for a chain that is focused on its shops rather than the internet."

He said the expanded store, which will offer around 60,000 sq ft of shopping space, would be focused on the customer experience, making a visit to Primark a more enjoyable experience.

The deal follows talks between intu and Primark that have been going on since the property group bought the Merry Hill centre back in 2014.

Mr Round said the expansion plan was a 'vote of confidence' in the future of the Black Country's biggest shopping centre.

It comes as intu moves ahead with a £100 million investment and expansion plan, including a new cinema, new restaurants and expanded shops for major retails chains including the conversion of the former Sainsbury's supermarket into a major flagship outlet for fashion chain Next.

As well as the Next outlet – which will one of its biggest stores in the country when it opens this year – River Island, Topshop and Topman, and JD Sports have also doubled their space at intu Merry Hill.

Nick Round said: “An increasing number of retailers are investing in new space at intu Merry Hill, reflecting the genuine confidence in the destination as a place where brands can really flourish.

"We’re looking forward to attracting even more great brands and creating compelling experiences for customers across the midlands as our plans for intu Merry Hill progress.”

The plans for Primark will see the escalator between the two shop fronts removed as the premises on the lower floor are combined. Primark also has an upper level which will be part of the bigger store.

The expansion does not include the upper floor of BHS, but Mr Round said intu was currently finalising a deal for an unnamed sports retailer to take that space.

At 1.7m sq ft, intu Merry Hill attracts 21 million visitors a year. intu is currently in the middle of a merger deal with Hammerson, owner of the Bullring and Grand Central in Birmingham, but Merry Hill is still lined up as a key development site for the combined business.