The world's biggest Primark store is to open in Birmingham, bringing water fountains, charging points and recycling areas to shoppers.
The five-floor building will feature three food venues, including a Disney-themed cafe, a Disney shopping area, beauty studio and Hogwarts Wizarding World section.
Spanning 160,000 square feet, it is the biggest of the high street retailer's 365 stores across Europe and the United States.
The store, opening this morning at 10am, will also offer shoppers the opportunity to donate pre-loved clothes and shoes - of any brand - for recycling.
And for sartorial sorts yearning for something a touch more bespoke, a custom lab will print personalised T-shirts and other garments.
Primark's director of new business development, Tim Kelly said: "Our customers can expect a great experience atPrimark 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."
The store will employ more than 1,000 people, and has seen 500 new jobs created.
Ahead of doors opening, the phrase "Opening 2019 - Europe's biggest jumble sale!" appeared on the hoardings surrounding the building.