Premier powers ahead in London fashion stakes

Primark flagship store fitted out by Bellaghy-based Premier Electrics.

Primark flagship store fitted out by Bellaghy-based Premier Electrics.

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by Gillian McDade

A BELLAGHY based electrical contractor is helping retail chain Primark power ahead in the fashion stakes.

The multi award-winning Premier Electrics has been responsible for the complete electrical fit-out which took a team of 35 of the company’s electricians 26 weeks to complete.

Renowned for its extensive range of high street fashions at affordable prices, no expense has been spared in turning Primark’s new flagship premises on Oxford Street East, London, into a fashion statement in its own right.

The 82,400 sq. ft four storey building, which comprises three stores in one, features everything from recreated tube carriages to an animated Primark map but what is really turning heads is a massive LED screen for which Premier provided power and fibre optics.

The feature screen, believed to be the largest LED screen in Europe, covers an entire wall on the ground floor and is used to carry the retailer’s promotional videos.

With a capacity allowing 2,500 shoppers, the new store is a just over 10,000 sq ft larger than Primark’s Marble Arch store, which is positioned at the other end of Oxford Street and which opened to the public back in 2007.

Several new elements have been incorporated into this latest store design, including new illuminated branding on each of the floors which Premier Electrics was responsible for installing. The store also features numerous new trend-setting lighting effects.

The Mid-Ulster based company completed its first job for Primark back in 2001 at Stirling in Scotland and since then has fitted out more than 100 Primark stores throughout the UK and Ireland.

Supporting the retail giant expand into Europe has helped Premier to embark upon an export drive of its own, which came in for recognition recently when the electrical contractor was named International Company of the Year in the prestigious UTV Business Eye Awards.

A spokesperson for the company said Primark as a retailer is very much at the forefront of store design.

“As a company they are setting the trends and we are delighted that we as contractors are being asked to help deliver them,” he said.