Primark has just opened a new store in its UK domestic market with a debut in Bolton that’s also only the second location to feature its new concept. It makes the most of smaller store spaces and means the company can open in locations where its usual mega-sized stores simply wouldn’t work.

Having unveiled the concept first in Montijo, Portugal in October, the Bolton location also has key features of the new design.

That includes the store being set out across one floor with zoned areas and the removal of walkways to maximise the space for product. The new layout also brings fitting rooms closer to the till area and includes more self checkouts.

Additionally, the use of scent and music within the store is designed to enhance the customer experience.

And it also features a more muted colour palette with focal points featuring the bright Primark blue. The store also has more lightboxes, digital screens and large-format LED video walls.

Mark Jordan, director of space optimisation & store design at the retailer, said: “Our new store concept has been designed to optimise the space we have in-store and enhance the in-store experience for our customers and colleagues. It also features a new modern look and feel, alongside new design elements and fixtures and fittings. 

“In developing the concept we’ve also worked hard to include more sustainable materials such as recycled plastics into the design. We’re currently trialling this new concept in a small number of new stores with plans for more to come in the New Year.  

“We hope the concept, which works to maximise smaller store spaces, will help unlock opportunities in markets where retail space is more limited and larger store spaces are more difficult to find.”

The company will hear feedback from customers and staff to help it understand the impact the new features have on store operations “before we decide how we’ll incorporate this into our store programme more broadly”.