Queues of shoppers have greeted the opening of a major new store in Bradford.
And Primark's arrival has been hailed as a foretaste of things to come as the city centre regeneration continues.
Councillor Andrew Mallinson, the Council's executive member for regeneration, said: "This is another regeneration programme, that goes against what critics say.
"Bradford is moving forward, you just need to look at the cranes in the city centre.
"The retail section is crucial to Bradford in general and the city will provide a wide mix of shops, which will be its force and its strength."
Primark is part of international retail and food giant Associated British Foods which acquired 120 Littlewoods stores in July last year for £409 million.
The 233 employees in the Bradford store include 11 former Littlewoods staff.
The opening of the Bradford store in the Kirkgate centre yesterday is the group's 142nd in a major expansion programme.
Val Summerscales, of Bradford and District Chamber of Trade, said: "We are delighted to welcome Primark to Bradford.
"Bradford has been losing customers and this should create a domino effect.
"It will hopefully be the catalyst to bring extra trade to the city."
Kirkgate Centre manager Catherine Riley said: "We've been waiting a long time for Primark to open and we anticipate Kirkgate Centre's footfall will increase by 15 per cent.
"People will be shopping in Bradford again. Because people will be saving money in Primark, they will hopefully have more money to spend in the centre."
Nearly 100 people waited patiently outside the shop before the shutters opened at 9am.
Store manager Kelly Mason said: "This shop will give people another choice."
Ben Mansfield, Primark's sales director for Bradford, said: "The whole nature of our business is value for money and we pride ourselves on our loyal customer base."
Shopping in Bradford will be boosted further with the development of the Broadway shopping centre.
The £300 million complex being built by Australian company Westfield will provide 100 shops, two department stores, apartments and a large car park.
Leading retailers Debenhams and BHS have already announced they will take major stores in the new development, and high street jewellers H Samuel are among many blue chip companies negotiating with Westfield over the possibility of moving in.
Westfield has yet to announce a date when Broadway will be completed.
e-mail: ali.davies@bradford.newsquest.co.uk
WHAT YOU THINK
Rose Robinson, 57, of Tong Street, Bradford: "I've seen quite a few bargains already. I'm looking for winter wear today, it's opened just at the right time."
Jane Crabtree, 44, of Leeds Road, Shipley: "I went to the one in Leeds, and was really impressed. It's such good value for money - you can't really go wrong can you?"
Alison Shields, 47, of Sticker Lane, Laisterdyke, Bradford: "Everything is all under one roof. I've been saving up my money and I'm just shopping for anything which takes my fancy."
Avril Ferrol, 20, of Parkway, West Bowling, Bradford: "The prices are attractive and I think it does really good deals."
Donna O'Brien, 33, of Thornton Road, Bradford: "I think it's great, I love Primark. I used to go to the Huddersfield branch, because it had very nice clothes. Now I can shop here."
Angela Robertshaw, 52, of High House Road, Swain House, Bradford: "It's fantastic. Bradford's dead shopping wise and any life put into it has to be positive."
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