BARGAIN hunters braved sub-zero temperatures to ensure they were first through the door of the most eagerly-awaited Bournemouth store for decades.

Suitably dressed in woolly hats and gloves, they waited patiently in Commercial Road while the official opening of the new Primark store was performed.

Live music, balloons and senior staff from across Europe greeted them when the doors were finally opened to the public at 9am yesterday.

And they soon set to work on their mission to buy as much as possible for as little as possible.

Bournemouth University students Natasha Sullivan, Lucy Palette and Rose Long had set their alarm clocks to ensure they were among the first to peruse the 49,000sq ft store, on the former Bhs site.

“We are massive fans of Primark so it was worth getting up early” said Lucy, 20. “It's so cheap and it's the place where students buy most of their clothes.”

The store, which took 22 weeks to build, is Primark's 212th and its stylish fittings and lighting prove how far the company has come since opening its first small shop in Dublin in 1969.

A total of 216 people have been employed at the new store from a total of 1,600 applicants.

The company prides itself on providing value for money with items of clothing costing from just £1.

Company Director Breege O'Donoghue was on hand for the opening and told staff: “This store is our most beautiful so far and is in our newest format. It is being opened with great pride.”

And Chief Executive Paul Marchant added: “This investment underlines Primark's confidence in the area and its economy.”

Primark has stores in Ireland, the Netherlands, Spain, Portugal, Germany, Belgium and the UK.

For more pictures, see Wednesday's Daily Echo.