Primark's domination of the discount fashion market continues with news it is purchasing a shopping centre in the midlands to cater to an army of bargain hunters in the region.

Primark is reportedly poised to acquire the Pavillions mall in Birmingham for an estimated £60m ($100.8m, €74m) with a view to opening a mammoth UK store.

A deal is expected to be confirmed in due course for the 250,000 sq ft complex, with half of it likely to be converted into a Primark store and the rest let out to other retailers, according to the Telegraph.

Marks & Spencer, Waterstones and H&M are some of the major retailers that currently occupy the Pavillions centre along with some 27 other stores.

Primark currently has 269 stores dotted around the globe covering a staggering 10m sq ft in total after it successfully broke into several major European markets such as Spain, France and Germany.

It has also confirmed that it will now be trying its hand in the US market after it announced that it will open a store in Boston, Massachusetts by the end of 2015.

Primark's biggest store in Britain at the moment is its flagship branch in Manchester which measures at 150,000 sq ft.

Primark's last results statement saw its year-on-year sales rise by 14%.