Why Primark is targeting US expansion with NYC store
Primark, the retailer known for its cheap-as-chips fashion, beauty and homeware, has signed a lease to open its first store in New York City as part of its expansion project.
Set on 34th Street across from Macy’s flagship store, the 75,000-square-foot space, which will open in 2026, includes 54,000 square feet of selling space on four levels.
The Dublin-based retailer will be set amongst rival retailers Macy’s, Target, H&M, Zara, Uniqlo, American Eagle and Urban Outfitters, who are all part of Herald Square’s retail district. Primark’s soon-to-be newest site is currently occupied by Old Navy.
“There’s a great competitor set in that area. It is certainly synonymous with retail,” said Kevin Tulip, President of Primark US, told WWD.
“For a company like Primark that is building not just stores, but also its brand across the US, the ability to have a flagship store there is an incredible moment for us”, Tulip added.
Primark reached its golden anniversary last month, but the retailer is showing no signs of slowing down, committing to “expand and invest” for future growth.
The investment in the US is part of the retailer’s ambitious growth plans to expand across “new and existing markets”. Its aim? To reach 530 stores by 2026. In May, Primark entered its 17th market, opening its first store in Budapest, Hungary. In June, Primark, which first opened its doors in Portugal 15 years ago, announced that it had set its sights on expanding further across the country with a €40 million investment.
Primark opened its first US store in Boston in 2015, but it wasn’t until this August that Primark launched its first brand campaign in the US titled ‘That’s So Primark’. The campaign reflects confidence in the brand’s US expansion, which sees Primark’s US portfolio reach 60 stores by 2026, over double its current 27.
Primark is set to open its 10th New York store at Queens Center mall in time for the holiday season. It is also set to enter Texas later this year with a store in McAllen.
“We continue to look around,” Tulip said. “We continue to learn lessons and see what works for us. I think this is a very exciting moment that shows the progress on our American ambition here for Primark.”
