Primark, the international fashion retailer, will open its flagship Herald Square store in Manhattan’s Penn District on May 8.
Located at 150 W. 34th Street, directly across from Penn Station, the new Manhattan flagship marks a major milestone for the retailer’s U.S. expansion. Primark already has flagships in key cities throughout the world, including London, Milan, Madrid and Rome.
The new location spans more than 54,000 square feet of retail space and is the brand’s 11th store in the state of New York, and 40th in the U.S. The Manhattan flagship is poised to capture the high commuter and tourist footfall in the Herald Square area.
A Primark bus shelter ad.
Courtesy image
“This is a landmark moment for Primark in the U.S. as we open our incredible new flagship at the epicenter of American fashion,” said Kevin Tulip, president of Primark U.S. “The excitement and buzz around the brand is already building across Manhattan — from busy stores in the surrounding boroughs to lines stretching blocks at our pop-up Primark Studio in NoHo, we’re expecting strong demand from New Yorkers and tourists for the store. This is our biggest U.S. opportunity yet and we can’t wait to open our doors and introduce this iconic city to Primark’s iconic style and prices.”
Catering to budget-conscious shoppers, Primark sells trend-led women’s, men’s and kids’ fashion, as well as beauty, homeware and accessories. It is owned by Associated British Foods. Women’s denim, for example, starts at $12, men’s Ts at $5, and girls’ and boys’ sweatshirts at $8.
Primark is headed to Herald Square.
Courtesy image
Rene Federico, U.S. head of marketing at Primark, told WWD, “We continue to see that consumers don’t want to compromise — they want style and quality and they don’t want to break the bank to get both. Primark clearly has this defined, and frankly, unique offering, so as we enter a cultural hub like Manhattan, it’s crucial we’re communicating that message. We’re going big in New York City with marketing efforts from billboards in Times Square to an arsenal of local favorite influencers to meet the moment. This milestone is the perfect time to show New Yorkers — who are smart, savvy and fashion-forward — that Primark is here for all their needs.”
Various activities are planned for Primark’s arrival to the neighborhood. Shoppers can join Primark at the grand opening, with doors opening 10 a.m. to greet shoppers with a ribbon-cutting, music and giveaways for the first people in line. In addition, the brand is hosting a Block Party at Herald Square Plaza to extend celebrations beyond the store footprint. Block Party festivities are free and open to the public, running from 10:30 a.m. through 6 p.m. Attendees can partake in photo opportunities, live music spun by DJ Luna Rosa, treats, lattes and pup cups from Joe’s Coffee. There will also be branded pedi-cars to give people rides.
Since opening its first U.S. store at Downtown Crossing Boston in 2015, Primark has opened 38 stores across 13 states, including most recently in Miami; Grapevine and Katy, Texas, and in Gurnee, Ill. The retailer recently revealed its 39th store opening at the North East Mall in Hurst, Texas, set for April 30.
Founded in Ireland in 1969, Primark has more than 480 stores across 19 countries in Europe, the U.S. and the Middle East, employing more than 80,000 people.
Last month, Eoin Tonge was appointed chief executive officer of Primark, and Filip Ekvall was named to newly created role of chief commercial officer.