{"id":223904,"date":"2026-05-07T22:06:38","date_gmt":"2026-05-07T22:06:38","guid":{"rendered":"https:\/\/www.newsbeep.com\/us-ny\/223904\/"},"modified":"2026-05-07T22:06:38","modified_gmt":"2026-05-07T22:06:38","slug":"irelands-primark-raises-u-s-profile-with-manhattan-flagship","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us-ny\/223904\/","title":{"rendered":"Ireland’s Primark Raises U.S. Profile With Manhattan Flagship"},"content":{"rendered":"

\n\tFor Primark<\/a>, the Dublin-based fashion chain with the razor-sharp values, it\u2019s a milestone moment in the U.S.<\/p>\n

\n\tThe retailer will open a four-level flagship on 34th Street on Friday \u2014 between Sixth and Seventh Avenues and smack opposite the Macy\u2019s Herald Square flagship. The opening is Primark<\/a>\u2019s 40th store in the U.S. and the retailer\u2019s most important and highest profile store in the States. Primark entered the U.S. in 2015.<\/p>\n

\n\tThe location, at 150 West 34th Street, should go a long way to raise the retailer\u2019s profile. \u201cWe are just not always top of mind for consumers \u2014 yet. That\u2019s the opportunity that\u2019s ahead,\u201d said Kevin Tulip, president of Primark in the U.S., during a tour of the flagship.<\/p>\n

\n\tTo support the opening, Primark triggered its biggest marketing campaign yet. \u201cFor a company that has done very little marketing historically, we\u2019ve really gone all out here,\u201d said Tulip. Billboards, mass transit, social media, even some cheeky ads poking fun at the Met Gala which happened on a Monday \u2014 saying \u201cthe real event\u201d happens Friday \u2014 have all been part of the program.<\/p>\n

\n\t\u201cThere are definitely things we did in New York that we haven\u2019t done anywhere else,\u201d Tulip said.<\/p>\n

\n\tHe\u2019s confident the store will generate strong sales and traffic, and there\u2019s good reason considering the daily crowds in the neighborhood. \u201cWe\u2019re ready for it to be our biggest volume store. We\u2019re obviously in the middle of Manhattan so we\u2019ll have everyone from locals to commuters, to domestic and international tourists here. And at 54,000 square feet of selling space, and 75,000 square feet overall, it\u2019s big. We\u2019ve got our full product range here \u2014 all of our great fashion and all of our great everyday essentials.\u201d The store sells women\u2019s \u2014 Primark\u2019s largest volume business \u2014 as well as men\u2019s, kids and home.<\/p>\n

\n\tTulip declined to comment on its projected volume, but sources have told WWD that the store is seen generating around $100 million.<\/p>\n

\n\tPrimark\u2019s strength lies in delivering fashion at very low prices, undercutting competitors like H&M, Zara and Uniqlo, and presenting heavily merchandised floors. The great majority of Primark\u2019s merchandise is private label, though there is a wide range of licensed merchandise revolving around sports, music and pop culture, including Disney characters, the New York Knicks, Britney Spears, and a recently launched KPop Demon Hunters range with Netflix.<\/p>\n

\n\t\u201cTen dollars would be about our average price,\u201d Tulip said. \u201cWe\u2019ve got entry price points at $4 for a cami and $4 and $5 for shorts. Some of the favorite items [for shoppers] are our $3.50 swim separates. We\u2019re starting to get famous for these things. These are what people come back for, time and time again. Everyday essentials are like 60 percent of our total product range.\u201d<\/p>\n

\t\t\t\t\t\t\"Primark<\/p>\n

\t\t\t\t\tThe ladies trend area by the entrance to Primark on 34th Street.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy photos<\/p>\n

\n\tTulip was joined by Mary Lucas, trading director of women\u2019s and men\u2019s wear and men\u2019s accessories, and Claire Taaffe, corporate affairs director, for a store tour that started at the main entrance on 34th Street. (There\u2019s also an entrance on 33rd Street.)<\/p>\n

\n\tFirst up is the ladies trend area, featuring a summer collection under the name of Paula Echevarria, a Spanish influencer and actress. \u201cIt\u2019s very coordinated, and of-the-moment in terms of trend and the key colors,\u201d said Lucas. \u201cWith the store opening tomorrow, we\u2019ll do very well with anything that\u2019s coordinated, whether that\u2019s a woven top for $12 or a $14 trouser. We\u2019ll flip [the ladies trend area] out every four weeks so there\u2019s constant newness and interest for the consumer. In Ireland and the U.K., they probably come in every week. It\u2019s less frequent in the U.S., but it\u2019s gaining momentum here.\u201d<\/p>\n

\n\tNext up is the contemporary area, with balloon trousers, peplums, cinched jersey shirts and embroidered blouses with fringes among some key looks.<\/p>\n

\n\tFurther into the store are commodity-oriented essentials, then the Primark Edits section for styles in more premium fabrics such as cashmere, linen and satin at slightly higher prices; a denim section with the popular barrel-leg, wide-leg and jogger jeans as well as skinny jeans, which are still the bestseller.<\/p>\n

\n\tOther areas in the store feature workout wear and the \u201cPrimark Scene\u201d featuring styles for tween girls.<\/p>\n

\t\t\t\t\t\t\"Primark<\/p>\n

\t\t\t\t\tPrimark taps into pop culture.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy photos<\/p>\n

\n\tArchitecturally, the store retains many of the features of the Old Navy store that formerly occupied the site, namely the large skylight, the brushed concrete floor, and the high, exposed ceilings lending an industrial look.<\/p>\n

\n\tThe store has clearly visible signage designating categories and spotlighting the low, low prices. \u201cWe use a lot of navigation on the walls, and then obviously, we want our prices to pop as well,\u201d said Tulip.<\/p>\n

\n\tThe selling floor is also distinguished by curved \u201cfloating\u201d display walls on wheels enabling Primark to be agile either maximizing or minimalizing items or categories depending on selling trends. \u201cEverything is on wheels,\u201d said Tulip. \u201cWe want this to be a very dynamic space for our team. If we find that ladies trend merchandise is doing double what we expected, we\u2019ll give it double the space.\u201d<\/p>\n

\n\tThe 34th Street store uses a more elevated approach compared with other U.S. Primarks. \u201cThe materials we\u2019ve used, the signage package \u2014 we\u2019ve got music playing in the store. There\u2019s a lot of enhancements, because it\u2019s a flagship and because it\u2019s Manhattan. You\u2019ll find product in here that we wouldn\u2019t have in a more standard regional mall store.\u201d<\/p>\n

\n\tHe said Primark has been opening 10 to 12 stores per year in the States, though he\u2019s not bound by any goal for openings. \u201cCautious growth is our approach,\u201d said Tulip.<\/p>\n

\n\tOf Primark\u2019s 40 units in the U.S., a small number are downtown locations, mostly in the Northeast. \u201cWe\u2019re really focused on the regional mall model, because that is where most spaces are available in the U.S. and on the Mills outlet-style malls as well.\u201d<\/p>\n

\n\tCould Primark open a second Manhattan location? \u201cThere are definitely other exciting parts of Manhattan,\u201d said Tulip. \u201cBut there\u2019s nothing in the works at the moment.\u201d<\/p>\n

\t\t\t\t\t\t\"Primark<\/p>\n

\t\t\t\t\tPrimark gets au courant with New York Knicks merchandise.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy photos<\/p>\n","protected":false},"excerpt":{"rendered":"For Primark, the Dublin-based fashion chain with the razor-sharp values, it\u2019s a milestone moment in the U.S. The…\n","protected":false},"author":2,"featured_media":223905,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35],"tags":[75,84,83,9,24,63,25416],"class_list":["post-223904","post","type-post","status-publish","format-standard","has-post-thumbnail","category-manhattan","tag-manhattan","tag-manhattan-headlines","tag-manhattan-news","tag-new-york","tag-new-york-city","tag-nyc","tag-primark"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts\/223904","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/comments?post=223904"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts\/223904\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/media\/223905"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/media?parent=223904"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/categories?post=223904"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/tags?post=223904"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}