Primark in New York Staten Island debut before planned Brooklyn opening
Primark has opened its first New York store but it has not chosen to open in the heart of the city. Instead, on Thursday it unveiled a store covering 55,100 sq ft in the Staten Island Mall with plans also in the pipeline for a Brooklyn store.
The latest opening is the Anglo-Irish brand’s seventh US store and sells the complete range of the value retailer’s goods from womenswear to menswear, kidswear, beauty, gifts and homewares.
The company debuted in the US only 18 months ago with an opening at Downtown Crossing in Boston and has since built its presence gradually with a focus on the north east. Its others stores are in Pennsylvania’s King of Prussia and Willow Grove malls, New Jersey’s Freehold Raceway Mall, the Danbury Fair Mall in Connecticut, and Burlington Mall in Massachusetts.
The new store, which has created 200 jobs, has 36 pay points, 41 fitting rooms, free Wifi and two “recharge” seating areas for weary shoppers, as well as the firm’s budget product offer with prices that come in below domestic market peers such as Forever 21.
The slow and steady approach to US expansion seems to make sense. The company currently has 330 stores in the UK, Ireland, Spain, Portugal, Germany, the Netherlands, Belgium, Austria, France and Italy, as well as the US, but has seen some store cannibalisation in both Germany the Netherlands in recent periods.
With so few US stores, and no e-commerce operations, this is certainly not a risk in North America so far, And its opening plans for this year seem unlikely to change that scenario. It has plans for three further US locations - South Shore Plaza in Braintree, Massachusetts, plus American Dream in East Rutherford, New Jersey, and Kings Plaza in Brooklyn, New York.
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