Primark is planning to open its first separate ‘Primark Home’ store in Belfast. The Irish fashion giant also wants to prove itself in the field of low-cost home decoration.
Interesting market
Primark already introduced an expanded home range in many of its international shops in 2021, but the Belfast store will mark the first time the chain has dedicated an entire shop to home decorations. Fintan Costello, head of Primark for the entire island of Ireland, called the opening a “proud moment” for the company. He called Belfast the “perfect location” for this kind of concept.
The store will be 800 sqm in size and should open its doors in March. It will also serve to strengthen Primark’s position in Northern Ireland, where it now has ten shops. Also, the initiative reflects the chain’s ambition to become a leading player in affordable home decoration – alongside fashion. Now that consumers are spending less on clothes, that market represents an interesting growth opportunity.
