Primark’s latest U.S. store at Minnesota’s Mall of America takes it into a 16th state. With 48 stores nationwide, U.S. President Kevin Tulip says growth will remain cautious, focusing on brand awareness and strengthening existing markets.
Primark opened 14 U.S. stores in its financial year, including a Herald Square flagship in Manhattan and a full-price shop at Vineland in Orlando. Roughly 30% of its U.S. stores are less than two years old, and planned openings are largely in states where it already operates.
Tulip said Primark can make targeted adjustments to its global range for local markets; Florida shoppers, for example, may not want a heavy puffer jacket in October. The U.K. is launching click and collect, but he said there are no immediate plans to launch online in the U.S. Digital channels will help maintain contact with customers who discover Primark in stores.
