What: Primark is set to open its first Manhattan store on 34th Street, strategically located across from Macy's Herald Square, by 2026.

Why it is important: This expansion marks a significant step in Primark's U.S. growth strategy, enhancing its brand visibility and competitiveness in a prime retail location.

Primark, the value-oriented fashion retailer, has signed a lease for its first Manhattan location at 150 West 34th Street, currently occupied by Old Navy. The 75,000-square-foot space will feature 54,000 square feet of selling space across four levels and is expected to open in 2026. This strategic location places Primark amidst a competitive retail environment, directly across from Macy's Herald Square and near other major retailers like Target, H&M, and Zara.

The move is part of Primark's broader U.S. expansion plan, which aims to increase its store count from 27 to 60 by 2026. The retailer has been gradually building its presence in the U.S. since opening its first store in Boston in 2015. Primark's strategy involves taking over vacated retail spaces, such as former Sears and JCPenney locations, and focusing on high-traffic areas with complementary retailers and entertainment options.

Primark's Manhattan flagship will emphasise fashion-forward offerings, particularly licensed products related to the NBA, NFL, Disney, and Netflix. This focus aligns with the retailer's recent U.S. brand campaign, "That's So Primark," highlighting its commitment to affordable fashion.

The new store will further solidify Primark's presence in New York State, where it currently operates nine stores. Additionally, Primark plans to expand into Texas and Tennessee in the coming years.

Primark expands U.S. presence with first Manhattan store