Quick Facts
- Primark opened a 54,000-square-foot flagship store in Manhattan’s Herald Square on May 8, its 40th US location
- US sales grew 30% in 2024, with the market now representing 5% of Primark’s $12.9 billion global revenue
- The company sells jeans from $12 and T-shirts from $5 using an ultra-low-price, high-volume business model
Primark opened its largest US store in Manhattan’s Herald Square on May 8, betting big on American expansion with a four-floor flagship directly across from Penn Station.
The 54,000-square-foot store at 150 W. 34th Street marks the Irish retailer’s most ambitious US play yet. Herald Square handles hundreds of thousands of commuters daily and houses major competitors including Zara, H&M, and Macy’s.
“Opening a location in the epicenter of US fashion is going to be an exciting milestone for Primark US,” said Kevin Tulip, Primark US President. The company lit up the Empire State Building in its signature aqua color to mark the opening.
US performance drove Primark’s expansion plans. American sales jumped 30% in 2024, with the market representing 5% of the company’s $12.9 billion global revenue. Primark opened six new US stores last year and expects to operate more than 50 American locations by year-end.
The retailer’s ultra-low pricing strategy anchors its US growth. Manhattan shoppers find jeans starting at $12, T-shirts from $5, and children’s clothing from $8. This pricing comes from Primark’s “no bells, no whistles” business model built around high-volume sales and cost leadership.
Primark avoids expensive marketing and eschews online shopping to cut delivery costs. The company introduces new styles weekly with lead times of just four to six weeks from design to shelf.
Recent trade changes benefit Primark’s brick-and-mortar focus. The end of duty-free treatment for Chinese online parcels hurt digital competitors like Shein and Temu, forcing them to raise prices. Primark imports in bulk and avoids online delivery costs, making it more competitive against these rivals.
The Manhattan store opens as Herald Square shows recovery signs after losing major tenants like Uniqlo and Forever 21 during the pandemic. Primark’s arrival coincides with broader district revitalization efforts.
Parent company Associated British Foods plans to spin off Primark as a standalone entity by 2027. The retailer targets mid-single-digit sales growth in 2025, with store rollouts contributing 4% to 5% annually to total sales growth.
Read more: Primark’s biggest US bet yet
