Irish brand Primark debuts new $11.3 mn Turin store

Spanning over 4,500 sq. metres of shopping space, the new store offers an extensive range of products from everyday essentials such as nightwear, to fun licensed products as well as the latest trends across womenswear, menswear and kidswear, beauty, lifestyle and homeware, all at affordable prices.

In a new feature for Primark in Italy, the store has self-checkout tills, alongside traditionally served tills, making it even easier and quicker for shoppers who are short on time or paying by card.

Primark continues to offer more sustainable products that everyone can afford. Already, 55% of Primark’s clothes are made using recycled or more sustainably sourced materials, and the retailer has committed to making this 100% by 2030.

Just last month, the retailer announced it has reduced prices on hundreds of its everyday essential kids’ clothing and accessories, helping families make their money go further as they start planning their summer wardrobes. Lower prices have been introduced across selected kids’ ranges including t-shirts, shorts, swimwear, sliders and baseball caps ready for the rising temperatures and start of the holiday season. It is the second consecutive year that Primark has committed to keeping its prices low on kidswear.

Luca Ciuffreda, Head of Primark Italy, said: “Opening our brand new store Primark To Dream today is indeed a dream – we are incredibly proud of all of the teams who have worked so hard to get it ready. We have 150 new colleagues who have joined the team, and we look forward to unveiling our fantastic range of products and giving customers a great experience as they shop in our store.”

Paolo Chiavarino, Trade Councillor of the Turin Municipality: “We value the offer of products made with a high percentage of recycled materials or made through more sustainable sources, combined with an offer that allows purchasing accessibility for a vast area of the population: this sensitivity is in line with the respect for the planet's resources and at the same time acts as a concrete response to the need for families to save in a period characterized by rising prices.”

Last year, Primark reaffirmed its commitment to Italy by announcing a capital investment of €50 million (~$54 million)in new stores in its Italian business. Turin To Dream marks a milestone in Primark Italy’s expansion plans, being the first of these stores to open, and the retailer’s 16th store in the country. Just last week, Primark announced that it has signed for a new store in Parma Retail, bringing its unique offering to even more customers.

Note: The content of this press release has not been edited by Fibre2Fashion staff.

Fibre2Fashion News Desk (RM)