PRIMARK Opening in Dubai…What We Know!

I grew up in Ireland where Primark (known as Penney’s in the Emerald Isle) is an Irish institution ingrained into our culture with phrases coined such as “Thanks hun… Penney’s!” (which was said in reply to being complimented when wearing something from the iconic store) is part of every Irish gal’s vocabulary.

Known for its affordable take on ladies, men and children’s fashion trends, accessories, beauty products plus homeware as well as being able to thrive in increasingly competitive retail landscapes, it’s always been one of those places where you go in for a pair of socks and come out with two bags full of clothes, shoes, accessories that you do probably do not need but the price was so good, you couldn’t resist.

With currently 460 stores globally (15 across Europe and 16 stores in the US), the retail Irish giant which first opened its doors 55 years ago in 1969 by Arthur Ryan, is finally coming to the Middle East – music to my ears as an Irish gal who is used to always getting her ‘Primani fix’ when she goes home to Ireland or anywhere that has a Primark.

It’s one store we have never had here and it’s finally happening. Alshaya Group will be partnering up with Primark to bring it to the region with plans to open the first store at Dubai Mall (located on Level 1, replacing Debenhams, which closed its doors on April 11th), a second branch at Mirdiff City Centre and a spacious three-floor store opening at Mall of the Emirates.

Primark’s success in the retail industry is down to knowing it’s customer. They understand what budget-conscious customers want and how to give it to them. Interestingly they have never had an online shopping presence which I’ve always found equally bizarre and frustrating. Their business approach focuses entirely on brick-and-mortar retail keeping their costs low (and prices) by not having to worry about e-commerce, packaging, warehouses and delivery logistics. Instead, they invest heavily in the in-store experience, making its stores – destinations rather than just places to shop – something we can all look forward to in the UAE. For example, some of their flagship location stores around the world offer beauty salons, cafes and personalized shopping experiences ensuring customers enjoy their visit. Primark’s low-cost, high-volume strategy means it can sell large quantities of clothing, accessories and homeware at significantly lower prices than competitors.

Personally, I cannot wait to get hold of one of the iconic Primark brown bags. I’ve waited 22 years here for this iconic piece of Irish retail history to open its doors in the UAE and it’s finally happening. It’s one of those stores where you know you’ll probably find what you are looking for whether you are going on holidays, need an affordable outfit for an event, have a hen party or a baby shower, need to buy a gift for someone and/or pick up some trendy fashion bits for the kids – it’s a one-stop shop for all your needs and now we all won’t have to travel far to get our Primark fix!