Primark, the Irish fashion brand, celebrates 17 years of operation in Portugal with ambitious expansion plans. The company announced an investment of 45 million euros for this year, which includes the opening of four new stores, two of which it already opened in early September. Nelson Ribeiro, head of sales for Portugal and Spain, considered the national market "important" and "exciting" for the brand, stating that the knowledge gained about the country is reflected in this investment.
The new stores include units in Castelo Branco, Setúbal, Vila Nova de Gaia, Covilhã and Porto, where Primark will open its first street store in Portugal. The brand will also expand its Forum Coimbra store. This investment follows the 40 million announced in 2024, which enabled openings in Montijo, Guimarães and Viseu, with Covilhã completing that program.
Currently, Primark has 13 stores in Portugal, employing more than 1,800 employees of 10 nationalities. With this expansion plan, the goal is to create 300 more jobs and reach the milestone of 18 stores by summer of next year. The brand did not reveal plans for Madeira and the Azores islands, although it acknowledged that there is interest in those regions.
Nelson Ribeiro highlighted that the company seeks to get to know the Portuguese customer and help them make their budget go further, without sacrificing fashion and quality. Affordable fashion retail is becoming more competitive in Portugal, but Primark assures that it continues to have price at the center of its strategy and will continue to invest in the country.
