• by Sarah Mahoney  @mahoney_sarah, July 29, 2024

Primark, well known to fashion bargain hunters in Ireland, the U.K., and Europe, is accelerating expansion throughout the U.S. The retailer is opening its first store in Michigan in September in a Detroit suburb. And a new store in the Florida Mall in Orlando is scheduled to open next month.

That brings Primark's U.S. base to 27 stores in 11 states and more than 450 stores worldwide. The goal? The company aims to reach 530 stores by the end of 2026.

The retailer, based in Dublin, is busy hiring staff for the new locations and looking for new ways to introduce consumers to the chain’s ultra-low prices, including email campaigns.

With denim apparel starting at $10, $4 T-shirts and an extensive collection of licensed products, including items from Disney, the NBA and the NFL, the company is building sales momentum.

Primark has typically spurned conventional marketing and advertising tactics, instead focusing on keeping prices as low as possible,  on local initiatives, word of mouth, and investing in customer experiences that differentiate it from competitors like H&M and Zara. Those can include food trucks and performances.

The new Orlando location, for example, will have an entire floor -- and plenty of photo ops -- dedicated to Disney products, from Mickey and Minnie Mouse to "The Lion King."

The U.S. push is paying off.

In its most recent financial results, parent company Associated British Foods says Primark delivered strong sales growth, up 7.5% in the period. In the U.S., sales jumped 38.4%, driven by new openings, including new stores in the Woodfield Mall in Chicago; Smith Haven, Long Island; and Charlotte, North Carolina. Primark also announced lease agreements in Tennessee, Maryland and Texas.