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Regional shopping centres ‘key’ to boosting Primark’s US profile…

Approximately one year after launching across the pond, Primark’s finance director, John Bason has told the trade fashion publication, Drapers that small, regionally-based shopping centres will ‘play a key role’ in building the value retailer’s reputation in the US.

Since opening large-format stores in cities such as Boston, Associated British Foods, Primark’s parent company, has recently opened three more stores located in regional malls in Willow Grove Park, Philadelphia; Danbury, New England; and Freehold Raceway, New Jersey and Bason has declared the company will continue to search for similar locations.

“The [smaller stores] are doing very well for us,” Bason told Drapers. “People are now aware of Primark, and that’s something we are really working on. It’s all about getting people through the door. Once they are in, they love our prices and our product. It’s important for us to be in these centres as the high street is much less dominant in the US compared with the UK, Germany or France.”

Bason has also shared plans of extending its current Boston store’s selling space by 20 per cent, as well as opening another three US stores in the next financial year.

 

Read more from Bason here