Primark announced plans to open three new U.S. stores in Texas and Illinois in late 2025, expanding the retailer’s American footprint as it accelerates its long-term strategy to establish a significant presence in the country.
The openings, part of the Primark Expands in the U.S. strategy, aim to strengthen Primark’s appeal to cost-conscious shoppers seeking affordable apparel and home goods.
Primark Expands in the U.S.
| Key Fact | Detail |
|---|---|
| Store Locations | Gurnee Mills (IL), Katy Mills (TX), Grapevine Mills (TX) |
| Opening Timeline | Nov. 20, 2025 (IL & Katy), Dec. 4, 2025 (Grapevine) |
| U.S. Store Goal | 60 locations by 2026 |
| Starting Pay | $15/hour with scheduled increases |
| Sample Price Points | Jeans $12, tees $5, kids’ sweatshirts $8 |
Primark Expands in the U.S. Expansion Strategy in the U.S. Market
Primark’s announcement reflects a continued effort to expand its U.S. operations after years of cautious market testing. The Primark Expands in the U.S. push highlights the company’s decision to invest in large suburban malls with high foot traffic, a strategy aligned with Primark’s business model of attracting value-driven customers.
The company said the new stores—located in Illinois and Texas—will add over 100,000 square feet of combined retail space. They will also include Primark’s full assortment of fashion, essentials, home goods, and beauty products.
Kevin Tulip, President of Primark U.S., said the expansion represents a “response to strong demand from American shoppers for high-quality, low-cost apparel.” He added that the growth plan is “built on the confidence gained from our successful U.S. openings to date.”
Why Texas and Illinois? Retail Footprint Strategy Explained
Access to Growing Regional Markets
Texas and the Midwest have become attractive retail expansion zones due to rising population patterns, strong suburban growth, and competitive commercial real estate conditions.
Katy Mills and Grapevine Mills, both operated by Simon Property Group, are among the largest outlet-style malls in their respective regions. These high-traffic centers align with Primark’s strategy of prioritizing large-format stores in dense catchment areas.
Illinois’ Gurnee Mills serves the broader Chicago metropolitan region, where Primark has previously seen strong engagement from consumers traveling to its stores in neighboring states.
Holiday Timing and Consumer Spending Cycles
All three openings fall in late November and early December—weeks associated with Black Friday, holiday sales, and high foot-traffic.
Retail analysts note that holiday season foot traffic can help new stores establish immediate brand visibility, a key advantage for Primark, which relies heavily on physical retail as its primary distribution model.
U.S. Retail Environment — Risks, Conditions, and Opportunities
State of the American Brick-and-Mortar Market
While many U.S. retailers have closed stores due to rising costs and shifting consumer habits, value-based chains have generally outperformed the broader market. According to data from the National Retail Federation, discount and fast-fashion retailers continue to see steady demand as households prioritize affordability amid inflation.
Primark’s decision to avoid e-commerce and instead focus solely on physical stores sets it apart. The model works in Europe but faces unique challenges in the United States, where online shopping penetration is among the highest in the world.
Import Tariffs and Policy Impacts
A potential revision to the U.S. “de minimis” import threshold—which currently allows purchases under $800 to enter duty-free—could indirectly benefit Primark by reducing the cost advantage of ultra-cheap online imports from overseas.
Executives at Associated British Foods, Primark’s parent company, have said tariff changes “could create new opportunities for value-based brick-and-mortar retailers.”
Real Estate Strategy and Supply Chain Demands
Large-format stores require substantial inventory, staffing, and efficient logistics. Expanding from the Northeast into the South and Midwest will test Primark’s supply chain resilience.
Retail real estate specialist Michael Grant notes:
“Primark’s success will depend on scaling without compromising its fast inventory turnaround model. The U.S. is geographically vast, and consistency across regions will be a challenge.”
Consumer Behavior and Primark’s Value Proposition
Demand for Low-Cost Apparel
Amid inflation and cost-of-living adjustments, U.S. consumers have shifted more of their spending toward budget-friendly apparel. Primark’s offering—jeans at $12, basic tees at $5—places it competitively among discount retailers.
Appeal to Families and Younger Shoppers
The retailer’s broad range of products at low price points, combined with trend-oriented fashion, appeals to families seeking affordable clothing and Gen Z and millennial shoppers prioritizing value over brand prestige.
Store Experience and Foot Traffic
Primark stores frequently draw high foot traffic, often attributed to low prices, large inventory variety, and high-volume merchandising. The company is banking on this model to replicate its European popularity in new U.S. markets.
Employment and Community Impact
Primark’s new stores are expected to generate several hundred local jobs. Base pay begins at $15 per hour, with wage increases scheduled after six and twelve months of employment. The company said it aims to “create long-term career pathways” for store staff and managers.
Local hiring may strengthen community ties as Primark enters suburban regions where retail is a significant source of employment.
ESG Commitments and Sustainability Considerations
Primark has publicly emphasized its “Primark Cares” initiative, which outlines ambitious sustainability targets, including:
- increasing the use of recycled fibers,
- reducing carbon emissions across operations, and
- improving supply chain transparency.
Environmental advocates continue to scrutinize fast-fashion brands, urging greater responsibility in sourcing and production. As Primark expands in the U.S., environmental groups and regulators may intensify their focus on the brand’s sustainability claims.
Historical Context — Primark’s U.S. Entry and Lessons Learned
Primark entered the U.S. in 2015 with its first store in Boston. Early challenges included:
- building supply chain operations from scratch,
- consumer unfamiliarity with the brand, and
- competition from established domestic retailers.
The company has since refined its strategy, targeting suburban malls with high foot traffic and adjusting inventory to reflect American seasonal patterns.
Market observers say the Texas and Illinois openings signal that Primark is now confident enough in consumer demand to increase its pace of expansion.
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Industry Experts Weigh In
Dr. Sarah Edwards, a retail analyst at the Retail Futures Group, said Primark’s move reflects “the convergence of economic pressures and consumer demand for discount fashion.” She added that the U.S. market is “ripe for disruption from global value brands.”
Linda Madison, a professor of retail studies at Michigan State University, said Primark’s approach could help revive foot traffic in malls struggling after years of decline.
“Primark offers a compelling in-person experience at a time when many malls are trying to reinvent themselves,” she said.
Outlook — What Comes Next for Primark in the U.S.
Primark’s three new stores will test its ability to operate efficiently across a more geographically diverse American market. Success in Texas and Illinois could trigger additional openings in nearby states, helping Primark approach its target of 60 U.S. stores by 2026.
Analysts caution that execution, inventory flow, and sustained consumer interest will determine whether the brand can become a dominant player in the American value-retail sector.
