The Irish chain Primark continues to bet on the home category. Next March it will inaugurate a new store concept, which will be dedicated exclusively to home textile products and decoration accessories. Primark Home, which will operate as an independent store, beginning its journey in Northern Ireland and expanding the company’s home and lifestyle products offering.
Primark says it will offer a wide variety of home items
As the company announced in a statement, Primark Home will be located in the iconic Fountain House building on Donegall Place in belfast. It will have an area of more than 800 squares distributed over one floor and will offer a wide variety and quality at affordable prices, combining style and comfort.
It supposes a reinforcement of Primark’s positioning in the home category. In 2021, it began to incorporate items such as bedding, towels, decorative pieces, kitchen products or even small furniture, as part of the offering of its stores, in which fashion takes precedence. However, with Primark Home the company is advancing its strategy and will provide customers with an even greater selection of home products.
The company has already announced the upcoming opening of Primark Home through its social networks, with a video that allows you to take a brief look at the construction process and adaptation of the space. “Nowhere like… Primark Home“, commented the brand, urging its community to discover the store in a few weeks.
“Belfast seemed like the perfect location to bring this concept to life, and Fountain House offers an incredible setting in the heart of the city center to showcase our expanded range of homewares“; commented Fintan Costello, Director of Primark in Northern Ireland and Ireland, in a statement. “Our Home collection has always proven to be a real hit with our Belfast customers and we can’t wait to welcome them to our first Primark Home store”.
Primark Home, expected to open in March, will be the tenth Primark store in Northern Ireland and marks a new life for the Fountain House building, which already served as a temporary location for Primark between 2019 and 2022, while the Bank Buildings store was refurbished. With the opening of the new store, the home goods offering will move out of said location, allowing the children’s and men’s clothing collections to expand in that space.