Primark, the Irish clothing giant, is set to make its debut in Umbria with the opening of a new store at the Collestrada shopping center in Perugia. This opening is part of a broader expansion plan that includes a total investment of over 40 million euros aimed at launching five new stores across Italy. Alongside Perugia, new locations will include Biella, Rome—where a third store will be established—and two stores in Naples.
This expansion will elevate Primark's presence in Italy to 26 stores, creating approximately 700 new jobs in the retail sector. Since launching its first store in 2016 at the Il Centro shopping center in Arese, Primark has enjoyed significant success, growing to 18 stores throughout the country, including a flagship store in Milan, the heart of Italy's fashion scene.
According to Luca Ciuffreda, Director of Primark Italia, "I am very proud of our growth journey in Italy: in just nine years, we have reached 18 stores in 10 regions, and the potential for growth is still very high. Today we are excited to announce an additional investment of 40 million euros that will help us expand our store portfolio, generate new jobs, and support local communities. We know that Italians love our offering of children's clothing, basic items like pajamas and underwear, and our incredible team works hard every day to bring our unbeatable value to customers across Italy. We expect to grow further in Italy and worldwide and look forward to making Primark products accessible to everyone."
Primark's commitment to creating a unique in-store shopping experience is evident in the design of these new stores, which will feature spacious areas dedicated to clothing, beauty products, and home goods—all at affordable prices. The new locations will also introduce self-service checkouts alongside traditional ones, providing customers with greater flexibility in payment methods, allowing for quick and convenient shopping.
This announcement follows Primark's previous investment of 50 million euros in November 2023, which included the opening of five new stores in Turin, Livorno, Salerno, Cosenza, and Genoa, with another store also set to open in Parma. The company is clearly on a rapid growth trajectory in Italy.
To support the upcoming openings, Primark plans to create 700 new retail jobs, bringing its workforce in Italy to over 5,000 employees. Laura Finocchiaro, Head of People & Culture at Primark Italia, emphasized the career development opportunities available, stating, "Working at Primark represents an opportunity to build a solid career in the retail sector, with internal training programs like 'Grow with Us', as well as learning and development opportunities at all levels. A mix of full-time and part-time roles will be available, including retail assistants and managerial positions. Interested candidates can apply through the Primark website in the Careers section in the coming months."
Primark's investment in Italy aligns with its ambitious international expansion strategy, which currently encompasses 462 stores across 17 markets. The company continues to pursue growth in both new and existing markets, leveraging its successful business model to meet consumer demand.
The new store in Perugia is expected to open its doors in early 2026, marking a significant step in Primark's ongoing commitment to expanding its footprint in Italy. With the addition of these new locations, Primark reinforces its position as a key player in the Italian retail landscape, catering to the needs of a diverse customer base.
As the fashion retailer prepares for this expansion, it is clear that the focus remains on providing value and accessibility to all consumers. With a track record of success and a clear vision for the future, Primark is poised to make a lasting impact in the Italian market.
