Primark officially opened the doors of its first-ever standalone home store in Belfast yesterday (6 March), with the head of Primark Ireland and Northern Ireland stating that it was a “big step forward” for the brand.
The opening of the new retail concept represents a £2 million investment in the city centre and the creation of over 40 new retail jobs, bringing Primark’s total headcount to over 400 in Belfast and over 1,300 colleagues across Northern Ireland.
Primark has seen growing demand from its N. Ireland customers for its home range with cotton bedding collections and unique kitchen ceramics proving particularly popular. Tablescaping remains a dominant trend, extending beyond Christmas to Easter, as more customers embrace seasonal home décor, with Easter wreaths and large-scale decorations becoming customer favourites.
“This is a big step forward for the Primark brand as we continue to evolve our offering in line with the needs and wants of our loyal customers,” commented Fintan Costello, head of Primark Ireland and Northern Ireland. “We’ve seen a real surge in interest for our homeware ranges which is why we’re thrilled to launch the world’s first-ever Primark Home store in Belfast today. Ever since the reopening of our Bank Buildings store, the shoppers of Belfast have really embraced Primark and we’re incredibly proud to bring further investment to the city in return. The opening of this standalone store has also given us the opportunity to enhance Bank Buildings, where we can now offer bigger and better kids’ and menswear departments.”
The opening of Primark Home comes as the retailer launches its first homeware collection inspired by Pinterest trends this week. Teaming up with the discovery platform, the range features everything from spring floral crockery and soft pink frill bedding to neutral ceramics and tableware. To style the new collection before they buy it, shoppers can head to Pinterest and use Collages – an interactive tool to pull together their vision, using cutouts of products from the Primark range.
Belfast customers are also in for a treat, with exclusive access to a new home range four weeks before its release in other Primark stores. The Primark Home Edit is a new, superior-quality collection, which features luxury 500-thread count bedding, plush towels, rich, intense home fragrances, and refined, lightweight ceramic tableware.
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