Penneys opens first-ever standalone home store

Eva Osborne

Penneys, operating as Primark outside of the State, has opened its first-ever standalone Primark Home store, located on Donegall Place, Belfast.

The opening of the new retail concept represents a £2 million (€2.4 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.

The opening of the standalone Primark Home store comes as the retailer's home collection continues to thrive, offering everything from essentials to on-trend soft furnishings, decorative pieces, and small furniture.

Primark said it has seen growing demand from its Northern Ireland customers for its home range with cotton bedding collections and unique kitchen ceramics proving particularly popular.

The new store is located in Fountain House, a stone’s throw from Primark’s flagship Bank Buildings store

Head of Penneys Ireland and Northern Ireland, Fintan Costello, said: “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.

"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.”