Primark's continuous expansion

Primark is experiencing “new and unheard of success” in the European market, especially in Germany and the Netherlands, according to Wolfgang Krogmann, the general director for Northern Europe. This success marked the opening of store

number 259 today for the Irish retailer, in Zoetermeer, the Netherlands. Just like the company slogan, 'every day at Primark is an extraordinary day,' the opening was celebrated with an official ceremony.

Primark

opens new stores in Holland, Spain and adds France

It was only 6 years ago when the company decided to expand to the rest of Europe, after their initial success in the UK. The first European store to open was just outside Madrid, Spain. Primark has had their eye on the Netherlands for quite a while, ever since they opened up the first store in Rotterdam five years ago. Since then, the company has witnessed a number of positive reactions from their over-sea consumers, with a number of German and Dutch customers traveling up to three hours to visit their local Primark store. European consumers are drawn to Primark because it offers “low prices, good quality and fashionable feeling” Krogmann continues. He explains that the company is able to keep retail prices low because they keep other spendings to a minimal, such as their marketing and editorial work, which is all done in London to keep costs down. So even though '97 percent of all the items' they sell are produced and purchased in the same factories as their competitors, Primark is able to “live with a lower mark up” than other retailer stores and continue to be profitable, Krogmann concluded. The Irish retailer reported 22 percent sale increase, a substantial end to the financial year to September 14th, ahead of their predicted forecasts which was backed by strong trading in Primark's continental stores.

Krogmann also noted Primark's growing awareness of the environmental impact they are creating. As the company continues to grow and expand across Europe, Primark is taking a stand to cut down their waste production and cut down on energy consumption. “We could use plastic bags like everyone else,” Krogmann stated. But Primark's iconic brown paper bags are all “recycled from the cartons used to transport good from factories,” he adds and it takes roughly 2 weeks for new bags to be made. Primark also worked together with Carbon Trust, to create a 'carbon neutral' store in East Ham, London. From this 'trial project,' Primark embraced new ideas and technologies and are “now introducing new ways of using green knowledge and intelligence” in future stores concludes Krogmann. New, eco-efficient escalators, air conditioning and lighting are all integrated into the new store in Zoetermeer, giving the store a stream-lined, clean look that will be incorporated in future stores.

With another 5 stores set to open across the Netherlands by the end of 2014, 37 stores operating in Spain alone and Dublin Penney's being the biggest of them all, Primark keeps growing. Combined with store number 260 ready to open tomorrow in Spain and plans to expand in the US in motion, it looks like there is no stopping the Irish retailer from spreading around the global.

Vivian Hendriksz

Photos Courtesy of Simon Trel
Photos: Wolfgang Krogmann, Primark store in Zoetermeer.