Primark Reveals Opening Date, Details For Herald Square Flagship

Primark will open its long-awaited U.S. flagship in NYC’s Herald Square on May 8. The European retailer first announced plans for the store — which will be located directly across from Penn Station, at 150 W. 34th Street — in October 2024.

Spanning more than 54,000 square feet and multiple levels, the Herald Square flagship will be Primark’s 11th store in New York and 40th in the U.S., marking more than a decade of steady expansion in the country. The value retailer made its U.S. debut in Boston in 2015 and currently has 38 stores across 13 states, including recent launches in Miami; Grapevine and Katy, Texas; and Gurnee, Ill. A new store in Hurst, Texas also will debut in advance of the Herald Square location on April 30.

Primark’s NYC flagship, its first in the U.S., will stand alongside the brand’s flagships in other fashion capitals, including London, Milan, Madrid and Rome. To celebrate, Primark has a range of activities planned for opening day, including a Grand Opening complete with ribbon cutting, music and giveaways on May 8 that will expand to a Block Party at the nearby Herald Square Plaza later in the day. Block party attendees will enjoy photo opportunities, live music, sweet treats, lattes and pup cups from Joe’s Coffee and branded pedicabs.

“This is a landmark moment for Primark in the United States as we open our incredible new flagship at the epicenter of American fashion,” said Kevin Tulip, President of Primark U.S. in a statement. “The excitement and buzz around the brand is already building across Manhattan — from busy stores in the surrounding boroughs, to lines stretching blocks at our pop-up Primark Studio in NoHo, we’re expecting strong demand from New Yorkers and tourists for the store.”

The U.S. milestone comes as new CEO Eoin Tonge settles in at Primark’s parent company Associated British Foods (ABF). ABF is expected to give an update tomorrow on its plans to spin off Primark from its food businesses.

To learn more about the company and its U.S. ambitions, check out this episode of the Retail Remix podcast featuring Tulip: