Primark has opened its 13th store in Portugal today at Palácio do Gelo in Viseu. Nelson Ribeiro, Head of Sales for Primark Portugal & Spain, stated that Portugal is a “strategic market” for the brand, with plans to open another store next year.
“We see great potential for growth in the Portuguese market and are excited to reach 14 stores in the country by 2026! Today, we open the Viseu store, the 13th Primark store in Portugal and the third of the four new stores announced last year as part of a 40 million euro investment in the Portuguese market,” stated Nelson Ribeiro.
The executive also noted that, in addition to opening new stores, Primark is focusing on “remodeling” several stores, including those in Colombo, Lisbon, Sintra, and Portimão. Renovations will also start in July at the Porto Nascente and Braga locations.
“These renovations reflect Primark’s ongoing commitment to the Portuguese market and its focus on enhancing customer experience in-store,” added Ribeiro.
The new Viseu store required an investment “in the order of 7 million euros” and “is strategic, as it allows us to reach more customers in the country’s interior, particularly the Beira Alta region.”
“This city, with a strong commercial tradition and excellent quality of life, represents an opportunity to bring the latest fashion trends at affordable prices to a new community,” explained Nelson Ribeiro.
What Do Portuguese Customers Purchase at Primark?
Portuguese customers buy everyday items at Primark, but there is a growing interest in home decor and accessories.
“More than half of what we sell are essential items used daily, such as denim, which customers can wear in any season. Most of the clothes sold at Primark in the last 12 months were made from recycled or more sustainable materials (66%), and our goal is to reach 100% by 2030, and we are on the right track to achieve this,” he stated.
Regarding beauty products, “bath bombs, scrubs, and face masks are the best-sellers, demonstrating a strong demand for essential personal care products.”
“In terms of home products, there has been a growing interest among the Portuguese population in home decor and accessories. There is also a greater demand for storage and organization items, candles, and kitchen collections,” detailed the executive.
After Viseu, the Focus is on Covilhã
Following the opening of the Viseu store, the next priority for the Portuguese market is Covilhã, which will be the fourth new store included in the announced investment plan for 2024.
“Portugal is a strategic and growing market, and we are constantly seeking new store location opportunities. However, currently, the Covilhã store, scheduled for next year, is our main focus. The exact opening date will be announced in due course,” noted Ribeiro.
When asked about future openings in outdoor spaces, similar to those in other European cities like Madrid, Nelson Ribeiro responded that they are “always open to considering other commercial spaces that meet our store requirements.”
“We want everyone to have access to the latest fashion trends and products we offer, which is why we carefully choose our store locations, whether in shopping centers or commercial streets. We aim to be as close as possible to our customers, in the areas where they live and spend their time,” concluded Ribeiro.
As part of the recently announced expansion plan, which included the opening of the four new stores, Primark has created “over 500 new jobs,” increasing its team in Portugal to “over 2,200 people.”
“This growth reflects our commitment to investing in local communities and creating job opportunities,” concluded the executive.
