Primark is widely established as the destination store for keeping up with the latest looks without breaking the bank, offering a diverse range of products, stocking baby and kids, womens, mens, home, accessories, beauty products and confectionery.
Primark opened its first store in Dublin in 1969 under the name Penneys and today operates more 360 stores (which equates to 14.8m sq ft of selling space) in ten countries across Europe and the US, where it is growing its presence.
Primark currently has license agreements with major worldwide companies, allowing the retailer to create and stock cheap products from IP's including Disney, Harry Potter and Fortnite. It has put these to good use with dedicate merchandise areas in its new mega-store in Birmingham, opened in April 2019. Covering five floors and 160,000 sq ft, it is the largest Primark in the world and the Guinness Book of Records has confirmed it is the largest fashion store in the world.
In June 2018 and June 2019, Primark released a limited-edition and location-varying Pride collection in celebration of LGBTQ+ equality. Primark partnered with ILGA World in support of their work as an international advocate for LGBTQ rights and donated €175,000 (£150,000/$195,000) to ILGA World.
The business is unusual in that is has no e-commerce function and is instead focusing on its store expansion programme (and focusing on large-scale stores) when others are retreating from the high street.