Known for its value-driven fashion, discount department store chain Primark is stepping up its game in the U.S.with a bold new marketing strategy. After nearly a decade of strategic expansion, the global retailer is now ready to take its presence to the next level with its first nationwide brand campaign and a flagship store in Manhattan.

With 29 stores in 12 states, Primark is seizing the moment to connect with a growing audience, capturing the attention of shoppers drawn to affordable style and the brand’s vibrant in-store atmosphere. From opening its first Manhattan flagship to launching its U.S. brand campaign, Primark officials are betting on a strategic blend of in-store experience and digital engagement to elevate awareness and drive long-term growth.