Primark is opening its second standalone Home store in Manchester. The 1,100 sqm store is the first such location outside of the island of Ireland and focuses entirely on interior design and home accessories.
Expanding beyond fashion
The new location brings the entire ‘Home’ range under one roof: from duvet covers over storage solutions and tableware to decoration. Primark is positioning the store as an ‘inspiration hub’, where customers can find seasonal collections and affordable home trends.
With the stand-alone home store, the discounter is testing how far the home range can grow independently of the fashion stores. The choice of Trafford Palazzo in Manchester, a highly visited destination, is intended to stimulate both impulse purchases and targeted trips.
Primark has been investing in categories outside of clothing for some time, to increase customer frequency and shopping basket size. After the first such store in Belfast (Northern Ireland), this Home store is only the second of its kind in the world. Depending on the results, the concept could be rolled out to other major cities.
