Popular British-owned retailer Primark is to open their first US store in Boston. The 77,000 square ft store will merchandise many items priced for the cost-conscious shopper, from clothing to accessories and home items all priced below $30.
Shoppers are able to take a look at all of these low-price goodies online, although they cannot actually purchase them. Primark is making their American debut without an e-commerce component and has no plans to launch one, a spokesman said.
Primark doesn’t have an online sales operation in its home market either and works with a small marketing budget. What they do offer on their website is social media links, giving visitors the chance to share items they recommend.
“Social media has driven awareness of the brand internationally in Europe,” said Primark’s spokesman. The company has now expanded into France, Spain, Germany and the Netherlands, among other markets.
Primark is entering the U.S. market at a time when it seems all U.S. retailers are focused on creating omni-channel platforms. Over the past month, retailers have talked about the ways in which they’re integrating their brick-and-mortar locations with their digital channels through e-commerce, mobile apps and more.
