The international fashion chain Primark is extremely popular with Hungarians, and soon they will no longer have to travel abroad to shop there. In a few months, Primark will open its first store in one of Budapest’s biggest shopping centers, Arena Mall.
It is expected to open in Hungary between September 16, 2023 and September 15, 2024, the next fiscal year. Hungarians are delighted with the decision, not least because the brand is very popular among them, but until now the nearest store was in Vienna. For this reason, many people have traveled to the neighboring country’s capital to shop at Primark.
The store will feature a range of licensed products, including NBA and Disney branded merchandise, as well as Primark’s growing Primark Cares sub-brand, which aims to “make sustainable fashion more affordable for everyone.”
According to the company’s statement,
the expansion in Hungary demonstrates Primark’s continued commitment to the Central and Eastern European region, having successfully opened stores in Slovenia, Poland, the Czech Republic, and Romania.
It plans to open its first store in Slovakia later this year, making Hungary the sixth country in Central and Eastern Europe, and the seventeenth country worldwide to have a Primark store.
Primark is a typical fast fashion chain, so its biggest competitors in Hungary will be Zara and H&M. Not only are these two brands already well-established in the domestic market, but their stores can be found in almost every shopping center in Hungary. However, Primark may have the advantage of being able to offer much cheaper products than Zara or H&M.
Hungarian economic website Világgazdaság compared the prices of some basic clothing items from the UK websites of the three brands, which showed that although Primark offers a relatively smaller selection of certain product types, its prices are lower than those of its peers. However, this is not insurance, and it is not yet known what prices customers will find in Primark stores in Hungary.
Featured photo via Primark website