Primark will invest 45 million euros in Portugal and move forward with the opening of four new stores, in an expansion plan that also includes the expansion of an existing unit and the creation of around 300 jobs by the summer of 2027. With this investment, the fashion chain will now have a total of 18 stores nationwide, significantly reinforcing its presence in the Portuguese market.
According to , the new stores will be located in Castelo Branco, Porto, Setúbal and Vila Nova de Gaia. The plan also includes increasing the area of the Fórum Coimbra store, one of the brand’s busiest in Portugal. This new announcement follows an investment of 40 million euros, announced in June 2024, which has already resulted in the opening of stores in Montijo, Guimarães and Viseu, with the Covilhã unit scheduled to open throughout this year.
The first street store in the country
Among the various projects included in this expansion cycle, the opening of Primark’s first high street store in Portugal stands out. The unit will be installed in the Palladium building, on Rua de Santa Catarina, in Porto, one of the city’s main commercial arteries and a space with strong historical and symbolic value.
This option marks a relevant change in the brand’s strategy, which until now has been heavily based on large stores located in shopping centers. The installation in the urban center aims to bring Primark closer to consumers’ daily lives and ensure a greater presence in areas with high pedestrian circulation.
In the case of Coimbra, the intervention will be on the existing store in Fórum Coimbra. The expansion responds to the high flow of customers registered at that unit over the last few years and will improve the offer and shopping experience, following the brand’s sustained growth in the country.
An investment included in the Iberian strategy
The reinforcement of the operation in Portugal is part of a broader Primark plan for the Iberian Peninsula, valued at 85 million euros. In addition to the Portuguese market, the strategy includes the opening of a new store in Spain and the renovation of 11 spaces already in operation in that country.
Although the company does not disclose detailed financial data about its national operation, the bet reflects confidence in the Portuguese market. Primark opened its first store in Portugal 17 years ago, in Amadora, and since then has been consolidating a broad consumer base, adjusting store formats and offerings to local preferences.
Job creation and internal progression
The expansion now announced will create more than 300 new jobs, distributed across full- and part-time roles. The opportunities cover operational areas, support functions and management positions, strengthening teams in different regions of the country.
According to Notícias ao Minuto, Primark also highlights the importance of internal progression, highlighting the trajectory of several managers who began their careers as store assistants. For the company, this expansion not only represents the opening of new commercial spaces, but also the continuation of building long-term careers in the communities where it is present.
Primark currently has 13 stores and more than 1,800 employees in Portugal, of ten different nationalities, maintaining its focus on a proposal based on affordable prices and a strong connection with consumers, even in a context of high competition in the retail sector.
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