I went to Primark and saw why the fast-fashion retailer keeps opening stores in the US

The reporter outside PrimarkAlex Bitter/BIPrimark has a big presence in Europe, but it's now opening clothing stores in the US.The chain sells affordable items, putting it in competition with Old Navy and T.J. Maxx.I visited a Primark store in Virginia to see what it's like.You've probably heard of T.J. Maxx or Forever 21 as places to buy cheap clothes.But for US shoppers, Primark might not be a familiar name — yet.The Ireland-based retailer has 460 stores globally, most in the UK and Europe. The company sells "affordable choices for everyone," according to its website. Owned by Associated British Foods, it has become as familiar a name in the UK for inexpensive clothing as Old Navy in the US.It has also spent the past decade operating stores in the US, especially in the southern states, since opening its first American location in Boston.Primark said that it had 29 stores in the US at the end of 2024 and plans to open more this year. Among them is an anticipated flagship store in Manhattan's Herald Square — not far from department store Macy's longtime home.I wanted to see what shopping at Primark is like and whether it differentiates itself enough from other US stores that sell affordable clothing.The concept makes sense — many shoppers have spent the last few years trying to save money and mitigate the effects of inflation on their budgets. However, several established retailers here in the US already cater to people trying to fill out their wardrobes at reasonable prices.I went to a store in Virginia that Primark opened last year. Here's what I found:I visited a Primark store in McLean, Virginia.The outside entrance to the Primark storeAlex Bitter/BIThis store opened in July and is located in Tysons Corner Center, a major shopping mall in Northern Virginia.Inside, there was much more than just clothing, such as luggage…Rolling suitcases with Stitch and Paw Patrol designsAlex Bitter/BIThe selection of suitcases reminded me of the product selection you might find at a T.J. Maxx or Ross, even though those off-price retailers source their inventory differently.…as well as cosmetics.A shelf of cosmetics at PrimarkAlex Bitter/BIMany of the products appeared to be Primark's own brands, such as "PS." Shoppers have been buying store brands lately to save money after years of inflation and persistently high prices.I entered Primark on the second floor and headed downstairs to look for shorts.A sign showing what is available on each floor of PrimarkAlex Bitter/BII bought some shorts at a Primark in the UK a couple of years ago and wanted to see whether I could find a similar pair here in the US.Downstairs, I saw a wide range of clothes, from these Lionel Messi-themed items…Inter Miami hoodies, jackets, and shirts at PrimarkAlex Bitter/BIThis display was an homage to Inter Miami, the soccer team that Messi plays for.…to these Post Malone T-shirts.Post Malone T-shirts hang on racks at PrimarkAlex Bitter/BIThese shirts were "on-trend must-haves," according to the sign above them.For fans of American football, there were a few choices as well.These shirts were half-price, per the price tag.Alex Bitter/BIApparently left over from this year's Super Bowl, these Kansas City Chiefs shirts were deeply discounted.Simpler, non-branded clothing made up much of the selection at this Primark.Men's shorts at PrimarkAlex Bitter/BIWhile I couldn't find the same pair of shorts from my UK trip, I did try on a pair of these $24 shorts that came with a belt.There were also a few non-apparel items, such as these Primark-branded headphones.These headphones were $8 a set.Alex Bitter/BIIt seems like Primark is trying to get into more than clothes with its store brands.The signage at Primark emphasized the prices of most items, from these $5 tank tops for men…Tank tops sitting on a shelf at PrimarkAlex Bitter/BIThe tank tops came in a variety of colors.…to these shirts, which were on clearance.A clearance sign at PrimarkAlex Bitter/BII visited Primark in early April, when the retailer was running specials on many warmer clothes, such as these long-sleeve shirts and hoodies.A few items at Primark were a little lackluster.A hoodie with an American flag and "New York City" on it.Alex Bitter/BIThis very simple "New York City" hoodie would likely have been overlooked even at a souvenir shop in Times Square.I appreciated Primark's variety of jeans.A denim display at PrimarkAlex Bitter/BIMen's jeans were available in multiple colors and sizes. They were also clearly organized by cut, which made it easy to shop.I picked out a few things to try on, including some shorts and two pairs of jeans.Shorts and jeans at PrimarkAlex Bitter/BIThe clothing prices at Primark varied a bit: Those shorts were $24 a pair with a belt, while one pair of jeans I tried on retailed for $12. Another pair of jeans was marked down to $10 from $20.I headed to the fitting rooms to see how everything fit.The reporter in a fitting roomAlex Bitter/BITwo of the three items — the shorts and the discounted pair of jeans — fit well.With a couple of purchases in hand, I headed for the checkouts.A floor sticker pointing to the self-checkouts at PrimarkAlex Bitter/BIOnly the self-checkouts were open when I visited late on a Thursday morning.Only a few of the self-checkout kiosks were open, though.Self-checkout kiosks at PrimarkAlex Bitter/BIMost of the dozen or so kiosks at this Primark had "Closed" signs attached to their screens. It wasn't clear whether they had technical issues or if store management was worried about customers stealing things at self-checkout.Checking out was easy once I found an open kiosk.A self-checkout kiosk at PrimarkAlex Bitter/BIThe kiosks only accepted card payments. While I later spotted an open checkout upstairs staffed by a person, it seemed like a tough environment if you wanted or needed to pay with cash.This receipt scanner is something I haven't seen much of in the US.A sign and receipt scanner at PrimarkAlex Bitter/BITo leave the checkout area, I had to scan my receipt. Once I did, a gate opened, letting me back into the store.I remembered this scanner from the Primark I visited in the UK. Scanning your receipt at self-checkout seems more common in the UK than in the US, though a few American stores have adopted the tech.I also wondered how effective this scanner and gate are at limiting or catching theft. The gate led me back onto the sales floor, not directly to a store exit, meaning someone could slip items they hadn't paid for into a bag from the checkout.I headed back upstairs with my purchases.The escalator at PrimarkAlex Bitter/BII ended up buying a pair of shorts and a pair of jeans that were on clearance. In total, I spent about $36.This Primark was located directly next to an Old Navy.The entrance to Old Navy at Tysons CornerAlex Bitter/BIGiven the similarities with Primark, I ducked in to see what this Old Navy store was like.The stores seemed quite similar, though I liked the jean selection at Primark better.Old Navy at Tysons CornerAlex Bitter/BIThe Old Navy store seemed to have a similar selection of things I typically buy, such as men's shorts and button-down shirts.The selection of men's jeans at Old Navy wasn't quite as wide and organized as what I found at Primark, though. I also didn't see significant makeup and luggage selections like I did at Primark.Overall, I'd definitely go back to Primark again, though I'll probably keep cross-shopping a lot for clothes.The reporter outside PrimarkAlex Bitter/BIIt's usually easy to shop at just one or two stores for your weekly grocery haul.But sticking to just one store for all your clothes can be more difficult. I've filled my wardrobe with stuff from Costco, J. Crew, Macy's, Target, and Zara, not to mention a few secondhand sources.I liked the fit of the shorts and jeans I bought, so if they hold up well, I'll likely be back to Primark for more at some point. But affordable clothing is a competitive part of retail, and Primark will have to work hard to keep my attention.Read the original article on Business Insider

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