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Interview

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Building Primark in the US: Awareness, Experience, and Expansion

📍New York, US

Primark is one of the most recognized retail brands in Europe, but its journey in the United States is still unfolding. Rene Federico, Head of Marketing at Primark US, shared how the company is building awareness, expanding its store footprint, and adapting a globally loved brand to one of the most competitive retail markets in the world. With 38 stores already operating and a flagship location planned for Manhattan in 2026, the brand is entering a new phase of growth in America.

A central theme of the discussion was the role of physical stores in shaping customer loyalty. Primark’s model in the US is intentionally store led, focusing on delivering a compelling in person experience that drives repeat visits and long term engagement. Once customers enter a store, the likelihood of return is high, making awareness the key challenge. Marketing, therefore, is designed to bring customers in for the first visit, where the store experience itself becomes the strongest driver of retention.

The strategy to build that awareness combines brand storytelling, local market insight, and experiential activations. From pop ups and brand studios to flagship led market entry, Primark invests across a spectrum of customer acquisition approaches, balancing high impact brand moments with scalable engagement. Federico explained that success comes from understanding local nuances while maintaining a consistent global message built on style, affordability, and quality without compromise.

Looking ahead, the upcoming Manhattan flagship represents more than a new store. It signals confidence in the long term opportunity of physical retail and the strength of the Primark proposition in the US. The broader lesson is clear. Strong brands are built by listening deeply to customers, protecting what makes the brand meaningful, and delivering experiences that create emotional connection alongside value.

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Interview

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Interview

At the center of this transformation sits an unusual balance of rigor and creativity. Hoerning often describes it as the tension between data and intuition.

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At the center of this transformation sits an unusual balance of rigor and creativity. Hoerning often describes it as the tension between data and intuition.

Trends

The Rise of Brand Memberships and the Future of Customer Loyalty

Brand memberships are having a moment in retail, and it is not a passing one. Across fashion, beauty, grocery, and home, brands are moving beyond traditional loyalty programs built on points and discounts and instead creating paid or value-based memberships that promise access, belonging, and emotional connection.

Brand memberships are having a moment in retail, and it is not a passing one. Across fashion, beauty, grocery, and home, brands are moving beyond traditional loyalty programs built on points and discounts and instead creating paid or value-based memberships that promise access, belonging, and emotional connection.

Trends

Brand memberships are having a moment in retail, and it is not a passing one. Across fashion, beauty, grocery, and home, brands are moving beyond traditional loyalty programs built on points and discounts and instead creating paid or value-based memberships that promise access, belonging, and emotional connection.

The Rise of Brand Memberships and the Future of Customer Loyalty

Brand memberships are having a moment in retail, and it is not a passing one. Across fashion, beauty, grocery, and home, brands are moving beyond traditional loyalty programs built on points and discounts and instead creating paid or value-based memberships that promise access, belonging, and emotional connection.

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