Reinforcing its commitment to physical retail dominance in Central and Eastern Europe (CEE), Primark has opened its eighth store in Poland and the 18th across the CEE region. This strategic expansion signals the brand's confidence in a region where consumers remain highly engaged with in-store shopping.

This aggressive rollout is part of a deliberate strategy to capture market share in countries like Poland, which offer favorable economic growth and a large, aspirational consumer base. The Polish market, with established stores already operating in major cities such as Warsaw, Poznań, Kraków, and Katowice, has proven to be a pivotal and successful entry point for the brand.

The newly opened store features Primark’s latest store concept and design. This investment in the physical environment is critical to the brand’s long-term strategy: delivering a high-quality, engaging in-store experience that competes with mid-market rivals while strictly maintaining its core value proposition.

Given Primark's established lack of a full e-commerce offering (relying instead on a limited Click & Collect trial), its physical footprint serves as its ultimate competitive advantage. The expansive store network reinforces the brand's core mantra that ‘Everyone is welcome.’

Primark is aggressively targeting significant white-space opportunities across Europe. While the financial outlook for FY26 is cautious regarding overall consumer demand, the planned store expansion is projected to add approximately 4 per cent to the company’s total sales growth annually.

The strategic rollout in Poland, a high-growth market, not only drives direct revenue but also strengthens the brand's logistics and operational framework across the entire CEE region. This confirms Central and Eastern Europe as a primary driver of Primark’s future international revenue and profitability.