Value fashion retail giant Primark has opened three new stores in the United States.

The target is to reach 60 US stores by 2026. As of now there are a total of 16 US stores and a worldwide tally of 411 stores. Primark first entered the US in 2015,introducing its products to a myriad Americans, thirsty for its everyday low price model, a system different from the majority of other US retailers who operate with extensive discounting, promotions and coupons. The Irish retailer continues to pursue the American dream at a slow pace. The US market is the biggest market in terms of fashion sales and one of the most complex alongside the high competition.

Primark is a company that only operates with physical stores amid an era driven by digitalization and e-commerce. The Irish fast fashion chain’s jeans collection designed in line with the Ellen MacArthur Jeans Redesign guidelines uses organic cotton and recycled content. The collection meets all of the Jeans Redesign standards, with adult jeans in the collection made from either 70 per cent organic cotton, 29 per cent recycled cotton and one per cent elastane, or 70 per cent organic cotton and 30 per cent recycled cotton. Children’s jeans are made of 78 per cent organic cotton, 20 per cent recycled cotton and two per cent elastane.