Primark stores are making headlines in 2026 for all the right reasons. The budget fashion giant is pushing forward with one of its most ambitious expansion plans in years, opening new locations across the United Kingdom and the United States while simultaneously launching major new product ranges and making significant changes to its business structure.
For shoppers, investors and retail watchers alike, 2026 is shaping up to be one of the most important and eventful years in Primark’s history since the brand first launched under the name Penneys in Ireland back in 1969. With more than 450 stores now operating across 17 countries and a workforce of over 80,000 colleagues worldwide, the scale of what Primark is building is impossible to ignore.
Primark New Store Opening in London: First in a Decade
One of the biggest stories surrounding Primark stores in early 2026 is the confirmation of its first new London location in ten years. The new store will open inside the former Debenhams unit at the Wimbledon Quarter shopping centre, marking a significant milestone for the retailer in its home market.
Primark currently operates eleven stores across London, including two locations on Oxford Street, alongside stores in Westfield London, Hackney, Wandsworth, Tooting, Kilburn, Lewisham, Wood Green, Charlton and Woolwich. The Wimbledon opening adds a fresh postcode to that list and signals that Primark still sees substantial untapped demand within the capital despite already having a strong foothold in the city.
The announcement has been well received by retail analysts who view the move as a sign of confidence at a time when many high street brands have been scaling back their physical presence rather than growing it.
Primark US Expansion: New Stores Confirmed Across Florida, Illinois and Texas
Primark stores in the United States are growing at a remarkable pace. The retailer opened its newest US location at Dolphin Mall in Miami, Florida, marking its entrance into the Miami retail market and adding to an already growing Florida presence that includes stores at Sawgrass Mills in Sunrise and The Florida Mall in Orlando.
Two additional Florida locations are confirmed to open in 2026, at Brandon Exchange in Brandon and Vineland Premium Outlets in Orlando. Beyond Florida, Primark has announced three further store openings across Illinois and Texas as it pushes deeper into the American market.
The US expansion strategy has not been without its challenges. Primark’s interim chief executive acknowledged that the American market continues to be a volatile environment with another twelve months of uncertainty expected. Consumer sentiment has been impacted by unstable retail conditions, and the brand has openly described the road ahead in the US as bumpy. Despite that candid assessment, the store opening programme has not slowed, which reflects the long-term confidence Primark’s leadership holds in the American opportunity.
Primark Stores Biggest Activewear Launch Ever: 240 Pieces Across All Markets
Primark stores worldwide received their biggest ever product launch at the start of 2026 with the arrival of a brand new 240-piece activewear collection. The range launched on January 5 across womenswear, menswear and kidswear, with prices starting from just $4.50 for accessories and $7 for activewear pieces.
The collection is Primark’s most technically advanced to date, introducing four new fabric innovations each designed to support different types of movement. For the first time, the activewear range also expands into lifestyle pieces, accessories and a new Performance Beauty line covering skincare, SPF and recovery products designed to support the body before, during and after exercise.
Activewear is already Primark’s fastest growing product category, with sales nearly doubling over the course of the past year. The scale of this launch signals a serious long-term commitment to the category, with 72 UK stores rolling out dedicated elevated Performance areas to showcase the range in-store. The retailer is also continuing that rollout across five new dedicated spaces in the US specifically designed to bring the collection to life for American shoppers.
The pricing strategy is central to the entire proposition. Premium activewear from leading brands can cost many multiples of what Primark is charging for equivalent technical fabrics, and the brand is deliberately positioning itself as the retailer that makes high-performance clothing genuinely accessible to everyone regardless of budget.
Primark Sales Update and Business Performance in 2026
The financial picture for Primark stores in early 2026 is mixed but broadly resilient. In the 16-week trading period to January 3, 2026, Primark sales advanced four percent at current prices compared to the same period the previous year. At constant prices the growth figure was one percent, with new store openings contributing the majority of that uplift.
In the UK specifically, the business delivered encouraging progress with sales growth of around three percent and like-for-like growth of approximately 1.7 percent. That performance came during what the group described as a difficult clothing market, particularly across the crucial Christmas trading period.
Within Europe, however, the picture was more challenging. Like-for-like sales declined by 5.7 percent amid weak consumer confidence and a volatile retail environment that has affected footfall across the continent. Primark’s leadership has been direct about the need to get back to being a proper value leader and has pointed to its Major Finds initiative, a social media driven womenswear campaign highlighting monthly must-have items at selective price points, as a key tool in reminding customers of what Primark stores stand for.
Primark CEO Appointment and Potential Business Split in 2026
Leadership at Primark is also undergoing significant change in 2026. Eoin Tonge, who has been serving as interim chief executive, is set to be confirmed in the role on a permanent basis in the coming weeks. His appointment brings a degree of stability to the top of the organisation at a moment when the business is navigating genuine strategic complexity across multiple markets.
Perhaps the most significant business development on the horizon is the potential separation of Primark from its parent company Associated British Foods. A decision on whether to split the retail and grocery operations into two distinct standalone businesses is expected to be made in April 2026. If approved, such a move would transform Primark into an independently listed entity and represent the most structurally significant moment in the brand’s history since it was acquired by ABF decades ago.
Retail analysts have broadly welcomed the possibility, arguing that a standalone Primark would be better positioned to attract investment, pursue its global expansion strategy and compete more effectively against fast fashion rivals without the complexity of being part of a diversified food and retail conglomerate.
What the Future Holds for Primark Stores
Primark stores in 2026 are at an inflection point. The expansion programme in both the UK and the US is accelerating. The activewear launch has positioned the brand in a high-growth category. Leadership is being strengthened. And a potential business split could redefine the company’s entire future trajectory.
For shoppers, the core Primark offer of affordable, on-trend fashion across clothing, homeware and beauty remains unchanged and remains the reason millions of people continue to visit its stores every single week. For the retail industry, Primark is once again demonstrating that value-led physical retail, when executed with genuine conviction, still has a very powerful future on the high street.
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