Primark has marked a major milestone in its U.S. expansion with the opening of its flagship Herald Square store in New York’s Manhattan.

Heralded by the value fashion retailer as a “defining moment” for Primark in the U.S., its Herald Square NYC location is the retailer’s 40th opening in the North American market. The new store now joins the brand’s flagship stores in other fashion capitals, including London, Milan, Madrid and Rome.

Located opposite Penn Station, the large format store, which spans over 54,000 square feet of retail space, is designed to capture high commuter and tourist footfall.

“This is a landmark moment for Primark in the United States as we open our incredible new flagship at the epicentre of American fashion,” said Kevin Tulip, President of Primark US. “This is our biggest U.S. opportunity to introduce this iconic city to Primark’s iconic style and prices.”

The opening marks the latest in the fashion retailer’s North American expansion plans – having opened six stores in FY 24/25, including Texas and Tennessee, it aims to grow its network of U.S. stores to 60 locations by Sep 2026.