European fashion retailer Primark is prepping for a September opening of its four-floor Boston store in Downtown Crossing — its first U.S. location — and plans to open its U.S. headquarters in the city.
The Dublin chain will have 70,000 square feet of modern, "cosmopolitan" selling space for its private-label clothing, footwear and home decor in the refurbished Filene's building.
"We're a value and volume business … affordable fashion at great quality," said Breege O'Donoghue, group director of business development, who was in Boston yesterday.
Primark still is working on its U.S. pricing, said O'Donoghue, who bought her powder-blue suit jacket, graphic print pants and T-shirt from Primark for the equivalent of about $60.
The chain brings in new merchandise every day, and its U.S. distribution center in Pennsylvania will start operations this summer.
"We'll listen to the customers, and we'll adapt if it's needed," said Primark U.S. president Jose Luis Martinez de Larramendi.
A subsidiary of London's Associated British Foods, Primark is based in Dublin, where it started in 1969 and operates as Penneys. It has 287 stores in nine countries.
"We believe in Boston," said O'Donoghue, noting the large share of students and Irish connections. "We know the level of interest and awareness in Primark is not high in this area. We'll work on that."
Primark will hire about 500 employees for the Boston store and already is training some senior American hires in Ireland and elsewhere in Europe.
It plans to open 10 stores in Massachusetts, Pennsylvania, New York, New Jersey and Connecticut by the end of 2016.
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