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Primark is retail’s ‘best kept secret.’ It’s ready to move beyond that.

The fashion retailer has a new CEO, is expanding in the U.S. and will soon open a flagship in New York City. It just wants you to know it exists.

Primark is making moves. 

The fashion company last week appointed a CEO, Eoin Tonge, who had been acting as its interim for the past year. 

The Dublin-founded retailer also recently celebrated its 10-year anniversary in the U.S., has been expanding its nationwide presence with new locations in Texas, Illinois, Tennessee and Florida, and is eyeing a flagship store opening in New York City’s Herald Square this spring. 

Rene Federico, Primark’s U.S. head of marketing, is just ready for more people in this country to know about the company. 

“We talk about ourselves as the best kept secret in amazing retail,” she said in an interview with Retail Dive this fall. “We don’t want to be such a kept secret anymore.” 

Primark is retail’s ‘best kept secret.’ It’s ready to move beyond that. | Retail Dive

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