“The Brits are coming,” is a cry heard for decades from UK retailers trying to break into the massive US market. And, as often as not, is usually followed by the Pythonesque: “Run away!”
Can Primark actually crack the North-east seaboard?
It has clearly done plenty of research. New Englanders have more in common with Brits than most other parts of the States. The region has four proper seasons: spring, summer, autumn and winter. The population is relatively young and relatively well off. Zara and H&M have made the Atlantic crossing from Europe successfully.
If anything Primark is a little late to the party. But when it moves it does so in spades. Already it is a bigger brand in Spain than Zara.
Equally, ABF is not betting the house on Primark’s American adventure. Half a dozen stores by 2016 will give it plenty of time and not cost too much to measure its success.
