The move is aligned with Primark’s global expansion plans. Credit: r.classen via Shutterstock.

Budget fashion retailer Primark is amplifying its presence in Portugal with a €40m ($42.88m) investment, reflecting strong customer demand for its affordable clothing and homeware in the country.

This expansion plan will see the brand open four new stores in four cities, alongside an extension of its existing flagship location in the country’s capital, Lisbon.

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The new stores will be located in Montijo, Guimarães, Viseu, and Covilhã, bringing Primark’s total presence in Portugal to 14 stores.

The expansion represents a significant 30% increase in Primark’s selling space within the country.

To support these new locations and its continued growth, Primark will create more than 500 new retail positions across Portugal, bringing its workforce in the country to over 2,200 employees.

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For the first time in the market, Primark will introduce self-service checkouts alongside traditional cashier options, providing increased customer convenience and streamlining the shopping experience.

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Primark said it is committed to investing in its people. The company offers extensive training and development programmes for its employees, fostering career growth opportunities within the retail sector.

A mix of full-time and part-time positions will be available across the new stores, ranging from retail assistant roles to managerial positions.

Primark also claims it is dedicated to making a positive impact on the communities it serves.

The company has already donated more than €1m to Portuguese charities, supporting causes such as cancer research and children’s welfare.

This Portuguese expansion aligns with Primark’s broader goal of reaching 530 stores globally by 2026.

The brand recently entered its 17th market with the opening of its first store in Budapest, Hungary.

Primark’s investment in Portugal underscores the retailer’s confidence in the market and its commitment to providing Portuguese shoppers with affordable fashion and homeware products.