Irish Retail Giant Primark Prepares for Braintree Opening

BRAINTREE, MA — For months, the top floor of Sears at the South Shore Plaza has been off limits as the store went through renovation and prepared for a new tenant at the mall.

Come June, the doors will be reopened and the space will be occupied by Irish retailer Primark, which is bringing their 338th store and third in Massachusetts to Braintree.

Area Manager Andy Stewart called the area a fantastic location, noting that the size of the mall fits with their expansion plans. The expansion also means new challenges for the chain which has made their name across Europe.

"Like anything it's new. We've learned that every market is different. It's a combination of is leaders and some European support. We are very much trying to bring our DNA to the market," Stewart said.

Primark, known for their low prices, is planning on bringing that model to the South Shore. A walk around their Downtown Crossing store in the former Filene's Basement building showed shades of fast-fashion style made popular by H&M - fashionable products with low prices that look unrealistic at times. Emeir O'Dowd, the company's store opening program manager, attributed the company's prices to bulk purchases of merchandise and a lean budget when it comes to marketing.

All products are from Primark's in-house brands and don't expect to see a famous celebrity endorsing their clothes as part of a national campaign anytime soon. For Primark, a customer showing off their purchases on Instagram is more valuable than a national television ad.

Store officials have made efforts to meet with community members, including the South Shore Chamber of Commerce and Mayor Joe Sullivan's office. As they have with their other stores, endeavors with local charities and in-store fundraisers are expected in the future.

Store officials plan on hiring 200 new employees for the mid-June opening, which is expected to be an event in itself with celebrations from workers and the ceremonial ribbon cutting to take place.

Primark plans on opening their Braintree location June 15.

Image Credit: Dan Libon