Sharpening up: now low-cost chain expands into cutlery
First came fashion followed by beauty and in a new move, Primark is building on its homewares success by extending into cutlery and ceramics, as well as wood, stone, and brushed copper accessories.
Expansion is the name of the game for the international chain, which is headquartered in Dublin and now sells in 11 countries including the US. With increasing numbers of Irish customers staying in rented accommodation, the demand for homewares with a lifestyle twist has grown.
"The home range is growing season on season with the addition of new lines and the Danish 'Hygge' influence is the perfect example of a lifestyle trend influencing how we style our home," said the Primark design team, which showcased its new collections in Dublin.