Primark opens seventh Belgian store and makes it special

Primark Elsene
Foto's RetailDetail

Primark's second Brussels store - the seventh in Belgium - can only be described in superlatives. With 5,500 sqm of retail floor space, 48 cash registers and 60 changing rooms, the Irish fashion retailer has certainly spared no expense.


Enhanced shopping experience

The new store is located in Ixelles, in the site of a former Sports Direct. Once a garage, shoppers can still see traces of the building’s past in its striking architecture, as the store benefits from an abundance of space and natural light. Its three floors enable the retailer to showcase their entire range, including an expansive children's department and the Primark Home collection.


In addition to its apparel, the chain also accentuates matching accessories in every department, with sunglasses placed strategically next to T-shirts for example, and bikini bags and sandals next to swimwear. There is also a travel store selling a selection of luggage, a small technology department and a plethora of beauty products for men, women and children. Primark also provides an enhanced shopping experience and the store boasts free Wi-Fi, 60 changing rooms, 48 cash registers and four seating areas where customers can recharge their ‘batteries’.


The company, which frequently comes under fire for its extremely low prices, is also keen to highlight its commitment to sustainability. In-store placards extol Primark’s stringent ethical standards, sustainable purchasing policy and strong focus on ecology.


Attractive employer

Primark additionally profiles itself as an attractive employer. Around 400 staff members of various nationalities and cultures are employed in the new store, which is an asset according to HR manager, Anne-Marie De Block: “At a growing company, your job at Primark is secure. We offer countless career opportunities: as many as 268 employees have been promoted from shop assistants to supervisors or senior executives over the past nine years in Belgium alone. That is a considerable number. Staff are more like family than colleagues and form a tightly-knit community, despite their differences in age and background. We do not only celebrate Christmas at Primark; we also celebrate other holiday traditions, ensuring that everyone feels valued.”


Behind the scenes employees can take advantage of comfortable and modern open-plan spaces, such as the ‘Recharge Café’ with its inviting kitchen and bright décor. The space has been specifically designed as a cosy home-away-from home for employees.


This is Primark’s second largest store in Belgium (only trailing Antwerp) and it is set to be one of the busiest. The retailer is currently in the process of doubling the floor space of their store in the centre of Brussels, which has the highest turnover per square metre worldwide. The Belgian expansion does not end just here: the chain will open another new store later this year, in Mons.