Can Primark conquer America without selling online?

It seems like a foregone conclusion these days that an apparel retailer setting up shop in the U.S. would want to have a strong e-commerce presence. As Irish fast fashion retailer Primark continues its slow expansion, it is not only bucking this trend, but also doubling down on a physical location generally believed to be on the downward swing — the shopping mall. Primark is slated to take over seven former Sears locations in department store malls. The retailer has five U.S. locations currently open, with plans to open a total of 10, according to NorthJersey.com. In an interview, Jose Luis Martinez de Larramendi, president of Primark U.S., specified that the company is not pursuing e-commerce “for the time being,” instead focusing on the in-store experience. Mr. Martinez de Larramendi said that people have been driving from an hour away, or even taking buses from New York to Boston, to reach the nearest location. While it’s a move that may raise some eyebrows, Primark is not the only internet-age fast fashion retailer to eschew e-commerce. Uniqlo, a store that, like Primark, began its brick-and-mortar expansion in the U.S. at a very slow pace, went between 2006 and 2012 without an online store available stateside. H&M delayed its creation of a U.S. online store until 2013. How much traffic a foreign fast fashion chain can drive to U.S. shopping malls remains to be seen, though in the past, the exclusivity of brands like Uniqlo, in their pre-online days, was part of the appeal. And it is clear that Primark is paying attention to location. Last November, Primark opened in a former Sears at the famously massive King of Prussia Mall in Pennsylvania. Making slow, highly-calculated moves into malls could be seen as judicious, given that some have argued that anchor department stores have seen their sales per square foot negatively affected because of too many locations. But Primark does not appear to be concerned about having too many brick-and-mortar outlets. According to the Primark website, the chain, which began in 1969, has 161 locations in the UK and 38 in Ireland (branded as Penneys).

• Primark’s U.S. President discusses expansion plans – NorthJersey.com
• Uniqlo to rev up U.S. expansion with online shopping – Reuters
• H&M makes its long-delayed U.S. e-commerce debut – Internet Retailer
• Primark replaces Sears in King of Prussia, Nov. 25 – Philly.com
• Are store closings a remedy for what ails department chains? – RetailWire
• About Us – Primark.com