Primark’s first fashion-only concept opens in Brussels; a boutique concept that totals 18,000sqft.

Like other Primark flagships, most recently Berlin, the store environment is inspired by the surrounding city – in this case, Brussels’ stylish yet modest fashion scene. High-level mannequins showcase complete looks and trends, mixing merchandise from across Fashion, Footwear and Accessories in a way not usually achievable in its larger stores. A large-scale map of the city hangs in the atrium with neon signage suspended in front of this naming Primark’s other global locations in the brand’s signature aqua.

Holding onto their core values of “Amazing Fashion, Amazing Prices,” Primark remains at the forefront of the value sector. This latest store reinforces that commitment every step of the way and its commercial success has been endorsed by the huge response and continuous support of the Brussels’ shoppers with a crowd of 2,000 seen attending the opening in December 2014.