- Primark opened its first Manhattan location at 150 W. 34th St., marking the retailer’s 40th US store and a major milestone in its American expansion.
- The four-level Herald Square store occupies a former Old Navy space owned by Vornado Realty Trust and sits directly across from Penn Station, which serves more than 600,000 daily commuters.
- The opening adds to signs of retail recovery in Herald Square as landlords reposition vacant storefronts and national chains return to the corridor.
Primark has officially landed in Manhattan, opening a four-level flagship in Herald Square as the fast-fashion retailer accelerates its US expansion strategy, reports CoStar. The Ireland-based chain debuted its first Manhattan location at 150 W. 34th St. on May 8, taking over a former Old Navy space directly across from Penn Station. The opening also adds another signal that Herald Square, one of New York’s most recognizable retail corridors, is beginning to regain momentum after years of elevated vacancies and tenant turnover.
The retailer leaned heavily into the debut, lighting the Empire State Building in Primark’s signature aqua color as part of its launch campaign. For a value-focused retailer that historically relied more on word-of-mouth marketing than splashy advertising, the move underscored the importance of Manhattan to its long-term US ambitions.
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A Carefully Planned Manhattan Entry
Primark signed a 77,760-SF lease with Vornado Realty Trust in 2024, according to CoStar data. The store spans an entire block between West 33rd and 34th streets, positioning the retailer in one of the city’s busiest pedestrian corridors.
The Manhattan location is Primark’s sixth store in New York and its 40th across 13 US states since entering the country in 2015 with a Boston flagship. Kevin Tulip, Primark’s US president, told CoStar News that New York has become the company’s most important domestic growth market, citing strong performance in Brooklyn and Queens locations.
The retailer plans to grow its US footprint to more than 50 stores by the end of 2026, according to Tulip. US sales rose 12% in the first half of fiscal 2026 even as some European markets posted weaker results.
Herald Square’s Retail Rebound
Primark’s arrival comes as Herald Square shows early signs of stabilization after lagging Manhattan’s stronger post-pandemic retail corridors. The district, anchored by Macy’s flagship, struggled with high-profile departures from tenants including Uniqlo and Forever 21.
Now, landlords and retailers are slowly refilling the corridor. TJ Maxx recently signed a 40,000-SF lease at Herald Towers at 50 W. 34th St., marking the retailer’s first new New York lease in more than a decade. Old Navy is also relocating within the district.
Vornado has been actively repositioning retail surrounding Penn Station as part of its broader Penn District redevelopment strategy. CEO Steven Roth previously described portions of Seventh Avenue retail near Penn Station as “junky retail” while outlining plans to upgrade storefronts and attract higher-performing tenants.
According to Cushman & Wakefield’s Q1 2026 retail report, availability along the 34th Street corridor between Fifth and Seventh avenues fell to 32.2%, down from 35.6% a year earlier. Asking rents in the district also increased 4.1% year over year and were 25.4% above Q1 2021 levels, driven largely by stronger corner-space pricing. The leasing momentum marks a notable shift for a corridor that had trailed Manhattan’s broader retail recovery in recent years as vacancies lingered across several large-format storefronts.
A Value-Focused Expansion Strategy
Primark enters a crowded Manhattan apparel market dominated by H&M, Zara, Uniqlo, and online fast-fashion platforms including Shein. But the company believes its low-price positioning can resonate with inflation-conscious consumers. Tulip told CoStar the retailer’s average price point sits around $10, reinforcing Primark’s value-oriented approach.
Unlike many competitors, Primark still does not offer full e-commerce capabilities in the US. Instead, the company continues to rely primarily on physical stores to build awareness and customer loyalty. To support the Manhattan launch, Primark expanded beyond its typical social-media-heavy marketing approach with billboards, subway advertising, and bus campaigns throughout New York City.
The store itself was designed to stand out in Herald Square’s dense retail environment. Gensler incorporated a large arched facade with Primark’s signature aqua branding, inspired by the historic Penn Arcade passageway that once occupied the site. The location also includes Primark’s first US “press room,” a 350-SF showroom space aimed at creators, media, and brand partners.
Why It Matters
Primark’s Manhattan opening highlights how value-oriented retailers continue expanding despite broader uncertainty in discretionary spending. While Associated British Foods warned in April that geopolitical instability and softer consumer demand could pressure sales in some markets, the company’s US business remains a bright spot.
The deal also reinforces growing confidence in Herald Square’s long-term recovery. Major retailers are once again committing to large-format stores near Penn Station as foot traffic rebounds and landlords invest heavily in repositioning the district.
What’s Next
Primark plans to continue expanding cautiously across the US, with additional store openings expected before year-end 2026. Herald Square’s recovery will likely depend on whether landlords can sustain leasing momentum and attract a broader mix of experiential, apparel, and value-focused retailers.
For Vornado and neighboring property owners, the stakes are especially high as the Penn District redevelopment effort continues reshaping one of Manhattan’s busiest transit and retail gateways.
