Inside world’s first standalone Primark Home store as it opens doors in Belfast

This is the first glimpse inside the new standalone Primark Home store which opens in Belfast on Thursday.

It may be a global brand name — with 460 stores in 17 countries worldwide — but the Donegall Place homeware store is the first of its kind.

Located just 100 yards away from Primark’s flagship Bank Buildings store, Primark Home spans 8,700 sq ft across one floor.

Customers will find an expanded range of stylish homeware and lifestyle essentials, from ornamental bowls and vases to luggage and travel items, plus kitchenware and bathroom items.

The retailer’s £2m investment will create 43 new jobs.

The Fountain House building was previously used as a temporary location for Primark from 2019 to 2022 while the Bank Buildings store was renovated following a fire in 2018.

It has now been revamped into a stylish shopping experience with colourful tableware adorning every wall, high-quality furniture — which comes flat-packed for convenience — staged in various corners of the store and branded sections for small and big kids alike.

Asked why Belfast was chosen for the retailer’s first standalone homeware store, area manager Jacqui Byers said it was a “continuation of the investment” that the retailer has put into the city.

“Belfast is the perfect place because we simply love Belfast,” she said.

“The people of Belfast have been very good to us over the years and it’s a continuation of the investment that we have made in Belfast city centre over the years with our Bank Buildings store.

“We found that our customers want to shop homeware all year round and particular seasonal lines.

“They love our Christmas range and now our Easter range and since we own Fountain House it’s the perfect opportunity for us to do something different.

“People often want to be as fashion conscious in their homes as they are with their clothes, so we want to give them the opportunity to do that and keep it affordable at the same time.”

Products from Primark’s Edit range will be available only in Belfast for the next four weeks.

Jacqui added: “We are also delighted to launch our Edit range in this home store; a preview that customers in Belfast will be able to enjoy exclusively, that no one else in any of our other Primark stores in any other country have seen before.

“This is exclusive to Belfast for the next four weeks and then will be rolled out into our other flagship stores, so not every store will see this range.”

While the Edit range is slightly pricier than their other homeware lines, with some bed sheets costing up to £60, Jacqui explained it comes down to the quality of the product. “It’s a very neutral, elevated product,” she added.

“It’s good quality and also amazing value for money, but at the same time we also have our value ranges which we know our customers love.

“This covers your daily essentials from your bed sheets, pillowcases, throws and towels to our huge kids section as well.”

She said the expansion of their travel accessories — including suitcases, packing essentials and neck pillows — is also part of the new concept to expand on Primark’s already impressive offering of products.

“We have noticed that people are struggling to get good quality travel accessories, we saw that as a niche in the market, so we have offered this one-stop-shop for everything you need for preparing for a holiday,” she said.

Jacqui said the furniture offered by Primark Home has been packaged to make it “easily accessible” for shoppers.

“Most of our furniture is very accessible and available to take home on the day,” she said.

“We have rugs and picture frames as well as small footstools and things like that which are easy to pick up and go.

“We are aware that being in the city centre people will be getting on buses or trains to get here to us so that is something we have taken into account.”

Fintan Costello, head of Primark Ireland and Northern Ireland, said shoppers can expect to see changes at Primark’s other store at Bank Buildings as it continues to invest in Belfast.

“This is a big step forward for the Primark brand as we continue to evolve our offering in line with the needs and wants of our loyal customers,” he said.

“Ever since the reopening of our Bank Buildings store, the shoppers of Belfast have really embraced Primark and we’re incredibly proud to bring further investment to the city in return.

“The opening of this standalone store has also given us the opportunity to enhance Bank Buildings, where we can now offer bigger and better kids’ and menswear departments.”

As homeware moves to its dedicated new space, the Bank Buildings store’s kids’ section is doubling in size with menswear expanding to its own dedicated space on the top floor.

The opening of Primark Home represents the retailer’s 10th store in Northern Ireland, alongside locations in Ballymena, Craigavon, Londonderry, Lisburn, Newtownabbey, Newtownards, Newry and Omagh.

Top 10 items to buy in Primark Home

1. Sausage Dog shaped vanilla and caramel candle – £5

2. Black foldaway backpack – £7

3. The Edit Jasmine and Black Tea room spray – £10

4. Travel neck pillow – £6

5. Ramen squishy teddy – £6

6. Bluey pillow – £10

7. Floral single bed spread – £10

8. Set of three packing cubes – £8

9. Hello Kitty backpack – £6

10. Decorative Easter bunny – £10