According to the retailer, the move to a much bigger store has created 130 new jobs, bringing the total headcount to 360 staff members therein, with all employees moving from the former Penneys site to its new home in the shopping centre.
This significant €16 million investment by the retailer is part of Penneys’/Primark’s overall commitment to investing €250 million in Ireland over the next ten years.
Commenting on the opening, Minister Richmond said, “This €16 million investment by Penneys in Dundrum is hugely welcome and highlights the attractiveness of Dundrum Town Centre as a place to do business. With over 400 stores around the world, Penneys is a true Irish success story.
"As the people’s retailer, Penneys committed last summer to help ease the cost-of-living crisis by continuing its commitment to sustainable, affordable clothing and protecting prices on hundreds of essential children’s items.
“Retail is the largest private-sector employer in Ireland, driving economic growth in communities across the country.
"In creating 130 new jobs, this new store offers an exciting career path and allows people to explore the huge variety of roles the retail sector has to offer."
The relocated store features a wide range of women’s, men’s and children’s clothes, as well as accessories, a beauty department, and an expanded homeware collection.
The new Dundrum Penneys now occupies the second and third floors of the former House of Fraser site, featuring 60,000 square feet of prime retail space for customers.
With 64% more shopping space than its previous store, Penneys noted that it is now one of the largest fashion retailers in Dundrum Town Centre, and the third-largest Penneys in Ireland.
Alongside the wide range of summer trends and everyday basics, Dundrum customers will find a new in-store beauty salon operated by Nails and WornWell by the Vintage Wholesale Company, a vintage and one-off clothing concession already operating in Penneys’ Mary Street store.
Other additions include 32 new self-checkout tills, to facilitate high customer demand for paying by card, alongside traditional service tills across both floors.
The new store also features many clothing ranges under the retailer’s growing Primark Cares label, by which it pledges to make more sustainable products that everyone can afford.
Damien O’Neill, head of Penneys Ireland and Northern Ireland, commented on the opening, saying, “This has been a significant project for our property and retail teams, and the finished result looks incredible.
“Between the expanded product range offering even more great-value fashion and essentials and all our new in-store services, we think customers new and old are going to love Penneys’ amazing expanded retail space.
“Our continued investment in our Irish business demonstrates the confidence and commitment we have in our home market, and we are proud to continue to play our part in supporting Irish cities, towns and communities.”