Inside Penneys: Behind The Scenes With Brid Lanphier

Tell us a bit about your role and how long you’ve worked for Primark.

My journey with Penneys started 23 years ago, beginning as a trainee manager in Limerick City. I worked my way up to my current role as store manager in our flagship Mary Street store. Throughout my career, I’ve had the pleasure of also working in our Dooradoyle, Ennis and Galway stores, great stores with great people!

My role as store manager in Mary Street is to support the general manager, Philip Bergin, in our flagship store by inspiring and leading the store management team to create an exceptional store environment and customer experience that drives commercial performance to maximise sales. We also strive to create a great place to work with highly engaged colleagues. My work ethic and values were inspired and instilled by my parents, however during my 23 years in Primark I have worked with countless managers and colleagues who have influenced and defined my style of management.

What would you say are the biggest challenges in your role?

Penneys is constantly evolving and as we grow and transform, it can be challenging to ensure that we embed change. To overcome this, we strive to communicate effectively and eventually create a business-as-usual approach. A key part of this learning is to seek feedback and adapt our approach when necessary. Everyone’s opinion matters.

What would you say to someone who would like to work in Primark?

Go for it! I really love my job and I am surrounded by a network of inspirational people which make the company the success it is. Since 1969, Penneys has evolved and is always one step ahead. In my 23-year career, I have witnessed and been part of many of these changes. It is a privilege to be part of such a successful and dynamic company which embraces change and sees obstacles as opportunities.

What’s your favourite section of the Mary Street store?

My favourite section in Mary Street is our homeware section. I love the way we can create rooms within our department so we can showcase our products, we even stock pieces of small furniture to transform a hallway or a bedroom. It is also important to us that we create sustainable products which are affordable for everyone as part of our Primark Cares strategy. Our homeware section is an important part of this approach, and our trends are constantly updating and reflective of the season.