Minister Emer Higgins TD opens new €4 million Penneys store in Bray and 
marks the creation of 100 new jobs

• Penneys has opened the doors of its first store in Co. Wicklow & 38th in Ireland

• New €4 million Bray store is part of Penneys €250 million investment in its Irish business

• 100 jobs created in the locality as part of new store opening

• Penneys celebrates 55 years this month since opening first store in Ireland

The much-anticipated new Penneys store in Bray was officially opened today by Emer Higgins TD, Minister of State with responsibility for Business, Employment and Retail, following an investment worth over €4 million by the retailer which has in turn created 100 jobs for the local economy. Located in Bray Central, the new store spans 19,600 sq. ft of retail space across one floor, offering the fantastic in-store experience that Penneys is known and loved for.

Bray customers can now shop the wide range of summer trends available at Penneys, as well as everyday essentials across beauty, lifestyle and homeware. The new store has self-checkout tills, alongside traditional tills, making it even easier and quicker for shoppers who are short on time or paying by card. Penneys Bray also features many clothes made using recycled or more sustainably sourced materials, which is part of Primark’s pledge to make more sustainable products that everyone can afford. Already, 55% of Primark’s clothes are made using recycled or more sustainably sourced materials, with the retailer committing to making this 100% by 2030.

Minister of State with responsibility for Business, Employment and Retail, Emer Higgins TD, who opened the store, said: “I am delighted to announce the opening of Penney's new €4 million store in Bray, which marks a significant boost to the local economy and the wider Wicklow area. This investment will create 100 new jobs, providing valuable employment opportunities within the community.

“Penney's expansion into Bray with their 38th store, along with their broader investment plans for Ireland, highlights the crucial role that retail plays in fostering vibrant communities across the country. This new store, which is a fantastic addition to Bray town centre, is expected to increase foot traffic and benefit surrounding retailers.”

Fintan Costello, Head of Penneys Ireland and Northern Ireland, said: “We are delighted to finally open our doors in Bray today, welcoming customers and colleagues alike who we know have been eagerly anticipating this new store for some time. I’ve seen first-hand all the hard work that’s gone into getting the store ready and it’s been fantastic to experience such a positive reception and feel the love today from the Bray community. This new store offers a wonderful experience for our customers, with a fantastic selection of products including fashion, essentials, beauty, lifestyle and homeware. We have invested more than €4 million in Penneys Bray, demonstrating the confidence and commitment we have in our home market, and we are proud to continue to play our part in supporting Irish towns and communities.”

Lisa Rocca, CEO of Oakmount – Bray Central Developer, added: “We want to extend a huge welcome to Penneys and all their wonderful customers to Bray Central. There is so much excitement and anticipation about the opening and we are so proud that such a fantastic Irish retailer and success story is now opening in Bray. We wish everyone many happy shopping and visitor experiences at Bray Central”.

Penneys opened its first store on Mary St., Dublin, 55 years ago this summer and with the addition of Bray, now has 38 stores across 21 counties in the Republic of Ireland. Operating as Primark internationally, the retailer has over 440 stores across Europe and the US. The new store in Bray is part of Primark’s commitment to invest over €250 million in Ireland over a ten-year period, which includes the development, relocation and/or refurbishment of its stores across the country.

Primark is also accelerating the pace of its international expansion, with ambitions to reach 530 stores by the end of 2026. Earlier this summer, Primark entered its 17th market, opening its first store in Budapest, Hungary, and this week it opened its 25th US store in Virginia.