Global fashion retailer Primark has opened a new €10m ($10.78m) store in Turin, Italy, marking its second location in the Piedmont region in the country.

Situated in the To Dream urban district, the store has created 150 new jobs and boasts more than 4,500m² of retail space.

This expansion aligns with Primark’s previously announced €50m investment in the Italian market.

The Turin store is the first of several planned new locations, bringing Primark’s national presence to 16 stores.

Last week, the company confirmed an additional store opening in the Parma Retail shopping centre.

The new Turin store offers a wide range of products, including:

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  • Everyday essentials such as sleepwear.
  • Trending clothing for women, men, and children.
  • Beauty products.
  • Lifestyle and homeware items.

The company said all products are available at its signature affordable prices.

Notably, the store introduces self-checkout options for faster and easier transactions.

Primark said it remains committed to sustainability, with 55% of its clothing currently made from recycled or sustainable materials. The company aims to reach 100% in this metric by 2030.

Building on its commitment to value, Primark recently reduced prices on hundreds of its essential children’s clothing items and accessories.

This move helps families manage rising costs as the hotter, mid-year period approaches.

Paolo Chiavarino, trade councillor of Municipality of Turin, said: “We value the offer of products made with a high percentage of recycled materials or made through more sustainable sources, combined with an offer that allows purchasing accessibility for a vast area of the population: this sensitivity is in line with the respect for the planet’s resources and at the same time acts as a concrete response to the need for families to save in a period characterised by rising prices.”

Primark’s expansion in Italy demonstrates its dedication to the market and its vision of providing trendy, sustainable fashion at affordable prices.