Primark unveils its first small format store in Montijo, Portugal, signalling a strategic shift towards smaller, localised retail spaces.
- This new 27,000 sq ft store defies typical Primark standards, representing a ‘curated’ shopping experience suited for smaller markets.
- The store serves as an anchor within the Alegro shopping centre, leveraging strategic design choices to maximise visibility.
- Sustainability is at the forefront, utilising innovative materials like “Ecoboard” and offering recycling facilities.
- With plans for expansion, this format is poised to reach smaller communities across borders.
Primark has introduced a new retail model by launching its first small format store in Montijo, Portugal. This 27,000 sq ft establishment diverges from the typical Primark size and is adapted to serve the town’s limited population of approximately 55,000, distinct from larger cities such as Lisbon. For context, Montijo is located across the Tagus estuary from Lisbon, providing a slightly more convenient option for local shoppers who might otherwise need to travel to larger venues.
The store in Montijo is thoughtfully curated to meet local demands while upholding the brand’s core identity. Despite its reduced dimensions, the store maintains the essence of a traditional Primark by adopting a strategic layout that allows visibility across all sections from the entrance. This approach utilises lower mid-shop walls to enhance sightlines, ensuring customers can easily access the full range from any point in the store. Additionally, the signage has been deliberately minimised, promoting a more organic interaction with the merchandise.
Mark Jordan, Primark’s director of space optimisation and store design, emphasises the store’s distinctive offerings, with the majority of the merchandise focusing on fashion for all genders and age groups. A small section is dedicated to ‘fashion for the home,’ and a ‘brand new beauty concept’ is part of this innovative layout. Jordan draws parallels to other notable retail formats, such as Glossier’s and Birchbox’s approaches, highlighting similar aesthetic strategies.
The Montijo location also sets a benchmark for eco-friendly retailing, incorporating sustainable materials extensively throughout its design. Recycling initiatives are front and centre, with ‘Ecoboard’ and other recycled components taking priority. Noteworthy is the store’s use of aluminium, chosen for its lightweight and recyclable properties. These eco-conscious efforts extend to the offering of recycling bins where customers can recycle pre-owned Primark clothing.
This development is not merely an isolated test but a ‘pilot’ for wider implementation, with another small format Primark set to open shortly in Bolton, United Kingdom. Smaller store formats are increasingly being explored by retailers as they seek to maintain presence in communities where larger stores are unnecessary, optimising costs while reaching more customers. This approach facilitates easier access for shoppers less inclined to travel, setting a precedent for future expansions.
The introduction of Primark’s small format store in Montijo illustrates a forward-thinking approach by adapting to local market needs with sustainability in mind, promising a widespread rollout.
