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The new stores will open in Turin, Livorno, Cosenza, Salerno and Genoa and will be the first Primark outlets in Italy with self-service checkouts.

Associated British Foods-owned Primark has been operating in Italy for the last eight years and employs 4,500 people across its existing 15 stores and regional office in Milan. The retailer says the expansion will create 600 new jobs across the country.

In a statement, Primark Italy’s director Luca Ciuffreda said: “I am often asked why Primark is so popular in Italy. I think the answer is very simple: Italian shoppers love Primark’s offering of the latest trends and everyday essentials at affordable prices. Our affordability means that everyone can take part in the fun of fashion.”

In its most recent sustainability report, Primark announced that 55% of clothing sold at its stores this year contained ‘recycled or more sustainably sourced materials’, up from 45% in 2022. It claims to have sold 3 million units of circular clothing.

Primark has previously committed to transition 100% of its clothes to its Primark Cares label by 2030, while keeping its same great value pricing, a move applauded by industry onlookers.

Ciuffreda added: “Opening new stores across Italy is about more than just another store. It is about creating employment in local communities. It is about growing our business and reaching more customers. It is about bringing more sustainable fashion at affordable prices to even more customers in Italy.”

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After focusing on in-store sales, Primark launched a Click + Collect offer for the first time in 2022, offering the service to UK customers at 57 of its stores. The offer was recently expanded to include womenswear – its most popular category – in September 2023.

ABF, which also operates large grocery, ingredients, and agriculture businesses, noted that while the conditions are still challenging for consumers, it has observed a reduction in inflationary pressures over the past year.