Primark is taking its own brand of high street chic to Milan, home to Versace, Prada and Armani and one of the world’s fashion capitals. The retailer – already nicknamed Primarni by fans – plans to open three stores in Italy within the next 12 months. The move comes as Primark revealed that its first US store, in Boston’s Downtown Crossing, will open in September. John Bason, finance director of Primark’s parent company Associated British Foods (ABF), said Primark already had stores in Germany, the UK, France and Spain, and that Italy was the logical next step. Primark’s own analysis has found Italy to be the second biggest potential market for the brand in the EU, behind only Germany.
