The flagship Penneys O’Connell Street store in Dublin has recently undergone a €5 million refurbishment, showcasing the brand's dedication to physical retail spaces in hopes of driving sales. This key location, one of the brand’s top 10 busiest stores, completed a 16-week renovation process.

Aside from the visual updates, the store now features 16 new self-service checkouts, an upgraded Nails studio, and an additional 1,217 sq ft of floor space in the home department. With a staff of 250 employees, around 90 individuals work in the store on any given day.

The renovation is part of Primark's ongoing €250 million investment plan in Ireland, with upcoming store revamps scheduled for locations in Portlaoise, Limerick, and Ennis. Penneys currently operates 38 stores in 21 counties across the country and recently invested €10 million in renovating its first store on Mary Street.

Andrew Murray, the area manager at Penneys, expressed satisfaction with the store's performance post-renovation, noting increased footfall due to enhanced natural lighting. The majority of the renovation work was carried out at night by a team of 70 contractors while the store remained open during the day.

Although Primark experienced a decline in sales in the UK and Ireland, the brand remains committed to physical stores over online retail. The Lord Mayor of Dublin, Emma Blain, emphasized the significance of Penneys O’Connell Street as a vital part of Dublin's city center, describing the brand as an iconic institution that reflects the city's spirit.