Fashion giant Primark has announced it will invest €40m (£33.8m) into its Portuguese business, opening four new stores in four new cities.

Primark Porto Norte (3)

Primark’s expansion plans will bring its Portuguese store estate to a total of 14 and create 500 new jobs

The four new stores will open in cities including Montijo, Guimarães, Viseu and Covilhã. The expansion in Portugal will also include an extension of its “highly popular” Colombo store in the country’s capital, Lisbon. 

The investment coincides with Primark’s 15th anniversary in the country as demand from Portuguese shoppers continues to grow “from families and style lovers alike”.

The new stores are being designed with the store experience in mind and will offer a range of Primark’s fashion, beauty and homeware products, as well as being the first in the country to offer self-service checkouts.

The move will grow Primark’s Portuguese store estate to a total of 14, increase its selling space by more than 30%, and create 500 new jobs.

Nelson Ribeiro, Primark head of sales in Portugal, said: “Primark is continuing to spread in Portugal. Since opening our first store 15 years ago, we have built and grown such a strong business here with a huge base of loyal Primark customers.

“It makes us so proud how they have welcomed and returned to us again and again as we have grown over the years. Primark is a retailer built entirely around our stores, so we know that a big part of our success is our committed retail colleagues who have supported us every step of the way and have been our best ambassadors in helping Portugal fall in love with Primark.

“We are excited to keep growing, investing in more stores, creating even more jobs, and introducing even more Portuguese shoppers to our incredible style and value.”

Primark’s investment in Portugal is part of its international expansion strategy as it continues on its bid to reach a store estate total of 530 by 2026.

At the end of last year, Primark announced its expansion in Italy and last month confirmed entry into its 17th market with the opening of its debut store in Budapest, Hungary.