Primark has opened its first ever Czech store on Prague’s Wenceslas Square.

The opening of the store, which is Primark’s 396th worldwide, marks its venture into its 14th market as it seeks to target growth in central and eastern Europe.

Primark has opened stores in both Poland and Slovenia over the past two years and is set to open further Polish and Czech stores, as well as a debut Slovakian store in 2022.

Spanning 49,800 sq ft, the new store offers Primark’s huge range of fashion, homewares, kidswear and beauty.

The flagship includes a designated wellness section and a ‘Primark Cares’ sustainability area to capitalise on consumer demand and interest in both over lockdowns during the past year.

Primark has also created a ‘Trending’ area that will change with the seasons, which currently showcases fashion and accessories suitable for a garden party. 

The store has brought 300 new jobs to the city.

Primark chief executive Paul Marchant said: “We are so excited to finally bring Primark to the Czech Republic and what better place to do this than in the heart of Prague?

“This is another important market for us as we continue our expansion into central and eastern Europe and build our pipeline of new stores across the region.

“We can’t wait to introduce shoppers in the Czech Republic to our amazing fashion at amazing prices in our incredible new store.”