The popular retailer from Ireland, Primark is celebrating its 10th anniversary in the United States with plans for more growth.

A year ago, the company announced its first flagship store in Manhattan, located in Herald Square across from Penn Station. Primark recently also opened a new office in downtown Boston.

Kevin Tulip, President-US, Primark, says the company has been ‘very deliberate’ in its approach to the American market over the past decade. To introduce itself to American shoppers, last year Primark launched its first US brand campaign year called ‘That's So Primark.’ According to Michelle McEttrick, Global Chief Customer Officer, the brand aims to show budget-conscious consumers that they don't have to ‘sacrifice style.’

Founded in 1969, Primark's original mission was to provide affordable choices for everyone.\ The retailer also has a ‘Primark Cares’ strategy with several goals by 2030, including using only recycled or sustainably sourced materials for all its clothing, cutting carbon emissions in half, and working toward a living wage for its supply chain workers.