The American retail landscape is undergoing a transformation as foreign fashion giants like Ireland-based Primark and Spain’s Mango accelerate their expansion across the United States. These brands, already household names in Europe, are planting their flags in malls and shopping centers from coast to coast, signaling a shift in consumer preferences and a fresh challenge for domestic retailers. As of March 11, 2025, their growth trajectories suggest a blend of opportunity and disruption for the U.S. market. But what does this mean for American retail, and why are these brands doubling down now?
Primark’s discount-driven ascent
Primark, known for its ultra-low prices and vast brick-and-mortar stores, entered the U.S. market in 2015 with a debut location in Boston. A decade later, the retailer has expanded to 32 stores nationwide, with ambitious plans to nearly double that number by the end of 2026. Leases are already signed for new locations in cities like El Paso, Texas; Memphis, Tennessee; and Miami, Florida, pushing Primark beyond its initial Northeast stronghold into the South and Sun Belt regions.
The retailer’s strategy hinges on affordability—a compelling draw for price-sensitive American shoppers navigating inflation and economic uncertainty. At its Queens Center store in Elmhurst, New York, for example, customers like retiree Jeanette Torres have praised Primark’s value proposition. Torres recently purchased a T-shirt, underwear, and a winter hat for about $30, noting the store’s brighter, neater ambiance compared to competitors like Burlington Stores. More than 50% of Primark’s offerings are everyday basics—think socks, T-shirts, and underwear—making it a go-to for practical purchases.
Kevin Tulip, president of Primark U.S., told CNBC that the brand has reached a “maturity point” in Europe, prompting a pivot to the U.S., where only 5% of its global sales currently originate. To cater to American tastes, Primark has adapted its product range, introducing more leisurewear and refining its licensed merchandise—like Disney or NBA-themed apparel—after early missteps in gauging local sports preferences. With a Herald Square store in New York City on the horizon, Primark isn’t subtle about its ambitions to become a U.S. retail titan.
Mango’s premium fast-fashion play
Meanwhile, Mango is carving a different path. The Barcelona-based retailer, which opened its first U.S. store in New York’s SoHo in 2006, now boasts over 40 locations, with plans to reach 60 by the end of 2025. Its $70 million expansion plan targets key markets like the Northeast and Sun Belt, driven by insights from robust online sales. Unlike Primark’s discount model, Mango positions itself as a more premium fast-fashion brand, offering elegant dresses for around $50 and men’s linen shirts for $60—prices that outpace rivals like H&M but appeal to shoppers seeking elevated everyday wear.
Mango’s growth aligns with its “4E Strategic Plan,” aiming for 500 new stores globally by 2026 and $4.36 billion in revenue. The U.S., currently its fifth-largest market, is slated to climb to third place behind Spain and France. In 2024, the company reported an 8% sales increase to $3.33 billion, fueled by international expansion, with online sales accounting for a third of its revenue. CEO Toni Ruiz has emphasized a shift in American perceptions of European brands, telling Reuters, “They now have a different and better perception,” which Mango is leveraging through Mediterranean-inspired store designs and a loyalty program, “Mango Likes You.”
Why the U.S. now?
The influx of foreign retailers like Primark and Mango isn’t random. Experts point to several factors driving this trend. Monique Pollard, a London-based retail analyst for Citi, highlights the U.S.’s fragmented apparel market and resilient consumer spending as key attractions. Unlike the U.K., where inflation has dampened retail growth, American shoppers have proven more willing to spend, even amid economic headwinds. Social media has also leveled the playing field, allowing brands to build awareness quickly through platforms like TikTok and Instagram. John Mercer of Coresight Research notes that global fashion trends are converging, reducing the need for extensive localization.
The timing also aligns with a retail vacuum left by struggling U.S. chains. Department stores and specialty shops have shuttered locations, creating opportunities for international players to fill prime real estate. Primark, for instance, has noted strong demand for children’s clothing—a category hit hard by domestic closures. Meanwhile, Mango’s focus on e-commerce data helps it pinpoint high-potential markets, ensuring new stores align with existing customer bases.
Challenges and competition
Success isn’t guaranteed. H&M, a Swedish fast-fashion pioneer, blazed a trail in the U.S. 25 years ago but has recently faltered amid stiff competition. Mango itself has weathered two failed U.S. expansion attempts, while brands like Scotch & Soda have retreated after overextending. The current economic climate—marked by inflation and cautious discretionary spending—adds another layer of risk. J.Jill and Dr. Martens, for example, reported sales dips in 2024 despite broader retail resilience.
Primark and Mango face distinct hurdles. Primark’s lack of an e-commerce presence in the U.S., due to high online operating costs, could limit its reach as digital shopping grows. Mango, meanwhile, must balance its premium pricing with fast-fashion expectations, competing with both discounters like Shein and higher-end players like Zara, which is expanding store sizes rather than numbers.
What it means for American retail
The rise of Primark and Mango signals a broader evolution in American retail. For consumers, it means more choices—whether budget-friendly basics or chic European styles—often at a time when value is paramount. For U.S. retailers, it’s a wake-up call. Domestic chains must innovate to compete with these agile newcomers, who bring global scale and fresh perspectives. Primark’s low-cost model could pressure off-price giants like TJ Maxx, while Mango’s curated approach might challenge mid-tier brands like Gap.
The broader implication? The U.S. market, long a beacon for consumer spending, remains a proving ground for international ambition. As Primark aims for 60 stores by 2026 and Mango eyes a top-three ranking, their success—or stumbles—will shape the future of American retail, one storefront at a time
