Penneys to upsize in Hammerson's Dundrum Town Centre mall

By

Nigel TAYLOR

Published
Jan 25, 2022

Penneys, the Irish arm of the giant Primark retail chain, is to spend €14.8 million on moving and enhancing its Dublin flagship destination. The Dundrum Town Centre store is being upgraded “to give customers an enhanced shopping experience” at the Hammerson-operated mall.

The expanded store is relocating to the upper floors of the former House of Fraser site at the mall. Work will commence on the new store this autumn and is set to open in September 2023. The current Penneys store will remain open during construction. 

The new 60,000 sq ft space is a 64% increase on the current Dundrum Penneys store. Located on the second and third floors of the centre, the increased floor space will allow a much wider selection of fashion and products across women’s, men’s and kidswear as well as beauty and expanded homeware departments. 

Damien O’Neill, Head of Penneys ROI and NI, said: “As one of Ireland’s leading shopping destinations, Dundrum is a really important location for Penneys and very popular with our customers. Increasing the size of the store means we can offer a much wider selection right across fashion, beauty and homewares. 

“We have big plans and great ideas around how we bring our unique in-store design to life for our Dundrum customers, and we look forward to opening early next summer”.

Connor Owens, Managing Director, Ireland - Hammerson Group Management, added: “This will be one of the brand’s biggest retail offerings in Ireland and complements our occupier strategy to mix established household retail brands with vibrant customer-led services from entertainment to restaurants. 

“The signing of Penneys also demonstrates the value big brands still see in physical space against an ever-evolving retail landscape. This is one of the largest shopping centre lettings in Europe in recent years and is an indication of what is to come in 2022 and beyond with new uses and partnerships at Dundrum Town Centre in the pipeline.”

Last November, Penneys announced it was to invest over €250 million in its Irish business over the next 10 years, creating more than 700 jobs in Ireland over the next three years. 

The Primark brand will increase its total selling space in Ireland by an estimated 20% within the next 10 years.