The company notes that expansion into Hungary demonstrates Primark's continued commitment to the Central and Eastern European region, having successfully opened stores in Slovenia, Poland, the Czech Republic, and Romania.

The fashion retailer is planning to open its first store in Slovakia later this year, making Hungary the sixth country in Central and Eastern Europe and the 17th country worldwide to have a Primark store.

Primark currently operates 416 stores in 15 countries across continental Europe and the United States.

According to a press release sent to the Budapest Business Journal, the new store in Budapest will offer customers a unique, affordable range of the latest fashion trends and everyday essentials that Primark is known for.

The store will offer a range of licensed products, including NBA and Disney branded merchandise, as well as Primark's growing Primark Cares sub-brand, which is part of the chain's commitment to making more sustainable fashion more affordable for everyone.

Maciej Podwojski, head of sales for Primark in Central and Eastern Europe, said, "Arena Mall offers the perfect location for shoppers in Hungary to experience Primark's unique store concept, affordable, stunning fashion, and essentials".

"The reception to our store openings in the Central and Eastern European region has been excellent and we are confident that our Hungarian customers will love our range."

Erna Balla, head of operations in Hungary at NEPI Rockcastle (owner of Arena Mall) added, "We are very much looking forward to welcoming Primark to Arena Mall and are delighted that they have chosen us to launch their new store. Primark will be an attractive part of Arena's fashion offering."

* opening postponed until 2024 according to index.hu