In a major boost for South West London's retail scene, budget fashion giant Primark has announced it will open its first new store in the capital for more than a decade. The new location will be in Wimbledon, marking a significant expansion for the beloved retailer.
Wimbledon Welcomes 'Primarni'
The new store, affectionately known to fans as 'Primarni', will occupy a substantial 24,000 square foot space within the Wimbledon Quarter shopping centre. It will take over the unit that was formerly home to department store Debenhams.
This opening is particularly symbolic, as it comes 40 years after the first ever Primark store opened in London back in 1986. The brand, which started in Ireland in 1969 under the name Penneys, has grown to become a high street staple, with its giant four-floor flagship on Oxford Street already a London landmark.
What to Expect from the New Store
Shoppers in Wimbledon can look forward to Primark's signature low-cost offerings across a wide range of categories. The store will stock fashion lines for women, men, and children, alongside beauty products and homeware.
It will join an existing roster of popular retailers at Wimbledon Quarter, including Marks & Spencer, Oliver Bonas, Hotel Chocolat, and Rituals. The anticipated opening date is set for either late 2026 or early 2027.
Local Reaction and Strategic Vision
The announcement has been met with enthusiasm from the local community. On social media, residents have expressed their approval, with one local business on Facebook calling the move "fabulous" and "just what is needed" for the SW19 postcode.
Robert Cragg, Head of Asset Management at Romulus, which manages Wimbledon Quarter, stated: "We're delighted to welcome Primark to Wimbledon Quarter. Their arrival is a fantastic boost for the local community and brings greater choice for everyday shopping right to the heart of Wimbledon."
He added that the new store supports the centre's vision of becoming a key destination that serves and brings together local people.
This expansion follows an innovative move by Primark in late 2025, when it launched a luxury clothing repair and alteration service in its Manchester Market Street store, in partnership with The Seam. This indicates the brand's continuous evolution in enhancing customer experience alongside its value-driven retail model.
The opening in Wimbledon represents the most significant physical growth of Primark's London portfolio in over ten years, promising to bring affordable fashion and more to a new corner of the capital.
