Is Primark set to enter the Croatian market?

Primark

ZAGREB, 20 July 2026 – Ireland’s fashion retailer Primark could potentially enter the Croatian market as early as 2027, amid growing speculation in Croatian business and retail circles.

The company has not confirmed plans to open a store in Croatia. However, in a response to an official enquiry from Croatian business weekly Lider, Primark stopped short of ruling out future expansion into the country.

“We are delighted to hear that customers would like to see a Primark store closer to them. As a fast-growing company, we are constantly looking for attractive new locations for expansion. However, at this time, we cannot comment on speculation about where we plan our next opening,” Primark told Lider.hr,

The carefully worded response comes as Primark continues to expand its presence across Central and Eastern Europe.

Primark entered Hungary in 2024, opening its first store in Budapest. Romania has since become one of the company’s most active expansion markets in the region.

The retailer currently operates six stores in Romania, including two in Bucharest and one each in Timişoara, Cluj-Napoca, Craiova and Sibiu.

Further expansion is planned. Primark has said it intends to open stores in Iaşi and Bacău by the end of 2026, while a third Bucharest location is planned for the 2026/2027 financial year. This would bring its Romanian network to nine stores.

The company has described Romania as one of its key markets in the Central and Eastern European region.

Primark also has a growing presence in markets including Slovenia, the Czech Republic and Poland, adding to speculation that Croatia could eventually become the next destination for the retailer’s regional expansion.

Primark has long attracted Croatian shoppers, many of whom travel to nearby stores in Ljubljana and Graz.

A potential flagship store in Zagreb would therefore give the retailer direct access to a market where brand awareness is already high. It could also intensify competition in Croatia’s fast-fashion sector, currently dominated by major international groups including Inditex and H&M.

Founded in Ireland in 1969 under the name Penneys, Primark has grown into a global fashion retailer with more than 480 stores across 19 countries in Europe and the United States.

For now, the company has not confirmed a Croatian opening or provided a timeline for entering the market.

Nevertheless, its continued expansion across Central and Eastern Europe, combined with the strong interest of Croatian consumers, is fuelling speculation that Croatia could eventually become part of Primark’s regional growth strategy.

As is often the case with major retail expansions, any official announcement would likely come only once a location and commercial agreements had been secured.