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Consultants warn Primark that it faces tough debut in US

Low prices won't be enough to ensure the success of Primark in the United States, as the clothing chain prepares for its debut there in September, a new report by US retail consultancy firm Robin Lewis has warned, writes John Mulligan.

The report, commissioned by Davy Stockbrokers, says that store experience and merchandise will also be critical in appealing to young US consumers.

Primark - which operates seven stores in Northern Ireland and is headquartered in Dublin - is hoping to replicate is success in Europe.

It's initially focusing on the north-east of the country, and the first flagship store will open in Boston.

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