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Agenda-setting intelligence, analysis and advice for the global fashion community.

Who International Retailers Hire to Crack the US Market

Entering a new country requires a delicate balance between staying true to a brand’s DNA and adapting to local tastes. Having the right people in place from day one can often be the determining factor between success and failure.
Primark opened a dozen stores in the US in the last year, with plans to reach 60 locations by 2026.
Primark opened a dozen stores in the US in the last year, with plans to reach 60 locations by 2026. (Primark)

When Primark was plotting its US entry in 2014, among the first people the Dublin, Ireland-based retailer hired was a head of human resources.

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About the author
Sheena Butler-Young
Sheena Butler-Young

Sheena Butler-Young is Senior Correspondent at The Business of Fashion. She is based in New York and covers workplace, talent and issues surrounding diversity and inclusion.

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