LONDON, U.K.: Primark is betting that changing U.S. trade rules will tilt the balance in its favor, accelerating store openings and marketing across America as online rivals like Shein and Temu face new tariff pressures.

The Irish-founded budget fashion chain, owned by Associated British Foods, expects to benefit from President Donald Trump's decision in May to scrap duty-free treatment for low-value parcels from China. The rule change, which ended the so-called de minimis exemption on imports under US$800, forced online retailers shipping directly from Chinese factories to raise U.S. prices for the first time.

The shift gives Primark, which sells exclusively in stores and imports in bulk through U.S. warehouses, a relative edge. While it has also faced higher costs under Trump's wider tariffs, the company believes its low-price, high-volume model is now better positioned than fast-fashion competitors reliant on cross-border e-commerce.

Primark has grown into a retail powerhouse with 475 stores in 18 countries, generating nearly 10 billion pounds ($13.4 billion) in annual sales, all without offering home delivery. Customers can browse online, but purchases must be made in person or through Click & Collect in Britain.

After years of building loyalty in Europe, Primark is ramping up its U.S. push, aiming to reach shoppers who are feeling inflation's pinch but still want fashionable basics. The U.S. now makes up about five percent of global sales. Since entering in 2015 with a Boston store, it has expanded to 33 locations across 13 states, supported by logistics hubs in Pennsylvania and Florida.

"We think we've got a very relevant offer there," AB Foods CEO George Weston told Reuters. "We just know that not many consumers know us. Hence, the logical step is to increase the communications weight."

Marketing data shows Primark's digital ad spending jumped 175 percent between April and September, helping drive a 67.9 percent rise in U.S. website visits from a year earlier, according to analytics firm Semrush. By contrast, Shein and Temu sharply reduced ad spending as they adjusted to higher import duties.

Primark's U.S. sales grew 23 percent year-on-year in the second half of its fiscal year ending Sept. 13, up from 17 percent in the first half, a sign that awareness efforts and new stores are paying off.

Even as some retailers pause expansion amid tariff uncertainty, Primark is pushing forward. It opened six stores in 2024–25, including its first in Texas and Tennessee, and plans to reach 60 stores by 2026. It has signed 18 more leases, including a flagship at Herald Square in Manhattan.

"The Manhattan store will do a lot for our brand in terms of establishing us as a player in the U.S.," said Rene Federico, Primark's U.S. head of marketing.

Analysts say Primark's formula — value prices, trend-driven fashion, and a no-frills model — could eventually allow it to rival Old Navy, TJ Maxx, Target, and Walmart on their home turf.

"There are many more people out there that love us," Federico added. "They just don't know it yet."