FleishmanHillard Paris behind the scenes at Primark store openings in France

Pauline Menage

Blue balloons, excited employees, the famous onesies, impatient clients and finally after a countdown… the doors open, allowing hundreds of fashionistas to come and celebrate the event and to be the first ones to discover the new Primark store.

by Pauline Ménage

Each store opening of the famous Irish brand is an event! A fashion symphony, perfectly orchestrated, partially thanks to the consultants from FleishmanHillard Paris, who work to make sure everything happens without any wrong notes, from public relations with local representative, to welcoming guests, putting Primark on the front page of the local newspaper, and not forgetting cutting the ribbon!

For 2 years, FleishmanHillard has supported Primark in its development in France. In addition to the 3 stores opening in Lyon, Cagnes-sur-Mer and la Valette-du-Var, FleishmanHillard consultants are in charge of corporate PR for French consumer, trade and specialised media. Every member of the team is delighted to help French journalists discover Primark’s background, its prize-winning sustainable initiatives, and the thousands of jobs it has created in France. FleishmanHillard is also doing an important work with local city councils, by introducing them personally to Primark representatives to share with them the values of this family company, and to invite them to cut the ribbon on the opening day.

A Primark store opening in a few numbers: on average, each FH team member does 16 348 steps on the day, which represents 11,8km walked, and about 5 000 balloons are inflated and offered to clients.

Primark, one of the principal fashion retailers in Europe, offers its clients “amazing fashion at amazing prices”. The 8 stores in France offer all the collections for baby, children, women and men, home decoration, accessories and beauty products.

Primark has more than 300 stores and employs more than 60 000 people in 11 countries, including Europe and the USA. Primark, a division of Associated British Foods plc, was founded in Ireland in 1969. Today, the group has more than 1 million square metres of retail space. In 2015 Primark was recognised by Greenpeace as a ‘Detox Leader’ for its chemical management policy, after joining its global Detox campaign in 2014.