A Fresh Look for a Dublin Favourite: Penneys O’Connell Street gets a €5 million makeover

 

· Lord Mayor of Dublin Emma Blain cuts ribbon to unveil fresh new look and feel to the iconic Dublin city store

· Bigger and brighter space including a revamped larger Home department and extended Kidswear range

· 16 new self-service checkouts, new Nails beauty studio and upgraded fitting rooms

· Penneys O’Connell Street employs 250 people, a third working more than 10 years, and is committed to supporting retail trade in the heart of Dublin city

Dublin, 12 June 2025: Penneys has completed a major €5 million refurbishment of its landmark O’Connell Street store in the heart of Dublin, reaffirming the brand’s long-standing commitment to investing in Dublin’s city centre and supporting the future of vibrant, accessible shopping in the capital.

First opened in 1992, the busy O’Connell Street store, which is an anchor retail tenant in the area welcoming thousands of shoppers through its doors every day, has undergone its biggest makeover in more than a decade. Customers will notice a lighter, brighter store from the moment they step inside, thanks to wider walkways, new panelling, refreshed signage inside and out, and energy-efficient LED lighting, all to provide a better store experience for customers to shop Penneys’ firm fashion favourites and every day affordable essentials.

Spanning 52,400 sq. ft., the store’s new slightly larger layout is designed to improve every step of the customer journey. The popular Kidswear department has been relocated to the first floor, where a bigger range now sits for simpler family shopping. Penneys’ Home department has also expanded, gaining an additional 1,217 sq. ft. of reclaimed space from relocated fitting rooms and service areas, now located on the lower ground floor, offering more choice than ever across bedding, décor, and seasonal items.

Speaking at the relaunch of the O’Connell Street Penneys store, the Lord Mayor of Dublin, Emma Blain said: “O’Connell Street is the spine of Dublin’s city centre and Penneys has long been one of its most iconic and well-loved destinations. This significant investment is a real vote of confidence in the future of our high street — supporting local jobs, enhancing the shopping experience, and helping to draw more people back into the heart of town. It’s great to see such a strong commitment to keeping retail thriving in Dublin.”

Penneys O’Connell Street is powered by a dedicated team of 250 colleagues, with around 90 working in store on any given day. It’s a team with deep roots too — over a third (36%) of colleagues working in the store have been with the retailer for more than a decade, reinforcing that a career in retail with Penneys can be a career for life.

Piers Cunningham, Store Manager of Penneys O’Connell Street, said: “Penneys has been part of Dublin’s city centre fabric for nearly 50 years, and a landmark on O’Connell Street since 1992. It’s one of the busiest and most iconic streets in the country, and we’re proud to be right at the heart of it. This investment is about more than just a fresh coat of paint – it’s a commitment to our customers, our colleagues and the future of retail in Dublin. The store looks incredible – brighter, easier to shop, and full of the features our customers have told us they want. We can’t wait to welcome everyone in to see the transformation for themselves.”

To minimise disruption to Penneys’ loyal customers, most refurbishment work took place at night, with a team of 70 contractors working hard to transform the store while doors remained open for shoppers each day. Key areas of the store have been reimagined – including upgraded fitting rooms on every floor and newly opened ground-floor windows that let in lots of natural light, brightening the space and creating eye-catching displays from the busy street outside. The store also has 16 new self-service checkouts, giving customers more flexibility when paying for their Penneys favourites, while the popular Nails studio has been revamped and is now located at the front of the store.

Dublin Town Chief Executive, Richard Guiney spoke of the positive impact of the newly refurbished Penneys store; “We are delighted to see the significant investment being made by Penneys to its O’Connell Street store. The iconic Penneys brand has been synonymous with city’s northern retail core for over 50 years and the commitment demonstrated by this investment is truly welcome. It represents a vote of confidence in a district that is re-establishing itself as a premier destination and one that has been recognised as such by the Taoiseach’s Taskforce For Dublin. We have no doubt that this positive momentum can be built upon as we take the necessary steps to further strengthen Dublin’s core city centre and create the city experience that Dubliners are calling for.”

Penneys’ investment in O’Connell Street has been widely welcomed by local businesses and city centre organisations as a positive boost for footfall and trade in one of the capital’s main shopping districts. The O’Connell Street revamp is the latest milestone in Primark’s ongoing €250 million investment programme in Ireland, which has already delivered updates to several regional stores across the country. Further store redevelopments are planned in the coming months for Penneys stores in Portlaoise, Limerick, and Ennis.