Primark Enters Mexico: Liverpool Franchise Deal Announced 2026

Key Points

• Primark is partnering with El Puerto de Liverpool in order to enter the Mexican market for the first time ever.
• New stores will be run on a franchise basis whereby locations, store openings and the rate at which the business expands will be jointly decided by Primark and Liverpool.
• With a population of 130 million people, the Mexican market presents huge opportunities for Primark outside of Europe and the United States.
• El Puerto de Liverpool runs 125 Liverpool department stores, 72 Liverpool Express stores, 196 Suburbia stores, 173 specialty boutiques and 30 shopping centers within Mexico.
• Primark runs more than 500 stores in 19 countries out of which 44 are based in the United States. Existing franchise operations are mainly run in the Middle Eastern region.
• According to Eoin Tonge who is the CEO of Primark, the new joint venture takes advantage of the market expertise held by Liverpool.
• In the opinion of Enrique Güijosa who is the CEO of El Puerto de Liverpool, Primark is a world class brand.

Liverpool (Liverpool standard) September 11, 2026 – Primark, the international value-fashion retailer, has confirmed its entry into the Mexican market through a strategic franchise partnership with El Puerto de Liverpool, one of Mexico’s largest retail groups. The announcement, made on 10 September 2026, marks Primark’s first foray into Latin America and extends its international footprint beyond Europe and the United States.

Under the agreement, Primark and El Puerto de Liverpool will collaborate to identify store locations, set opening timelines and determine the pace of expansion, with further details to be disclosed as the process advances. The partnership combines Primark’s value-led retail model with Liverpool’s extensive local infrastructure, operational capabilities and deep understanding of Mexican consumers.

What is the Primark and Liverpool Mexico partnership?

The Primark and Liverpool Mexico partnership is a franchise agreement that will enable Primark to open its first stores in Mexico under the operational leadership of El Puerto de Liverpool. As reported by WWD, the Dublin-based specialty retailer plans to soon open its first stores in Mexico through this strategic partnership revealed on Thursday with El Puerto de Liverpool, with the new stores to be operated under a franchise model.

According to Global Cosmetics News, Primark is entering the Mexican market through a strategic partnership with El Puerto de Liverpool, with plans to open its first stores in the country under a franchise model. The partnership gives Primark a lower-risk route into one of Latin America’s largest consumer markets through an established local retail operator, while supporting the retailer’s broader international expansion beyond its core European business.

How will Primark expand in Mexico with Liverpool?

Primark and Liverpool will work together to define locations, store openings and the pace of expansion, with further details to be disclosed as that process continues. As noted by FashionUnited, Primark is entering the Mexican market through a strategic partnership with El Puerto de Liverpool, leveraging local market knowledge for international expansion.

Liverpool recently established an entity to license and distribute brands across Mexico, a strategy that began with Dockers earlier in 2026, though several other brand partnerships have since been established. The company operates 125 Liverpool department stores, 72 Liverpool Express stores and 196 Suburbia stores, as well as 173 specialty boutiques and 30 shopping centers across the country.

Why is Mexico a strategic market for Primark?

Mexico, with a population of nearly 130 million and a well-established retail market, represents a significant opportunity for Primark. As reported by Eoin Tonge, chief executive officer of Primark, in a statement cited by WWD: “As we continue to expand internationally, we are seeing growing demand for the unique combination of quality, style and affordability that defines Primark.”

Tonge added: “We believe our proposition will resonate strongly with Mexican consumers and are delighted to be partnering with El Puerto de Liverpool, whose experience and deep market understanding make them the ideal partner to support our growth in the market.” Primark currently operates more than 500 stores across 19 markets, including 44 in the US, while its existing franchise operations are concentrated in the Middle East.

What did Primark and Liverpool CEOs say about the Mexico deal?

Eoin Tonge, CEO of Primark, stated that the partnership leverages Liverpool’s deep market understanding to support growth in Mexico, emphasizing the demand for Primark’s combination of quality, style and affordability. As reported by corporate communications from Primark, Tonge said: “We believe our proposition will resonate strongly with Mexican consumers and are delighted to be partnering with El Puerto de Liverpool, whose experience and deep market understanding make them the ideal partner to support our growth in the market.”

Enrique Güijosa, CEO of El Puerto de Liverpool, commented: “We are honored and excited to bring Primark to Mexico, a world-class brand whose unique value proposition we believe will strongly resonate with Mexican consumers.” Güijosa added: “By combining Primark’s globally recognized retail model with El Puerto de Liverpool’s deep understanding of the local market and operational expertise, we look forward to delivering a relevant and compelling offering while building a strong foundation for long-term growth in Mexico.”

What is Primark’s global expansion strategy?

Primark’s global expansion strategy includes continued growth in the US, expansion in the Middle East through franchise partnerships, and now entry into Mexico via Liverpool. As reported by Retail Tech Innovation Hub, a Primark spokesperson said: “Building on our partnership with Alshaya Group, we are continuing our growth in the Middle East, expanding into the Kingdom of Saudi Arabia. We are also announcing a new strategic partnership with El Puerto de Liverpool that will see Primark enter Mexico for the first time.”

Primark has been in international expansion mode beyond the US, with plans to open five locations in the Middle East — three in the United Arab Emirates’ Dubai in March, April and May, followed by stores in Bahrain and Qatar, after opening a store in Kuwait in late 2025. The retailer is also continuing to expand its franchise business, having broadened its agreement with the Alshaya Group to include Saudi Arabia, with its first store in the county to open in spring 2027.

Background of Primark’s Mexico Development

The development follows Primark’s broader international growth trajectory, which has seen the retailer expand from its European base into the US and Middle East markets over the past decade. Mexico represents Primark’s first entry into Latin America, a region with a population of nearly 130 million and a well-established retail market.

El Puerto de Liverpool, founded 176 years ago by Jean Baptiste Ebrard, has evolved into one of Mexico’s largest retail groups, operating multiple formats including Liverpool department stores, Suburbia value-fashion chains and specialty boutiques. The group recently established an entity to license and distribute brands across Mexico, beginning with Dockers earlier in 2026.

Primark’s existing franchise operations are concentrated in the Middle East through its partnership with Alshaya Group, which is now expanding into Saudi Arabia with a first store planned for spring 2027. The Mexico partnership with Liverpool follows a similar franchise model, enabling Primark to enter a new market with lower capital risk while leveraging local operational expertise.

Prediction: How This Development Can Affect Mexican Consumers and the Retail Sector

The entry of Primark into Mexico through Liverpool is likely to affect Mexican consumers by expanding access to value-led fashion options in a market where affordability remains a key purchasing consideration. For price-sensitive shoppers, particularly younger demographics and families, Primark’s proposition of quality, style and affordability could provide an additional retail option alongside existing value chains such as Suburbia, which is already part of the Liverpool group.

For the Mexican retail sector, Primark’s arrival may intensify competition in the value-fashion segment, potentially prompting existing players to reassess pricing, product assortment and store formats. Liverpool’s established infrastructure, including 125 department stores, 72 Liverpool Express stores, 196 Suburbia locations and 173 specialty boutiques, positions the group to scale Primark’s presence efficiently if consumer response is positive.

Longer-term, the partnership could signal increased interest from international value retailers in Latin America, particularly if Primark’s Mexico expansion proves commercially successful. However, the pace and scale of Primark’s rollout will depend on site selection, local consumer reception and broader economic conditions in Mexico, all of which remain to be observed as the partnership progresses.