My Job: Looking after Ireland's 48 Penneys stores shows the real meaning of fast fashion

Fintan Costello's role as head of Penneys sees him juggle the shop floor and the boardroom

Fintan Costello, Head of Penneys Republic of Ireland and Northern Ireland. Picture: Marc O'Sullivan

“No two weeks are ever the same, not to mention two days being the same, which is one of the things I enjoy most about retail,” explains Fintan Costello on the responsibility involved in looking after 38 Penneys stores in the Republic and 10 in Northern Ireland.

“I spend the majority of my time out visiting stores, meeting colleagues and seeing first-hand what’s happening on the shop floor so we can make sure we’re offering the best possible in-store customer experience.”

Having been with Penneys for more than 30 years, he has built an extensive career across the business, working in a variety of roles in Ireland, the UK, Germany and Austria. “As a retailer, I love to see our products land in stores at great value prices, and that’s a big part of the excitement for me. That’s why our customers come to us and what drives our business.”

Usually spending one day a week in Primark’s international HQ at Arthur Ryan House with support teams, he prefers being in the middle of busy shop floors, staying close to the wider store network and customers.

“Whether it is reviewing retail performance, supporting store refurbs,
discussing new product launches or simply talking to colleagues about what’s working well, being present in stores keeps me on the pulse of what’s going on and helps ensure constant focus on delivering the best value, quality, and style for our customers.”

€250m investment in Irish stores

Store refurbishment is a key part of its €250m investment plan for the Irish market. “Our refurbishment programme is about creating brighter, more modern spaces for customers with improved layouts, updated fitting rooms, self-checkouts where appropriate, as well as better facilities for our colleagues as well.

“One of the most exciting projects is our St Patrick’s Street store in Cork, where we’re progressing plans for a multi-million-euro redevelopment and expansion, which will increase the store to around 40,500 sq ft of retail space, including an additional 6,000 sq ft. Once complete, it will create a larger, more modern shopping destination right in the heart of Cork city.”

At this halfway point of the year, 2026 is seeing a continued substantial investment in new stores and infrastructure, at home and abroad.

“Earlier this year, we announced plans to open a brand new Penneys store in Cavan, our 39th store in the Republic of Ireland, opening in spring 2028. Alongside that, we’re making great progress with our refurbishment programme, including doubling the size of our Portlaoise and Dooradoyle stores.”

Later in the year, a new distribution centre in Newbridge will also come on stream. “Internationally, it’s been an exciting period for Primark too. We’ve recently opened our new flagship store in Manhattan and our first three stores in Dubai, showing the continued strength of the brand as we expand into new markets. After a busy first half of the year, there’s plenty more to come.”

The company also launched a mobile app recently, catering to modern commercial and customer demands.

“While our business remains centred around our stores, we know customers expect a seamless digital experience alongside that. The app gives customers another way to engage with Penneys before they even walk through the doors — window shopping before actually visiting a store.”

Customers can browse products, check availability, save their favourites, and plan shopping trips. “It’s also another way for us to connect with customers and inspire them with new collections and seasonal trends. We don’t see digital and physical retail as competing with one another — they work hand-in-hand, and we know the app is an important footfall driver for us.”

Shoppers still want in-store experience

Even with the continual increase in online shopping, Fintan readily agrees it is still the case that people like to physically visit stores as part of the retail experience.

“Shopping in-store is still a social activity for many people. Customers want to see the quality, feel the fabrics, try things on and discover products at great prices for themselves — maybe even finding things they weren’t necessarily looking for. We also know that many people like to shop as a way of spending time with friends, or spending time in their local town or city centre.”

Having so far spent the majority of his career with the company, Fintan recalls his earlier position as general manager of Penneys’ flagship Mary St store in Dublin as a pivotal experience.

“Mary St has always held a special place for me, because it’s where the Penneys story began. It’s more than just our flagship store — our head office is located above it.”

During that period, he worked closely with the company’s founder and chairman, Arthur Ryan. “I learned so much about retail and how we trade our business and will be eternally thankful to him. That unique environment also meant I was working closely with colleagues across the business, from our buying teams to support functions, while also leading our most high-profile store in the market.”

Responsible for a team of more than 400 colleagues, it was an opportunity to develop as a leader in a fast-paced, high-performing environment. “Working as a general manager in Mary St also gave me an even deeper appreciation for the heritage of Penneys and the incredibly loyal customer base we have built in Ireland over more than 55 years. Looking back, every role I’ve held has taught me something different, but my time in Mary St really reinforced what makes Penneys unique — our people, our culture, and the connection we have with our customers.”

Irish brand still resonates

In comparison to stores in other EU locations, what makes Ireland different is the emotional connection and ‘grá’ people have with Penneys— an Irish brand many customers have grown up shopping with.

“There is a real sense of familiarity and affection for the business that you don’t necessarily see elsewhere. Irish shoppers are also incredibly engaged, they have a great eye for style at a great price, they’re quick to embrace new trends, and if a product starts gaining traction on TikTok or Instagram, they’ll know about it almost immediately.”

At the same time, Irish people are very practical shoppers, with everyday essentials remaining a huge part their baskets. In 2025, they accounted for half of all items sold in Penneys stores in the country. “We sold more than 2,000 packs of socks every hour, nearly 5,000 bras every day, and more than 1,000 basic T-shirts and vests every hour across our 38 stores.”

Despite the differences between markets at home and abroad, one thing has remained consistent throughout his career — customers everywhere want quality products at great value.

“Since opening our first store in 1969, Penneys has continually adapted to changing customer expectations while staying true to our core promise of outstanding value. At the end of the day, retail is a people-focused business — we employ over 5,000 colleagues in our 38 stores in Ireland. Great stores are built by great teams, and that’s what makes the job so fulfilling.”