Penneys has confirmed its newest Irish store will open on July 18th.
The outlet in Bray Central shopping centre will be its first store in County Wicklow.
The new store will span 19,600 sq ft of retail space across one floor.
Penneys Bray will offer fashion, as well as everyday essentials in beauty, lifestyle and homeware.
Penneys Ireland Chief Fintan Costello told Breakfast Business it is a busy time.
"It's our first store down in Wicklow and we're super-excited," he said.
"We're expecting a busy store... Bray's a busy and bustling town so there's going to be lots of excitement and lots of balloons no doubt".
On facing competition from online Chinese retailers, Mr Costello said Penneys is operating in that space.
"There's obviously always competition out there in retail, be it on the high street or online," he said.
"Our focus is definitely on our high street bricks and mortar offer in the heart of the community.
"But also, we have a massive digital presence as well so that's really important to us".
An aerial view of the new Penneys shop (lower right) in Bray, Co Wicklow. Image: PenneysMr Costello said Penneys completed its website update last year.
"One of the special things that we introduced there was out stock checker – so our customers can actually go online and check to see if the stock is in the store before they make the journey," he said.
"That's gone down really well, particularly in Ireland".
More Penneys stores
On the possibility of hitting peak Penneys, Mr Costello said they are on target to open more stores in the next two years.
"We've announced our plans to hit 530 by 2026 and we're on target to meet that," he said.
"We do have a strong expansion plan across the business so we just keep moving forward".
Last month the retailer entered its 17th market, opening its first Hungarian store in Budapest.
Asked about trends that set Irish shoppers apart, Mr Costello revealed Penneys sells two pairs of pyjamas every minute in Ireland.
Penneys opened its first store on Dublin's Mary Street 55 years ago and now has over 440 stores across Europe and the US which trade as Primark.
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