London is set to gain its first brand-new Primark location in ten years, with the popular budget fashion retailer confirming plans to open a store in southwest London.

Primark has been a fixture of London’s shopping scene for around 4 decades and currently operates 11 stores across the capital, alongside nearly 200 nationwide. While several well-known high street names such as River Island, New Look, and Claire’s have reduced their presence in recent years, Primark is moving in the opposite direction with this long-awaited expansion.

The new store will be located inside Wimbledon Quarter, taking over the large unit previously occupied by Debenhams. At present, Wimbledon residents have to travel to either Wandsworth or Tooting for their nearest Primark, but the upcoming opening will bring the retailer much closer to home. The SW19 branch is expected to open later this year or in early 2027.

Wimbledon Quarter already hosts a strong mix of popular retailers, including Marks & Spencer, Oliver Bonas, The Body Shop, and H&M, making it a well-established shopping destination in the area.

Commenting on the announcement, Robert Cragg, head of asset management at Romulus, which owns and manages Wimbledon Quarter, said the new store would be a major positive for the neighbourhood. He highlighted that Primark’s arrival would increase everyday shopping options for local residents and support the centre’s wider goal of becoming a vibrant, community-focused destination.

With this opening, Primark continues to demonstrate confidence in physical retail — and Wimbledon shoppers will soon be able to enjoy affordable fashion without leaving the neighbourhood.