Primark has introduced a dedicated shop‑in‑shop for official Disney merchandise within its store at the Val d’Europe Shopping Centre in Serris, France. The space spans over 370 square metres and is claimed to be the largest Disney‑retail experience offered by Primark in Europe.
Located approximately ten minutes from Disneyland Paris, Europe’s most visited tourist attraction, the shopping centre receives around 20 million visitors annually. The new Disney area is situated on the first floor of the store, which originally opened in 2017. The fit‑out is bespoke and the offering broad, covering plush toys, fashion, home‑ware and accessories.
The shop‑in‑shop extends the long‑standing collaboration between Primark and Disney, which commenced in 2011. Within the space, customers can explore collections for all ages inspired by characters such as Mickey & Friends, Stitch, Bambi and Winnie the Pooh, alongside Marvel and Pixar‑themed items. Pricing is consistent with Primark’s value proposition.
Sarah Jackson, Global Director of Licensing at Primark, commented: “Primark has developed a strong and successful collaboration with Disney over the past 14 years, becoming one of the largest retailers in Europe for official merchandise. The opening of our new Disney destination at Val d’Europe represents another strategic step for Primark, creating a unique experience for fans visiting the park and beyond. With an expanded product offering and dedicated space inspired by the wonder of Disney, we’re certain it is going to be a huge hit with our customers.”
Primark currently operates 30 stores in France, including seven in the Paris region, and is actively expanding its presence in the market.
