Penneys will launch a new website in Ireland this summer.
The retailer officially launched their new site in the UK this morning, allowing customers the ability to check stock availability in stores for the very first time.
The site's product pages will now house more information and better imagery - and it's coming to these shores very soon.
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A Penneys spokesperson said: "Our new website will better connect the journey between searching online and then shopping in store and will feature thousands of products from across Primark’s best-selling ranges, as well as a fresh design and enhanced navigation.
"This is a global rollout launching first in the UK and we hope to be live in Ireland by the end of July."
Shoppers will also have access to improved search functionality and product filtering, such as by size and colour.
Though the ability to order online is still not in the plans, a click-and-collect service is still on the table.
The spokesperson continued: "We know lots of customers would love to shop with us by Click & Collect. We don’t rule out offering this service as a possible option in the future, however the next digital step for us is to improve our customers’ experience with Primark by better connecting the journey from browsing online to shopping in-store.
"Our new site hosts a far wider product range as well as improved information and functionality including a brand-new stock checking service and marks a big step up in our digital capabilities.”
Primark chief executive Paul Marchant added: "We know our customers love the experience of shopping with Primark and the surprises they pick up when they come into our stores - it's what makes Primark special.
"However, we know that they also want to browse the latest collections online and be able to check availability, which is what our new website makes possible for the first time.
"This new website and new features mark a significant step forward for our business and represent a shift in the role of digital at Primark."
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