Even the French seem to be getting a bit excited about Primark's imminent arrival in the country renowned for its high fashion. Primark, owned by Associated British Foods (ABF) and which trades as Penneys in Ireland, is headquartered in Dublin.

The company began its mainland European expansion in 2006 and has nearly 260 stores. Berlin and Madrid are among the cities where Primark stores have popped up, while it has a presence in the Netherlands, Portugal, Austria and Belgium.

ABF confirmed last week that it was eyeing up a French store which will act as a test-bed for a possible wider presence in the country.

It's expected that the outlet will open sometime around September. French press and websites are bustling with news of the plans.

But one punter on the French website meltyfashion is unconvinced. "Pffffff," they say with true Gallic indifference, noting that the opening of the Liege store in Belgium was accompanied by scenes of frenzied shoppers. "It's been open two years and it's nothing special." Primark might just need a certain je ne sais quoi to get the French onside.

Irish Independent