Primark has confirmed when its new store will open in High Wycombe’s Eden Shopping Centre.

The budget fashion chain’s latest branch will open its doors for the first time on Wednesday, September 11, at 10am.

A live DJ will play to shoppers ‘new and old’ to celebrate the shop’s opening in the ground floor of the unit formerly occupied by House of Fraser, Primark said.

The new store measures 29,500 square feet and will include adult clothing, kids’ wear, home and lifestyle ranges.

Primark’s existing Wycombe store in the Chilterns Shopping Centre will close at 6pm on Tuesday, September 10, the day before the new outlet opens.

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The current store, located just eight minutes away from Eden, is the last remaining big brand in the Chilterns, which is set to be redeveloped into 300 flats.

Primark confirmed that all 82 staff and a dozen managers at its current site in Wycombe will be making the move over to its new store in Eden.

In a statement, the Irish retailer said: “Alongside the great value ranges Primark is known and loved for, the new modern look store will also include self-checkouts alongside serviced tills and 17 fitting rooms including family and accessible options.

“Customers can expect to see updated fixtures and fittings, improved signage and LED lighting, as well as new display units to better showcase our products.”

Primark’s retail director for the South West and North East Conor Walsh said: “We’re looking forward to opening the doors to our brand new store in Eden and showcasing the very best Primark has to offer in a fantastic new store located in the heart of High Wycombe.

“A big thank you to all of our colleagues who are working hard behind the scenes to get the store ready for opening day and ensuring the transition to our new site is a smooth one.”

Primark’s relocation across town is part of the company’s £100 million investment in its UK stores in 2024 as it celebrates its 50th anniversary on the country’s high streets.

The long-awaited move is also part of the regeneration of Wycombe town centre, which includes the redevelopment of the Chilterns Shopping Centre.

Dandara Living’s application for planning permission to demolish the ailing retail hub and replace it with flats is currently being considered by Buckinghamshire Council.

Council leader Martin Tett said last month that the local authority had used part of an £11.8 million government grant to help pay for Primark’s relocation in Wycombe.

The council boss confirmed in a letter to Wycombe MP Emma Reynolds that cash from the Future High Streets Fund, which is supposed to be for ‘renewing and reshaping’ town centres and high streets, had been used for the relocation.

He said: “The council has co-invested £4m of Future High Streets monies alongside Eden in a £12m conversion to achieve relocation of Primark into Eden, as an ‘anchor store’, stabilising Eden.”

Cllr Tett added that some of the £4m had also helped to ‘unlock comprehensive redevelopment of Chiltern Shopping Centre’ by releasing Primark’s existing store for Dandara’s planned flats, as well as new leisure attractions in Eden.

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