The date of High Wycombe’s new Primark has been confirmed.

The store, which has been in the town since 2008, is set to unveil itself to the public on Wednesday, September 11 at 10am.

The megastore had initially been situated on the corner of Castle Street and Priory Road in the centre of town, being part of the now derelict Chilterns Shopping Centre.

However, it was confirmed in April this year that the shop would move from into the Eden Shopping Centre, and that the previous space will be transformed into flats.

It will take up residency in the outlet previously used by House of Fraser, before the business ceased to exist in High Wycombe at the start of 2023.

Prior to the opening on September 11, a handful of guests will be able to have a sneak peek of the shop with a tour of the premises.

So, what can you expect on the opening day?

  • Launch date: Wednesday, September 11
  • Opening time: 10am
  • Location: Eden Shopping Centre

Speaking back in the spring, Eden director Andrew Norton, said: “This is fantastic news for High Wycombe.

“Primark is a leading international clothing retailer with a focus on affordable fashion, beauty and homeware.

Moving to Eden will enable Primark to improve its presence in the town with more modern and convenient premises in a prime location.”

Primark UK Retail director, Kari Rodgers, added: “Thriving shopping districts benefit everyone and the store relocation will bring Primark closer to the town centre, bringing added convenience to our High Wycombe customers and giving them even more reasons to visit Eden.”

Primark’s exit from the Chilterns was first floated by the council in 2021 after House of Fraser fell into administration in 2018.

It follows an exodus of the shopping centre’s big names, including most recently Wilko, which permanently shut its doors at the site in 2023.

The mass departure from the shopping centres comes as the ailing retail hub has been earmarked for 303 new flats by Dandara Living, which submitted plans to overhaul the site to the council in October last year.