Total Retail Talks
Total Retail Talks is for retail executives who crave the knowledge and insights needed to stay successful in today's fast-paced industry. Through engaging talks and focused interviews, listeners take away useful information and practical advice from a full roster of retail experts, influencers and leaders.

In episode 473 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Kevin Tulip, president of Primark U.S., the international value retail chain. Listen in as Tulip provides insight into his 22-year career journey with Primark (1:05), the brand's history and mission (3:05), and its continued expansion into the U.S. market (4:55). He discusses the European brand's regional store strategy utilizing associate and customer feedback that has lead to its success so far in the U.S. (7:45).

In addition, Tulip shares how Primark's social channels and website, while not commerce-enabled in the U.S., drive store traffic (10:45), as well as its process when identifying new U.S. markets and the types of stores that will perform well in those regions (13:00). He discusses creating brand awareness in new markets and the importance of the in-store experience (15:50), why Primark is betting on physical retail globally (18:45), and what's unique about its store offerings (20:35). Lastly, he shares the impact of honest feedback and constant evaluation on Primark's culture and success (22:50).

Kevin Tulip is the president of Primark U.S., leading the market through its expansion plan to reach 60 stores by 2026. Kevin started his career in retail at 16 years old, working as a part-time retail sales associate at a Primark store in Newcastle, England. In these early days of his career, Kevin discovered a love for serving customers, the fast-paced store environment, and the reward of supporting his colleagues through their career development. Kevin moved through the ranks at Primark and spent 2014 to 2020 leading the Benelux market. During his time leading the Netherlands and Belgium, he established a leadership team which expanded its store estate, steered the store teams through COVID closures, and opened the market’s flagship store in Rotterdam.

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