Irish beauty firm ‘Nails’ its UK market entry with Primark

Irish business Nails launches into UK market via Primark Liverpool store.

Beauty salon Nails has debuted in the UK at Primark’s Liverpool store after nailing its Irish market presence across nine Penneys stores.

Operating in nine Penneys locations across the country and with a standalone store in Dublin, Nails is one of the fastest growing nail salons in Ireland.

“It’s been a very busy few years of growth and development but we have a very strong dedicated team and our technicians are experts in their craft”

The new beauty studio in Primark’s Liverpool store will see the Irish beauty salon make its debut in England.

A beautiful start

Nails first opened with its standalone store in Dublin in 2013, and first partnered with Penneys in 2018 to open a beauty studio in its flagship store on Mary Street.

Since then, it has opened locations within Penneys stores in Liffey Valley, O’Connell Street, Newbridge, Waterford, Galway, Tallaght, Dundrum, and Belfast. Its arrival in Primark’s Liverpool store is the beauty concession’s first opening outside of the island of Ireland, as it expands its reach to a new customer base.

“At Nails, the idea was to always give the best customer service and the best beauty experience,” said director of Nails Orit Brahami. “It’s been a very busy few years of growth and development but we have a very strong dedicated team and our technicians are experts in their craft.

“We are very excited to open our first beauty studio in England and we will continue to meet our customers’ expectations. We would like to thank Primark for all these amazing opportunities, the strong partnership we have formed and all their support in this beautiful journey.”

The new salon is open daily, offering treatments such as manicures, pedicures, gel sets and a range of brow services from lamination to threading. Nails, which is located on the first floor of the Primark Liverpool store, joins the Tasty by Greggs Cafe and the WornWell vintage clothing concession, both of which opened as part of an extension to the store last year.

“Our in-store experience is so important to us at Penneys/Primark, and we love partnering with local businesses to offer our customers something unique,” said Primark director of New Business Development Tim Kelly.

“We’ve been so pleased with the success and growth of our partnership with Nails in Ireland over the past six years, and we’re thrilled to give them the opportunity to bring their business to British shores, joining our portfolio of 15 other beauty studios in its stores in Great Britain. Nails helps us to give our customers even more reasons to visit our stores as we combine beauty and style in a convenient and affordable way.”

  • Bank of Ireland is welcoming new customers every day – funding investments, working capital and expansions across multiple sectors. To learn more, click here

ThinkBusiness, powered by Bank of Ireland, has been created for Irish business owners and managers who are seeking information, resources and help on a range of business topics. It provides practical, actionable information and guidance on starting, growing and running a business.