**Primark Taps Canada’s Jayme Miles as U.S. VP, Names Penneys Ireland Head**
**NEW YORK, United States —** Primark has named Jayme Miles, a retail veteran with nearly three decades of experience, as its first vice president for its U.S. business, effective immediately.
The Dublin-based value retailer, which operates 414 stores across 14 countries in Europe and North America, is opening its first U.S. location in Boston this fall, having delayed the launch several times during the pandemic.
Miles, who will report to Primark U.S. President Joe McKenna, will be responsible for all facets of the U.S. business, leading the brand’s expansion strategy, merchandising, marketing and operations.
He joins Primark from Canada’s Hudson’s Bay, where he most recently served as senior vice president of merchandising for home and fashion accessories. Prior to that, Miles held leadership roles at Target Canada and Zellers.
“Jayme is a highly accomplished retail executive with a proven track record of driving growth and profitability in the value retail sector,” said McKenna. “His deep understanding of the U.S. market and his passion for delivering an exceptional customer experience make him the ideal leader to guide our U.S. business.”
In addition to the U.S. appointment, Primark has also named Breege O’Donoghue as head of Penneys in Ireland, effective Aug. 1.
O’Donoghue, who joined Penneys in 2006 as a graduate trainee, has held a variety of leadership roles within the business, including head of kidswear and head of womenswear. In her new role, she will be responsible for all aspects of Penneys’ Irish operations, including merchandising, marketing and store operations.
“Breege is a highly talented and experienced retail leader who has a deep understanding of our Irish customers and our business,” said Paul Marchant, chief executive officer of Primark.
“I am confident that she will continue to build on the success of Penneys in Ireland and lead the business to even greater heights.”
Primark, which is a subsidiary of Associated British Foods, has been on an expansion tear in recent years, with plans to open more than 40 new stores globally by the end of its fiscal year in September 2023. The retailer, known for its affordable prices, has been a major success in Europe, and it is hoping to replicate that success in the U.S.
With the appointment of Miles and O’Donoghue, Primark is signaling its commitment to its U.S. and Irish businesses. The two executives will play a key role in the retailer’s continued growth and success..
