A major European fashion retailer is set to enter the Irish market, with New Yorker confirming plans to open its first-ever store in Dublin’s Jervis Shopping Centre.
The popular German clothing chain, widely known for its affordable denim, streetwear and athleisure, is expected to rival high street favourite Penneys when it launches later this year.
According to reports, the brand will take over a 21,000 sq ft unit in the north inner city shopping centre, with signage already approved for the site facing onto Mary Street. Planning permission has been granted, meaning work on the new store is expected to begin shortly.
Jervis Shopping Centre, Dublin
Founded in 1971, New Yorker has grown into a global fashion powerhouse, operating more than 1,300 stores across 47 countries and employing over 23,000 people worldwide. The retailer is particularly strong in its home market, with nearly 300 stores in Germany alone.
The brand positions itself as offering trend-driven fashion for “the young and the young at heart”, with a focus on keeping up with the latest styles at competitive prices. Its ranges span womenswear, menswear and accessories, and it is often compared to other fast-fashion names like Bershka and Stradivarius.
Crucially, early indications suggest pricing could come in even lower than Penneys, setting the stage for serious competition in Ireland’s already crowded budget fashion sector.
Centre director Derek McDonnell confirmed that planning permission has been secured, paving the way for the retailer’s arrival. While an exact opening date has yet to be announced, it is expected in the coming months.
The move is being seen as a significant boost for Dublin city centre, with retail property investment firm Pradera—which manages the shopping centre—highlighting the importance of attracting major international brands.
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Maeve Foley, Senior Director at Pradera, said the deal reflects continued demand from global retailers for prime locations in the capital. “We are pleased to announce New Yorker’s first Irish store at Jervis Shopping Centre. This signing reflects continued international retailer demand for high-quality, well-located retail assets in Dublin city centre,” she said.
She added that the opening forms part of a broader strategy to strengthen the centre’s offering and drive footfall. “The introduction of a strong international fashion operator such as New Yorker represents an important step as we begin to implement our strategy for the centre.”
The arrival of New Yorker is expected to further boost the vibrancy of Dublin’s retail scene, while giving Irish shoppers a new low-cost fashion option.
With competition already fierce among budget brands, all eyes will now be on how the German giant performs—and whether it can truly challenge the dominance of Penneys on the Irish high street.
