It's well used to churning out fresh looks to fashion conscious shoppers across Dublin, and now it's got a new look of its own.
Primark, the parent company of Penneys, has officially opened its revamped international headquarters in the city centre.
The building, on Parnell Street, is home to about 600 staff, has over 40 meeting rooms, restaurants and a staff gym.
It's a listed heritage building, and has been named Arthur Ryan House, in honour of its founder and Chairman, Arthur Ryan.
The Taoiseach, Enda Kenny, helped officially open the building.
Primark, which has 293 stores in 10 countries, opened its first American store in Boston last week.
