WEALTH July 24, 2026 0 Comments

Inside Penneys’ €7 Million Dooradoyle Makeover: What This Revamp Means for Shoppers and the Retail Game

Ever wonder what it takes for a retail giant to not just survive but thrive and expand in the ever-evolving world of shopping? Well, Penneys just raised the bar — with a whopping €7 million makeover, their Dooradoyle store in Limerick has nearly doubled in size. Imagine walking into a space that’s almost twice as big, brimming with bigger sections for women’s, men’s, and kids’ wear, and a vibe that’s fresh, inviting, and yes, even complete with in-store music for the very first time. But here’s what truly strikes me: this isn’t just about square footage or the shiny new fittings. It’s about legacy and commitment. Since opening in 1980, this store has nurtured a team with incredible loyalty — over 11% of the staff have stuck around for 20 years or more, some hitting the 40-year milestone! That’s rare in any business and speaks volumes about the culture Penneys has cultivated. Plus, they’re adding 30 new jobs, proving that growth here means opportunity for the community too. To me, this renovation isn’t just a facelift; it’s a beacon of Penneys’ promise to Irish retail — investing big, evolving fast, and keeping customers at the heart of every decision. Curious to see the full picture? LEARN MORE

Penneys has reopened its extended and refurbished store in Dooradoyle, Co Limerick following a €7m redevelopment.

The Crescent Shopping Centre store has almost doubled in size from 13,400 sq ft to 24,600 sq ft to include larger womenswear, menswear and kidswear departments

Penneys Dooradoyle will take on 30 new employees, bringing its headcount to 135 people.

The store originally opened in 1980 and more than 11% of staff have worked there for more than 20 years, including Deirdre O’Neill, Mary O’Brien and Elaine Aherne Lee who have been there for over 40 years.

The refurbishment is part of Penneys’ ongoing investment in Irish retail in response to growing customer demand.

Fintan Costello, head of Penneys Ireland and Northern Ireland said: “We’re delighted to officially reopen our newly extended and refurbished Dooradoyle store and to welcome customers into a completely transformed shopping space.

“This significant investment reflects our continued commitment to Limerick and follows the refurbishment of our O’Connell Street store last summer, meaning both of our Limerick stores have now benefited from major investment to deliver an even better shopping experience for our customers.”

Eimear Dwan, marketing manager at the Crescent Shopping Centre, added: “I am thrilled to see the expansion of Penneys here at Crescent Shopping Centre. There was huge excitement and anticipation building over the last while, and I can’t wait to see our customers enjoy this new space”.

The upgraded store features wider walkways and for the first time has music playing in store for shoppers to enjoy while browsing.

Customers will also benefit from 22 fitting rooms, offering plenty of space to try on their favourite fashion finds, while 13 new self-checkout tills provide a quicker and more convenient way to pay.

This refurbishment marks the latest step in Penneys’ plan to invest €250m in new and existing stores over a 10-year period, including the development of a €75m state-of-the-art distribution centre in Newbridge, Co Kildare, set to open later this year.

(Pic: Supplied)