Rome's Primark store opens on 1 December.

Primark, the Irish low-cost retail chain, is to open a store in the Rome suburb of EUR at the Euroma 2 shopping mall on 1 December, according to local media.

Since launching as Penneys in Dublin in 1969, the Primark chain has expanded and now has 290 stores in nine European countries.

The firm is noted for its affordable "fast fashion" clothing as well as its festive range of Christmas jumpers, a trend which has yet to catch on in Italy.

In the past Primark has faced allegations of exploiting cheap labour in Bangladesh but its efforts to improve its working practices have since been recognised by the Ethical Trading Initiative (ETI).

For details of Rome store opening see Euroma Facebook page.