The Spanish fashion chain, Zara, finally opens its doors to the public in Dublin's Henry Street today, almost two years to the day since its first Irish opening in Belfast.
In one of the most eagerly awaited retail developments in the city, Dubliners will get their first taste of the clothes that have made Zara a byword for up-to-the-minute fashion, straight off the catwalk, at down-to-earth prices.
Customers at Zara will find that prices are higher here than in cities like Madrid or Barcelona, but, according Mr Mike Shearwood, MD of Inditex for the UK and Ireland, approximately 10 per cent cheaper than the UK.
"Our strategy has been to adopt the northern European pricing structure for Dublin, which is the same as France, Germany, Holland and the Benelux countries," says Mr Shearwood.
The Irish VAT rate on adults' clothing is 21 per cent, compared to Spain's 16 per cent.
It is estimated that Zara's Irish prices could be 12-15 per cent more than in Spain.
The company, which is based in La Coruna, in Galicia, has 600 stores worldwide. Mr Shearwood says he is looking for other outlets in Dublin and Cork, "if there is a demand and we can operate profitably. Brand awareness in Ireland of Zara is higher than it was in the UK when we opened our first shop there in l998".
The 20,000 sq ft Zara shop in Dublin, containing womenswear, menswear and children's wear, is spread over two floors decorated in pale Spanish marble, and is part of the multi-million euro revamp of Roches Stores, which was officially unveiled last night.
The new store - twice the size of its predecessor and spread over five floors - has a modern white minimalist interior, sleek elevators, spacious fitting rooms, a huge glass atrium and a restaurant with views all over the city. Work on the building has taken nearly two years to complete.
Still, the price-tags were definitely good value and the choice - some 23,000 items in womenswear alone - is certainly sharp, fashionable and widely appealing.
Prices were around €185 for a woollen coat, €85 for a tweed jacket, €30 for skirts and €55 for dresses. A beaded evening dress was €129 and colourful velour tops and tracksuit bottoms €21 and €19 apiece. Shifts made of huge sequins - a new take on a 60s look - were €80.
However, they will all be gone in a week or two to make way for new stock, flown into the city twice a week. For a company that controls every single stage of production, speed has been the secret of Zara's extraordinary success.