Scottish shoppers have been given the news they have been eagerly anticipating – fashion giant Primark has been given the green light to open a flagship store in the historic heart of Edinburgh.

News of the breakthrough was reported by the main newspaper serving the Scottish capital, the Edinburgh Evening News.

It’s army of 150.000 readers were informed that planning permission has been granted after an exhaustive planning process.

Dublin-based Primark secured a prime site on Princes Street – formerly occupied by Marks and Spencer – in late 2009. 

The company then worked with renowned Scottish architects 3DReid to draw up detailed plans to transform the huge site into a fitting venue for a sensitive World Heritage Site.

Part of the process to achieve planning permission inovlved and extensive public consultation exercise.

Communications experts at Holyrood PR, PR in Scotland, set up an innovative online network where interested parties could express their opinions. It attracted more than 10,000 members.

Holyrood PR, a renowned public relations agency also assisted with stakeholder engagment and worked closely with the media to help Primark maintain a positive public profile throughout the successful planning process.