Shoppers at one of Ireland's most popular stores have been delivered some bad news in the latest cost of living blow.
Penneys has announced that shops across the country will increase prices on certain clothing, homeware, shoes and accessories items within months.
The move was announced by the chief executive of AB Foods, a company which owns Primark, the retailer that trades as Penneys in Ireland.
The budget fashion chain will make "selective" rises in the range, with the measure set to increase prices on its autumn and winter collection.
A Primark spokesperson told the Irish Mirror: “With increasing inflationary pressure and dollar strengthening, we will implement selective price increases across some of our autumn/winter stock.
"However, we are committed to ensuring our price leadership and everyday affordability.”
The increases will apply across all markets, including Ireland, the UK, the US and several European countries.
The price rise is the latest hike to be levelled at Irish consumers after energy, fuel and food prices all increased in recent months as a result of the rising cost of living.
AB Foods CEO George Weston said Penneys will still strive toward affordability in an uncertain economic climate.
"Inflationary pressures are such that we are unable to offset them all with cost savings, and so Primark will implement selective price increases across some of the autumn/winter stock," he said.
"However, we are committed to ensuring our price leadership and everyday affordability, especially in this environment of greater economic uncertainty."
Despite this, the fashion empire expects to see its sales increase in the coming months due to the opening of more stores and the expansion of its 'selling space'.
"As a consequence, total sales for Primark in the second half are anticipated to be ahead of the second half of the 2019 financial year, which was pre-Covid," AB Foods added.
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