Primark, a subsidiary of Associated British Foods, is a fast-growing, value retailer with a differentiated customer proposition delivered through a digitally-enabled, store-led model. The fashion, beauty and lifestyle retailer has 460 stores in seventeen countries across Europe and the US.
Primark provides affordable, high quality apparel, accessories, beauty and homeware
Summary
Founded in Ireland in 1969 as the Penneys brand, Primark provides affordable, high quality apparel, accessories, beauty and homeware. In 2024, Primark reported a six percent increase in sales, rising from £9.00bn in 2023 to £9.44bn. This growth trajectory is driven by strong performance in the UK, the US, France, Spain, Italy, Central and Eastern Europe.
“Primark achieved good sales growth this year… Our low-cost model is as strong as ever, as we maintain our relentless focus on delivering great-value clothing and a unique store experience,” says George Weston, Chief Executive of Associated British Foods. “This is underpinned by a step up in investment in strategic initiatives across digital, product and brand. Significant white space for new stores remains across Europe and the US, which we expect to help drive sustainable growth over the medium and long term.”
Primark is also working to make sustainable fashion more affordable through its Primark Cares multi-year programme that focuses on giving apparel a longer life, making apparel from recycled or sustainably sourced materials, halving carbon emissions across its value chain, and pursuing a living wage for workers in its supply chain, by 2030.
History of Primark
Primark was founded by Arthur Ryan in 1969 as Penneys, a single shop in Mary St, Dublin, with the goal of bringing affordable clothing to Ireland. His vision of value fashion for young people led to its unprecedented success and subsequent expansion into Northern Ireland in 1971. With the philosophy of ‘amazing fashion, at amazing prices’ the fashion retailer expanded overseas in 1973 with a store in Derby, England.
It was renamed Primark to steer clear of legal issues with US retailer JC Penney which had registered the name. Today Primark is an international fashion retailer with app. 72,000 employees across fifteen countries, but it is still built on the same foundation: everyday affordability for everyone. From great quality essentials to stand-out style across womenswear, menswear and kidswear, plus beauty, homeware and accessories, there is something for everyone at wallet-friendly prices.
People often wonder how Primark could offer stylish, high quality products at low prices. Perhaps, because of minimal spend on advertising; no online shopping or delivery network; saving on hangers and price tags; and buying directly from factories in bulk. The turnaround happened when it acquired Littlewoods stores and it slowly accounted for over a third of the parent company’s operating profits.
Primark has stayed true to its Irish roots but is present in the UK, mainland Europe, Central and Eastern Europe and in the US. With over 400 stores, the retailer see opportunities for growth in all its markets and expects to reach 530 stores by the end of 2026. The leadership team at Primark is always thinking one step ahead adding new and exciting in-store services such as beauty and food and beverages outlets to create true retail destinations. Digital plays an increasingly important role in sharing their story and engaging customers across social channels; the retailer is also rolling out a new website showcasing a wider range of products and providing customers with availability by store.
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What Makes Primark Unique in the Fashion Industry?
Affordability is at the heart of Primark. The vision now is to make sustainable fashion affordable for everyone. The in-house design team is focused on giving their apparel a longer life, protecting life on the planet, and improving the lives of the people who make their products. Already over a quarter of all of their apparel are more sustainable, which customers can find in store by looking for the blue heart of the Primark Cares label.
In 2011-12, Primark achieved leadership status in Ethical Trading Initiative by offering democratic fashion. As per an article in The Economist, “Primark has an irresistible offer: trendy clothes at astonishingly low prices. The result is a new and even faster kind of fast fashion, which encourages consumers to buy heaps of items, discard them after a few wears and then come back for another batch of new outfits.”
Primark also offers a unique store experience by creating exciting retail destinations in the right locations. Some of the stores offer additional services like beauty studios, nail and brow salons, barbers, themed cafes and vintage fashion concessions. The retailer uses their digital customer experience to drive engagement and increase footfall in stores. This includes their website, stock-checker facility and social media platforms. Primark is also expanding their Click- and- Collect service across all of the stores in Great Britain to give customers the convenience to order online before collecting their purchase in store.
Product Range
Overall, Primark’s diverse product portfolio emphasises high quality, affordable prices, and the newest styles, making it a popular choice for shoppers seeking value. The menswear and womenswear collections includes everything from casual staples to versatile looks for work, leisure, and special occasions. For children, Primark provides a wide selection of apparel that combines comfort, durability, and style, making it easy for parents to find essentials, school-wear, and seasonal items for kids of all ages.
Primark’s product lineup extends to beauty, homeware, and fashion accessories. The beauty line includes makeup, skincare, and haircare products for different preferences and budgets while the homeware offers stylish and affordable items for every room, from bedding and kitchenware to home decor. Primark’s fashion accessories include handbags, shoes, and jewellery that complement its apparel, enabling customers to complete their look.
Primark also partnered with adaptive designer and disability advocate Victoria Jenkins to make adaptive fashion affordable. Perhaps the solution does indeed lie in rethinking democratic fashion and including people with disabilities in the design process to actively solicit feedback that can bring about meaningful change. The goal will be achieved when Primark brings the niche adaptive apparel segment to the forefront of fashion.
Primark partnered with adaptive designer and disability advocate Victoria Jenkins to make adaptive fashion affordable.
Ann Marie Cregan, Primark Trading Director said: “We’re proud to be working with Victoria, who for years has been such a vocal advocate for inclusive fashion and universal design across the industry. Like us, Victoria is really passionate about making fashion accessible to everyone and we’re looking forward to learning from her and working together to accelerate our ambition to bring more affordable adaptive fashion to the high street.”
In 2025, Primark launched its biggest performance collection. From technical sports bras and sweat-wicking tops to premium leggings and joggers, the new collection uses the latest product innovations including four-way stretch, sweat-wicking and breathable fabrics. “This category has doubled for us year on year as consumers look to us for performance wear that works, in the gym and out of it, at prices for all budgets,” said Steve Lawton, Chief Product Officer at Primark.
Fashion Collaborations
Primark x Disney resonated with fans of all ages. By integrating its product lines with Disney characters and themes, Primark tapped into the emotional connections that consumers have with Disney’s rich storytelling and nostalgia. This partnership enhanced Primark’s appeal in the family and children’s segments. The collections, featuring playful designs and iconic imagery, met with an enthusiastic response, leading to high sales volumes and buzz on social media, fostering brand loyalty and expanding Primark’s customer base.
Primark x Greggs garnered widespread attention through its clever alignment of fashion and food, and became viral. By creating apparel and accessories with pastry designs inspired by Greggs’ baked goods, Primark tapped into a quirky cultural moment. This collaboration heightened brand visibility for both Primark and Greggs and spurred social media engagement, as fans eagerly shared their purchases and experiences. The playful nature of the collection and its ability to invoke a sense of community among consumers helped Primark reinforce its image as a forward-thinking retailer that embraces popular culture.
The Primark x Stacey Solomon celebrity collaboration introduced a curated capsule collection inspired by Solomon’s personal style. This partnership was successful in attracting her fanbase and capturing the attention of a wider audience. The collection featured trend-centric, affordable pieces designed for everyday wear, allowing consumers to incorporate celebrity style into their look. The collaboration generated anticipation and excitement, which translated into increased sales. Ultimately, the partnership reinforced Primark’s strategy of leveraging celebrity influence while showcasing its commitment to stylish budget-friendly products.
Global Expansion and Market Reach
Primark has significantly expanded its global footprint since 1969. As of late 2024, the company operates over 450 stores across seventeen countries, including the UK, Ireland, Spain, Germany, and the US. The UK remains its largest market, with 191 stores, followed by Spain with 56, Ireland with 37, and Germany with 32. In the USA, Primark has established a growing presence with twenty-two stores in cities such as Boston, New York, and Chicago.
Primark has outlined ambitious plans for global expansion, aiming to open new stores in North America and Asia.
Primark’s expansion into the US began in 2015 with a store in Boston, and it has since opened stores in New York, Pennsylvania, and Florida. Despite initial challenges in adapting to the American retail landscape, Primark plans to increase its US store count to sixty by 2026. Primark continues to invest in Europe, with a reported €40 million investment to open four new stores in Portugal and expand existing ones.
A hallmark of Primark’s expansion strategy is the development of large-scale flagship stores that offer more than just shopping. The most prominent example is the Birmingham High Street store in the UK, which opened in April 2019. This five-floor, 160,000-square-foot store features a Disney-themed café, a beauty salon, and a barbershop. These flagship stores serve as both retail hubs and experiential destinations.
Sustainability Efforts
Primark’s “Sustainability Strategy” aims to foster a more responsible and environmentally-friendly approach to fashion. This initiative centers around three pivotal pillars: ethical sourcing, reducing the carbon footprint, and promoting circular fashion. Under ethical sourcing, Primark is committed to ensuring that its products are made with respect for both people and the planet.
This involves working closely with suppliers to uphold rigorous labour standards, fair wages, and safe working conditions in its supply chain. Additionally, Primark has set forth ambitious goals for sourcing its cotton from sustainable sources and using recycled polyester in its products, illustrating its commitment to transparency and responsibility in raw material procurement.
In its pursuit of circular fashion, Primark is actively developing systems and initiatives designed to extend the life of clothing and minimize waste. The company has launched recycling programs that allow customers to return their unwanted clothing in-store. To further reduce its carbon footprint, Primark is investing in energy-efficient practices such as utilising renewable energy sources and optimising logistics to lower emissions. Through the Primark Cares initiative, the company demonstrates that it is possible to balance affordability with ethical and environmentally-conscious practices.
Future Outlook
Primark has outlined ambitious plans for global expansion, aiming to open new stores in North America and Asia. This expansion strategy aligns with Primark’s objective to reach a broader customer base and emphasises the brand’s commitment to its value-led proposition in a competitive retail landscape. Although the brand has historically focused on brick-and-mortar retail, it has initiated online sales trials and plans to roll out an expanded e-commerce presence.
To support its global ambitions and adapt to changing consumer trends, Primark is investing significantly in sustainability and technology. The retailer recognises that modern consumers are increasingly conscious of environmental and ethical issues, and is committing resources to sustainable sourcing, eco-friendly production methods, and waste reduction practices. Technology plays a crucial role in these efforts; the brand is exploring advancements in supply chain management and data analytics to streamline operations and improve customer personalisation.
The future is bright. Per a company report: ‘We continue to see significant white space opportunities in our growth markets in Europe and in the US and we have a clear roadmap for new store rollouts over the medium and long term to drive sustainable growth… We recently signed an agreement with the Alshaya Group to explore the opportunity to open stores in the Gulf Cooperation Council markets.’
Conclusion
Primark’s dedication to providing affordable trend-centric fashion, beauty and homeware has positioned it uniquely in fast fashion and is driving growth in multiple markets. With its ambitious expansion plans and commitment to sustainability through the Primark Cares initiative, the retailer aims to enhance its global presence and reshape the industry’s approach to ethical fashion.
As Primark continues to innovate with collaborations and enhanced in-store experiences, it is a go-to destination for budget-conscious shoppers seeking high quality products. Embrace the evolution of affordable fashion—visit your nearest Primark store or explore its latest collections online to discover what makes it a transformative player in retail!
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
