Primarni becomes Primasos as it launches online

Yes, fashion fans - cut-price fashion retailer Primark has just gone online, with a tie-up with Asos.

by Emma Haslett
Last Updated: 09 Sep 2013

It’s a brave brand that ignores the relentless march of online retail, but so far bargain fashion retailer Primark has done just that.

Not any more: yesterday the retail chain, best known for its catwalk styles at throwaway prices, has finally made its entry into the brave world of online retail after it struck up a partnership with Asos.

The brand, known to its legions of fans as Primarni, has avoided going digital because, analysts reckon, given the tiny margins it makes on its clothing, offering online returns wouldn’t have been cost-effective (although at £3 a pop for a t-shirt, most unwanted items end up in the bin rather than on the returns rail).

With its new partnership, though, Primark can make use Asos’ returns and delivery options – which cuts out the cost of doing it itself. At least this suggests it's keeping costs low on areas other than manufacturing after the tragedy in April at a Bangladesh factory which supplied Primark, among others.

At the moment, though, the range is restricted to a couple of print maxidresses, a few tops and a pair of stripey dungarees, which will appear on the site for a limited period of time. Jason Boson, finance director of Associated British Foods, Primark’s parent company, admits that it is a ‘toe in the water’ – but adds that Primark will ‘see how it goes’.

That hasn’t quashed shoppers’ enthusiasm, mind. Yesterday, Look magazine published a blog post gushing ‘OMG! Primark has launched on Asos!... This is seriously big news’. Well, if you say so…

 

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