Primark has announced a sweeping reduction in prices across hundreds of bestselling products in womenswear, menswear, and kidswear, with discounts reaching up to 29%. The move, effective from this week, is designed to attract cost-conscious shoppers and improve trading performance ahead of the company's planned demerger from parent Associated British Foods (ABF) by 2027.
Price cuts across popular categories
The discount fashion retailer, which operates its world's largest store in Birmingham, has slashed prices on key items. Examples include a women's supersoft boyfriend pyjama set now priced at £13, down from £17; a women's single breasted coat reduced from £26 to £22; and a men's brushed check overshirt now £20, previously £25. These reductions represent savings of between 15% and 24% on selected lines.
Customer value in challenging times
Matt Houston, chief customer officer at Primark, emphasised the brand's commitment to affordability. “Value matters to customers today more than ever and for more than fifty years customers have trusted us as the destination on the high street for great value fashion at prices you can’t find anywhere else,” he said. “We want to continue to lead the way in shaping what affordable fashion looks like and give our customers the confidence that they can always trust Primark for the very best prices but without compromising on style or on quality.”
Sales performance and market challenges
The price cuts come after Primark reported a 2.2% decline in like-for-like sales in its third quarter ending June 20. The company described “a challenging consumer environment” and noted that an encouraging start to spring/summer trading in March gave way to softer sales in April, which it attributed to the Middle East conflict's impact on consumer confidence. Primark is increasing investment in initiatives to drive like-for-like sales growth amid these headwinds.
Demerger plans and future outlook
AB Foods confirmed in April that it would spin off Primark from its food businesses before the end of 2027. The demerger is intended to unlock value and allow each business to focus on its respective strategies. George Weston, chief executive of ABF, commented: “We are managing the impacts of the Middle East conflict. Given what we know today, we expect the cost consequences in 2026 to be manageable. However, there is a risk to Primark sales if the conflict persists and consumer spending deteriorates. Our strong balance sheet underpins the group’s resilience.”
Implications for shoppers and the retail sector
Primark's decision to lower prices on hundreds of products is likely to intensify competition among budget fashion retailers. With its Birmingham flagship store serving as a major draw for both local shoppers and tourists, the chain continues to position itself as a leader in affordable fashion. The price reductions are expected to boost footfall and sales volumes, particularly as households face ongoing cost-of-living pressures. Analysts will be watching closely to see if the strategy helps reverse the recent sales dip and supports the brand's standalone future.
