Primark's Value Push
Primark Rolls Out Across-Store Price Cuts on Hundreds of Bestselling Items
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In addition to the items highlighted in the summary, Primark has cut the price of a men's knitted polo from £14 to £12 and reduced crew socks to £2.50; kids' ranges also show lower prices with cotton-rich ribbed tops and bottoms from £2 and soft-touch cotton-rich leisure tops/bottoms from £5.
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Primark is opening a new Wimbledon store of about 24,000 square feet on the site of a former Debenhams.
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Reuters highlights additional price cuts, including a women's supersoft boyfriend pyjama set at £13 (down from £17), a women's single-breasted coat at £22 (down from £26), and a men's brushed check overshirt at £20 (down from £25).
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The move is tied to Primark's plan to spin off from Associated British Foods by the end of 2027, and it comes as the group reported a 2.2% fall in like-for-like sales in its third quarter (to June 20), underscoring a challenging consumer environment.
Primark is slashing prices on hundreds of its bestselling items, with cuts of up to 29% hitting stores across all 19 of its markets immediately, according to Business of Fashion. The move covers womenswear, menswear, and kidswear — with cotton-rich jeans now £9, pure-cotton pyjamas from £7, and a women's boyfriend pyjama set dropping from £17 to £13.
The cuts come as Primark faces a tough trading environment. The retailer reported a 2.2% fall in like-for-like sales in its third quarter, ending June 20, Investing.com noted. The price reductions will also carry into the upcoming autumn/winter lines.
What Items Are Getting Cheaper and by How Much
The cuts span a wide range of products. A men's knitted polo drops from £14 to £12. Crew socks fall to £2.50. A women's single-breasted coat goes from £26 to £22, and a men's brushed check overshirt drops from £25 to £20, according to Reuters. Kids' cotton-rich ribbed tops and bottoms now start at £2, while soft-touch leisure sets start at £5.
Primark has also introduced clearer in-store signage so shoppers can spot discounted items easily, Head Topics reported. Chief Customer Officer Matt Houston said value remains "central" to the brand, and that Primark will keep offering low-cost fashion without cutting corners on style or quality.
Primark Fights Back Against Shein and Falling Demand
Primark is facing pressure from two sides: soft consumer spending and fierce competition from online rivals like Shein. The Daily Mail reported that the price cuts are a direct response to subdued demand and the rise of cheap online fashion platforms. Shein's ultra-low prices have pulled budget shoppers away from high street retailers.
The cuts are also part of a broader push to strengthen trading before a major corporate change. Primark plans to spin off from its parent company, Associated British Foods, by the end of 2027, Business of Fashion reported. The separation puts pressure on Primark to stand on its own and show it can grow sales independently.
New Wimbledon Store and Self-Checkout Rollout Add to Push
Primark is not just cutting prices. The retailer is also expanding its physical footprint, with a new store of around 24,000 square feet opening in Wimbledon on the site of a former Debenhams. The chain is also rolling out self-checkouts across its stores to speed up the shopping experience and reduce queues.
Together, the price cuts, store expansion, and tech upgrades signal a retailer trying hard to stay relevant. With like-for-like sales down 2.2% and rivals undercutting it online, Primark is betting that lower prices and a better in-store experience will bring shoppers back, Investing.com reported.
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