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About Us
Our Businesses
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Careers
At Primark, we are continually working to expand what we offer in store, pushing into new areas and innovating to keep pace with our customers’ everchanging needs.
In the last year alone, our teams across Primark, including specialists in design, buying and merchandising, have collaborated closely to develop two exciting new ranges: Primark’s Baby Collection and Primark Parenthood.
These clothing and lifestyle products for new and expectant parents have been flying off the shelves in their first season. While we have long been known for our babywear, with the new collections we now aim to offer a full range of products, including lifestyle, nursery items, gifts and even clothing for parents.
Primark’s Baby Collection is the first zone that we have dedicated to all things baby-related. Today, it is a one-stop shop that brings together five different product categories for the first time, all at the same location in store. Launched in April 2021 and now available in 162 stores, the collection takes our customers on the entire new parenthood journey, from the excitement of packing a hospital bag to the moment their child takes their first precious steps.
Highlights include our unisex range of co-ordinated baby clothing, nursery items and gifts featuring farmyard animal prints and organic fruit. Our novelty lamb rocker was a star performer and, at £28, is an example of how we are extending the price range of Primark collections while ensuring we maintain the great value for which we are so well known.
We are also proud of our range of wooden nursery toys made from FSC (Forest Stewardship Council) wood, which is a more environmentally friendly alternative to plastic. Customers have snapped up our licensed ‘Jungle Book’ collection of new-born and toddler clothing, Primark’s first ever extensive range of licensed lifestyle products for the nursery. Featuring watercolour artwork that Disney has redrawn exclusively for us, products such as our Baloo Play Mat (made from recycled materials and priced at £30) are proving exceptionally popular.
Our new Parenthood Collection was inspired by customers’ conversations with our own colleagues in-store about their desire for affordable, stylish and comfortable fashion for expectant and new parents. The 44-piece range, designed with functionality, fit and quality front of mind, launched in January. More than half the range falls under the Primark Cares label and it is already a huge hit with our customers.
Parenthood features wardrobe essentials such as mom jeans, as well as trend products including denim dungarees and knitted dresses. Our designers have placed an emphasis on comfortable fabrics, and have ensured that tops, dresses and nightwear are all easily adjustable for nursing.
We have worked hard to make the range as functional as possible for new parents. Details like the zipper feature on the two-pack sleepsuit make these really easy to get on and off. Adding popper details on the rompers make changing time that much easier for parents. Our new-born starter set is a great giftable item that also has room-to-grow features like its turned waistband.
The collection is currently available in 82 stores across Europe. We are now excited about the upcoming launch of new products under the Parenthood banner, including cosmetics, sleep spray and essential body oils, all staying true to the Primark strategy of affordable prices.