Primark is preparing to introduce home delivery for customers in Great Britain for the first time. The fashion retailer has traditionally relied heavily on physical stores, but changing shopping habits are now pushing the company towards a larger online operation.
The company has acquired a fulfilment facility in Sheffield to support the new delivery service. The initial rollout will cover Great Britain but exclude Northern Ireland.
Primark has previously concentrated on keeping prices low by encouraging shoppers to visit its stores. The success of its click-and-collect service has nevertheless shown the company that customers are increasingly comfortable using digital channels.
The move comes after Primark reported weaker sales in its latest quarter. Parent company Associated British Foods has acknowledged challenging market conditions, particularly across continental Europe.
The introduction of home delivery represents an important change for one of Britain’s best-known high-street fashion retailers. Customers who prefer ordering from home will soon have another way to access Primark products.
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