Primark, the popular budget fashion and homeware retailer, has reiterated its decision to not trade online despite facing significant sales losses during the lockdown. The company firmly believes that sticking with physical stores is the best strategy for its brand, despite the potential for massive monthly sales online.

John Bason, the finance chief of Primark’s parent company Associated British Foods, stated that while online retail has its merits, Primark is solely focused on what will benefit the brand. He highlighted that trading online comes with higher costs, which goes against Primark’s value-focused approach.

Despite the initial surge of customers when Primark stores reopened, the company has consistently experienced strong trading in its physical shops. This success has solidified the company’s decision to prioritize its brick-and-mortar presence.

There have been occasional rumors suggesting that Primark may consider an online model with a focus on click and collect. However, the company has consistently rejected this idea. The challenges of managing fast turnover and maintaining low prices, coupled with the added costs of home delivery, make online operations less attractive for Primark.

Although other retailers with similar business models have successfully transitioned to online platforms, Primark remains unwavering in its commitment to physical stores. There are no indications that the company will change its approach anytime soon.

Useful links:
1. Primark Official Website
2. Article: Primark loses £650 million due to COVID-19 store closures