Cannes 2

Primark on Mobile for First Time

Kirsty Styles

For the first time in its history, the cheap clothes behemoth Primark, owned by Associated British Foods, has a mobile presence thanks to a trial partnership with low-cost online fashion market ASOS.

Founded in Dublin in 1969, Primark went through a rapid expansion process from the mid-2000s onwards, but always focused on a ‘pile ‘em high, sell ‘em cheap’ model. The company has been incredibly successful so far without needing e or mCommerce - total sales rose by 24 per cent in the six months to 2 March 2013. 

A small selection of men’s and women’s clothing  4 and 24 items respectively – can be bought on the ASOS mobile site and mobile apps. But in a statement, Primark played down its significance.

A spokesperson said: "Primark is undertaking a very limited trial of online sales with ASOS. This trial relates to a small number of fashion items and will give the company some insight into online retailing. The company's priority remains to push ahead with the roll-out of physical stores in high street locations on the continent and in the UK."

The company now has 257 stores - with 15 more added in the last six months alone. It opened its first one outside the UK and Ireland in Madrid in 2006 and now employs some 36,000 people.