Primark has announced a major price cut across hundreds of its best-selling items in an effort to reclaim customers lost to online rivals such as Shein and Temu. The retailer is reducing prices by up to 29% on a range of womenswear, menswear and children's clothing.
Value 'has never mattered more'
In a blog post, Primark chief executive Eoin Tonge admitted that "value has never mattered more" as shoppers face "different brands, new marketplaces, endless promotions" and claims about quality and style. He said: "The simplest question has become much harder to answer: what does value really look like, and where can you find it?"
Tonge described Primark as "the original value disruptor" and vowed to "redisrupt expectations of value", adding: "Today we're announcing that we have lowered prices on hundreds of Primark favourites." He also promised customers they "do not want to compromise" and "don't believe they should have to", saying the retailer wants shoppers to know "Primark prices will always be the best prices, every day."
Price cuts across key categories
Among the reductions, more than half of Primark's autumn and winter knitwear will cost less than £12, while more than 40% of its socks will be cheaper. A bestselling women's coat has been reduced to £22, and a third of new children's clothing lines will be cheaper than comparable products last year.
Primark's chief customer officer, Matt Houston, said: "Value matters to customers today more than ever." He added: "We want to continue to lead the way in shaping what affordable fashion looks like and give our customers the confidence that they can always trust Primark for the very best prices but without compromising on style or on quality."
Response to Chinese online rivals
The move is seen as a direct response to the rapid growth of Chinese bargain sites like Temu and Shein. Temu has more than doubled its UK audience in two years, while Shein has added around 4.4 million visitors since 2023. Retail analyst Natalie Berg told the BBC: "When Shein is selling dresses for £3, you've got to respond, right?"
