Primark has launched its 'Iconic Value' initiative across all 190+ stores in the UK, including 21 in Scotland, lowering prices on hundreds of fashion must-haves. The new prices took effect on July 20 across the retailer's entire portfolio of around 480 stores in 19 markets.
Price Reductions Across Categories
Examples of price cuts include a women's supersoft boyfriend pyjama set reduced from £17 to £13, and a women’s single breasted coat down from £26 to £22. Cotton-rich jeans now start from £9. New autumn and winter essentials have also been reduced: a women's cocoon-yarn jumper is £16, and plush velvet leggings are £6. Men's cotton-rich sweatshirts and joggers are £10 each, with hoodies from £9. Kids' clothing highlights include cotton-rich ribbed tops and bottoms from £2, and soft touch cotton-rich leisure tops and bottoms from £5 each.
Quality Improvements and In-Store Signage
Primark has invested in improvements across its ranges, including new season styles, innovative fabrics, and better fit and durability. Clear in-store signage with 'Iconic Value' branding and streamlined ranges help customers easily spot the new prices.
Consumer Sentiment
A poll of 2,000 consumers by 3Gem on behalf of Primark found that 46% of Brits prioritise value for money when shopping for family clothes, and six in 10 say good value is the most important factor. Matt Houston, Chief Customer Officer at Primark, said: "Value matters to customers today more than ever and for more than fifty years customers have trusted us as the destination on the high street for great value fashion at prices you can’t find anywhere else." 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."
Broader Company Context
The rollout comes as Primark prepares to split from its parent company Associated British Foods (ABF) by the end of 2027, in one of the largest ever FTSE 100 demergers. Primark began as Penney's in Dublin in 1969 and now operates more than 480 stores across 19 countries.
Full List of Example Price Cuts
- Women's Supersoft Boyfriend Pyjama Set - £13 (down from £17)
- Women’s Pure-Cotton Pyjamas - £7
- Women's Cocoon Yarn Jumper - £16 (down from £17)
- Women’s 5pk Everyday Quarter Crew Sock - £2.50 (down from £3.50)
- Women's Short Sleeve Cotton Crew Tee - £3
- Women's Cotton Rich Button Down Tee - £6
- Women’s Max Warm Velvet Plush Leggings - £6 (down from £7)
- Women’s Perfectly Soft Relaxed Wide Leg Joggers - £12
- Women’s Single Breasted Coat - £22 (down from £26)
- Women’s Dreamy Fine Gauge Jumper - £8
- Women’s Cotton-Rich Jeans - £9
- Men’s Baggy Denim Jeans - £14 (down from £16)
- Men’s Cotton Rich Oversized Sweatshirt - £10 (down from £12)
- Men’s Cotton Rich Oversized Joggers - £10 (down from £12)
- Men’s Cotton Rich Rugby Leisure Top - £14
- Men’s Oversized Crombie Coat - £30 (down from £35)
- Men’s Knitted Polo - £12 (down from £14)
- Men’s Brushed Check Overshirt - £20 (down from £25)
- Men’s Cotton Blend Regular Fit Hoodie - £9
- Kids’ Soft Touch Pyjama Set 1-15 Years - £8
- Kids’ Comfy Cotton Rich Leisure Tops and Bottoms 1-9 Years - £3.50 each
- Kids’ Soft Touch Cotton Rich Leisure Tops and Bottoms 1-9 Years - £3.50 each
- Kids’ Soft Touch Cotton Rich Leisure Tops and Bottoms 7-15 Years - £6 each
- Kids’ Cotton Rich Ribbed Tops and Bottoms 1-9 Years - £2 each
- Kids’ Pure Cotton Relaxed Fit Graphic Tee 1-9 Years - £2 each
- Kids’ Cotton Rich Ringer Tee 7-15 Years - £2.50 each
