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IMAGE GALLERY Primark unveils Little Mix range at new Oxford Street store

Primark is launching a kidswear range in collaboration with popstars Little Mix and a Limited collection menswear range as it opens its new store on London’s Oxford Street tomorrow.

The new store, at the Tottenham Court Road end of the street, is 82,400sqft making it the fifth largest in the UK estate and seventh globally. It will receive between eight and 10 deliveries a day to keep its shelves stocked.

It is also one of 12 new Primark stores due to open globally before Christmas.

Spread over four floors, the product mix includes the full womenswear ranges, including the Limited collection which retails slightly above the usual price point at £18 for a printed dress or £27 for a fake fur collared biker style jacket.

The Little Mix range – which includes t-shirts with the band’s photographs on – is aimed at 9 to 12-year-olds and will sit within the usual Primark pricing range. It is the first time the value chain has collaborated with a celebrity on a clothing range.   

Primark chief executive Paul Marchant told Drapers he expected the new store to set the benchmark for footfall in the area.

“People call it the quiet end of Oxford Street but they said that about the Marble Arch end before we arrived,” he said. “We talk a lot internally about how our stores can stand out on the high street. With the lights and LED screens, everyone is going to notice us, especially after dark.”

Marchant added that persistent rumours that the chain is to launch a transactional website remain wide of the mark.

“At this stage we have no plans to launch a transactional website. There are some obvious challenges around the concept - one being our low selling price.”

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