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Primark revamps website but continues to shun ecommerce

Primark has relaunched its website with enhanced editorial features and improved navigation.

Primark's revamped website

Primark’s revamped website

The site has been updated with a content-led approach and fresh design, although it still remains non-transactional.

It features the latest products available in stores and the retailer’s Primania campaign, an outfit-sharing platform which encourages customers to post images of themselves in Primark’s clothes, footwear and accessories.

John Bason, finance director of Primark’s parent company Associated British Foods, previously told Drapers the relaunched website would be “an evolution rather than a revolution”.

At the announcement of the value retailer’s results, which saw sales increase by 15% to £2.5bn for the 24 weeks to February 28, he said: “We relaunched our website around 18 months ago and it has been a tremendous success, much down to the response from users to our Primania campaign. We will be building on that going forward and looking to take it on.”


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