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Robbie Williams' brand relaunches in Primark

Farrell, the menswear brand founded by pop star Robbie Williams, will launch its latest collection exclusively in Primark stores this Thursday (November 20).

It is the brand’s first move since it was rescued by Dragons’ Den star Peter Jones after it collapsed into administration in October 2013 after just two years of trading. At the time, the website was closed and all 10 staff were made redundant.

Retail prices for the 30-piece Primark collection range from £12 for a shirt to £18 for jeans and £35 for a trench coat. The Farrell website is back up and running but is no longer transactional, pointing the user instead to a list of Primark stores in which the collection is available.

Ben Smith, director of menswear at Primark, said of the collaboration: “We’ve absolutely loved working with the Farrell brand. The product looks superb, it has fastidious detail and amazing value and it has remained true to its origin. Not only have we ensured the product is amazing, but the whole concept from quality through to design and store environment have all played a massive part in ensuring we deliver a first class exclusive range to the Primark customer.”

Former Take That singer Williams founded the brand in 2011 and is its chief executive. He said: “’I’m delighted Farrell has been invited into Primark. What a great collaboration - let’s have it!”

The brand’s initial collection, which was stocked in retailers including House of Fraser and Selfridges, comprised items such as a Crombie three quarter-length coat, shawl-collar dinner jacket in herringbone and tailored trousers. Retail prices ranged from £35 for a lightweight T-shirt to £350 for a Crombie.  

Farrell will be stocked in selected Primark stores nationwide including London, Liverpool and Bristol, as well as international stores including Berlin, Lisbon and Madrid. All 15 stores carrying the Farrell collection will have a bespoke shopfit and seven will have a dedicated window display. Primark plans to promote the collaboration on its website and through its social media channels.

Primark said: “Farrell’s brand identity appealed to Primark. The back story felt particularly relevant; Jack Farrell [Robbie Williams’ grandfather] was a working-class lad with strong values and an eye for detail, something we know resonates with our customer. We saw this as an opportunity to strengthen our message of fashion and quality at amazing prices.”

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