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Primark pops up with onesie shop

Primark will this weekend open a pop-up store selling just onsies in the White Rose centre in Leeds.

The value retailer’s store will open in the central atrium of the shopping centre on Saturday and will draw customers in with a competition to “design your own sleepsuit”.

Onesies were one of last year Christmas’ fashion top-sellers with Primark leading the charge. Rival New Look said the all in one jumpsuit accounted for £19m of sales last Christmas against a £2m forecast. It brought in a summer version to help propel sales throughout the year.

Grocer Asda sold nearly 900,000 onesies in the run-up to Christmas 2012 and said that 42% of its customers gave one as a festive gift.  

The onesie is set to retain its must-have status this festive period as Primark look to steal an early march on the action. The pop-up will complement its existing store in the Yorkshire shopping centre which it plans to expand.

Both Debenhams and Littlewoods owner Shop Direct predict the products will be among its best sellers and Marks & Spencer is eyeing a piece of the action by launching its £199 cashmere version.

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