Primark makes online debut with Asos partnership

Primark is to begin selling clothes online through a partnership with fashion e-commerce site Asos, as the brand looks to gain "insight" into online retailing.

Primark: fashion store secures deal with Asos
Primark: fashion store secures deal with Asos

The Associated British Foods-owned retailer has so far eschewed online channels in favour of growing its chain of high street outlets. It now operates more than 250 stores across eight countries, but has never sold products online.

The partnership, which Primark insists is "very limited", will sell 20 womenswear products through the Asos website, with items ranging in price from £5 to £22. The trial will reportedly last a few months and eventually extend to menswear products.

A Primark spokesperson said: "Primark is undertaking a very limited trial of online sales with Asos. This trial relates to a small number of fashion items and will give the company some insight into online retailing.

"The company’s priority remains to push ahead with the roll-out of physical stores in high street locations on the continent and in the UK."

An Asos spokesperson said: "As an online fashion destination, Asos delivers an edit of the brands and product that are relevant to its 20-something target market. Primark is part of that mix."

Last month, supermarket Morrisons announced it was also to begin selling online, through a partnership with grocery delivery firm Ocado.

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content