Making the customers' world a better place

‘Primark’s brand new Wellness collection is here and we want everything’. This one magazine headline sums up the enthusiastic response of customers and the wider media to the stunning new range.

All products in the landmark Primark Wellness collection are made from organic cotton, recyclable fibres or other sustainable materials, or encourage shoppers to put their personal wellbeing first through comfort, rest and reflection.

The 80-piece range is part of the Primark Cares initiative, the business’s commitment to being a responsible retailer and to offering more products that use more environmentallyfriendly materials. Its launch reflects growing consumer demand for more sustainable products and a rising interest in personal wellbeing activity, from mindfulness to pampering.

Amazing Primark prices

The Wellness collection marks the first time that Primark has combined womenswear, menswear, homeware and skincare under one range.

Constituent pieces range from 100% sustainable cotton robes and aromatic candles, to printed performance crop tops and matching leggings made from recycled materials. Most items were created specifically for the collection and, as ever, are for sale at amazing Primark prices starting from £2.

Primark Wellness was launched internationally at the end of February across more than 200 Primark stores. The full collection was displayed in a dedicated purpose-built ‘Primark Wellness’ hub in 43 of our stores across the UK, Europe and the US. Reflecting the collection’s guiding principles, the hubs use Forest Stewardship Council-certified wooden fixtures, recyclable display panels and cardboard hangers.

Pop-up preview

London shoppers got an exclusive preview of the collection when it debuted two weeks before the official launch, in Primark’s first-ever pop-up store. The 1,500 sq ft store was located at BOXPARK, in east London’s fashionable Shoreditch, where pop-up shopping and dining units are made entirely from refitted shipping containers.

Customer demand for Primark Wellness products has been extremely high, particularly in the UK and Germany. At BOXPARK itself, Primark extended the pop-up opening period from two to five weeks to meet the strong interest.

Primark is now considering extending the collection by introducing more products from different categories.

What makes Primark Wellness products special?

They:

• are made using more sustainable materials, whether it’s cotton from Primark’s Sustainable Cotton Programme (where farmers learn about more sustainable farming methods that use less water and chemicals) or wood and paper from sustainable wood sources; or
• use organic cotton, which has been produced without chemical pesticides or fertilisers, to reduce its environmental impact; or
• incorporate recycled materials, to give new life to used materials that would otherwise be thrown away, such as recycled polyester, which comes from plastic waste such as bottles and other single-use containers; or
• support customers’ personal wellbeing, by encouraging comfort, rest, relaxation and reflection.