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About Us
Our Businesses
Investors
Responsibility
Media
Licensed products such as our Disney, Netflix and Warner Brothers ranges have become a familiar sight in Primark stores in recent years. Since 2013 our licensed offering has grown strongly to encompass areas such as music, film and TV, gaming and toys. We are proud of our work to make Primark the go-to destination for licensed products across an ever-increasing range of categories in clothing, lifestyle and in-store experiences like cafés.
For our customers, these exclusive collections and collaborations are a much-loved part of the Primark offer. However, our partnerships with popular global brands, from PlayStation to the NBA, are also increasingly important to us from a strategic perspective. Licensed ranges are an effective way to drive online engagement, create enticing physical environments in our stores and help Primark’s growth in new markets such as the US.
Sports brands have been just one example of this over the last year. Our collection of NBA products – produced in partnership with the world’s leading professional basketball league – has been hugely popular since its launch in May 2021, particularly in the US. The range is street fashion-led across jersey t-shirts, leisure and accessories, offering products that connect with our US customers whatever their team, whether it’s the Chicago Bulls, the LA Lakers or the Brooklyn Nets.
This autumn/winter we are building on the success of the NBA range with our American football collection with the NFL. We are also delighted to have launched partnerships with a string of classic sportswear brands including Penn and Lotto.
In addition, we have announced a series of new lifestyle collaborations which include partnerships with Pineapple Dance Studios and The Stronghold, the heritage LA denim brand. Primark is an attractive partner for potential licensors in a diverse array of sectors and we will continue to create new collaborations with the widest possible range of brands to offer our customers exclusive products.
This October we launched a branded menswear sports zone in a selection of our stores as part of our strategy of using licensing partnerships to enhance our experience-led shopping environment. The Primark store experience is a key part of our business strategy and we have been working hard to ensure we are at the forefront of experience-led retail with dedicated areas in our flagship stores, including Disney and Friends zones, which have experiences like the Friends Central Perk Café. The new sports zone is the latest step on this journey.
Social media posts featuring licensed product generate some of the highest engagement on Primark’s social channels and drive significant traffic to our website. Between August 2020 and August 2021 we reached 278 million people on Instagram with our licensed product campaigns, with our best performing post – featuring Lilo & Stitch products – reaching over 2.5 million people and receiving 122,000 likes. In total, our licensed products posts on Instagram drove over 1 million clicks through to the Primark website during this 12-month period.