About Us
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About Us
Our Businesses
Investors
Responsibility
Media
Primark was founded with the aim of making great quality clothing affordable to everyone. We have stayed true to that core principle as we have extended our offer beyond clothing into new product areas over the years, including beauty, accessories and homeware.
We first launched Primark Home and Lifestyle more than 15 years ago, but this was in the form of a small range of key products, including bedding, cushions and throws. Recent years have seen customers take increasing pride in their homes, a trend which started before the pandemic but which was cemented when they were confined to their homes during COVID-19. This saw them seek easy and affordable ways to spruce up their domestic environment, leading to a surge in demand for good-quality, affordable homeware.
As a result, we saw an opportunity to expand our existing offering to give customers a much greater choice of quality Home and Lifestyle products, while remaining true to the great value prices Primark is known for. This included licensed kitchen electricals, rugs, wall art and small furniture items such as rattan chairs and tables. In September last year, we launched our new expanded range in dedicated Home and Lifestyle spaces in 40 stores across the UK, Ireland and Europe. In increasing the space used to showcase our expanded range we were able to create ‘shop in shop’ Home destinations within our stores and offer more than double the number of options to customers.
Our ranges have proved very popular with customers including our tabletop ceramics, as customers turn to entertaining more at home, and an expanded bedding range made from cotton grown by farmers in our Primark Sustainable Cotton Programme.
We are delighted with the performance of our Home department which delivered incremental sales to those stores with the enhanced offering, with no impact to other categories. Today, more than half of customers that shop in our stores with the expanded Home range buy products from both our Home and our clothing departments, showing that they value being able to shop for both in one go.
We have used our social media accounts, both the main Primark page and our dedicated Home pages, to showcase our products, particularly around new product launches, which has led to an increase in followers of our Home Instagram channel of some 14%.
Building on this success we are looking at how we can evolve our offering and give our customers more Home and Lifestyle products, and this autumn/winter season we are taking our expanded range to even more stores.
Note: This page makes reference to the Primark Sustainable Cotton Programme (PSCP). Since 1 October 2024, the PSCP has been renamed the Primark Cotton Project.