UK department store Selfridges are about to launch two Primark concessions in their stores.
The first concession will appear in their Birmingham store, with a second following in mid-November inside their Manchester store. Both will only carry menswear for the time being, with the former being 1000 sq ft in size.
10% of the stock they carry will be Selfridges-exclusive. The items they will stock are described as "edited versions" of their menswear collection.
This marks the first time Primark will open any form of concession store, signifying a possible shift in the public perception of the company, or so their board must envisage.
Primark, which was founded in Ireland in the Sixties as Penneys, began trading in the 1970's in England. Since then it has been synonymous with cheap prices and disposable trends. However, in the last decade the company has become a huge player on the high street, even winning awards for its value.
Though, it hasn't come without question. Outspoken retail guru and television personality Mary Portas has never been a fan and often remarks about the company, she notably spoke of the company in a 2008 interview with The Independent. "I don't know what's going to happen to Primark, I don't think even the consumers know" she stated.
"They're a funny bunch – if you ask them what they want, they invariably don't have a clue. I do point my finger at the fashion press for helping Primark become as big as it is. All that [puts on a snivelling voice] 'Primark is the new Prada' and 'Primarni' stuff is not funny."
Retail expert Mary Portas
"What's interesting about Primark is how many middle-class people are in there, buying for their kids. I've walked through Selfridges on a busy Saturday and all you see is those brown Primark bags going up and down the escalators", she said, proclaiming the company's power and almost pre-empting their partnership with aforementioned Selfridges.
FashionUnited further reports on the concessions, 'the price architecture will be the same as Primark’s core offer with products starting at £2.50 for a T-shirt, and suits on sale for £40. The product will sit in an area designed specifically for Selfridges and a source said it would be very much in keeping with its surroundings while remaining true to the Primark brand'.
There is no doubt that the public have embraced the chain, with Primark expanding further into Europe (Belgium, Germany, Spain, Portugal and The Netherlands). Further details regarding concessions have not been revealed, but it's believed that growth of the partnership has not been ruled out.
