Analysis: Primark confronts sustainability concerns that hit German sales

Primark Dresden Germany

In its 50th year of trading and following a strong set of full-year results, Primark has won more clothing market share even with bumps in the road – particularly in Germany.

Despite ongoing political uncertainty in the UK, Primark built clothing, footwear and accessories market share – it now stands at 17% – as sales advanced 2.5%, driven by space expansion.

This year, Primark opened its biggest branch, in Birmingham, that showcases its full product range alongside experiential elements including a nail salon, restaurants and cafés and a barber.

In the US, the value fashion retailer now has nine stores and recorded “strong” growth during the financial year – with plans in the pipeline to open in some of the most sought-after retail spaces in America.

However, despite all its overseas success, like-for-like sales at the Eurozone arm of the business fell 2.9%, which it attributed to “weak performance in Germany”.

So, why is Germany lagging?

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