Primark leans into homewares after successful trial in Birmingham

The space, which opened in September 2020, has seen a positive response so far according to Primark owner Associated British Foods finance boss John Bason.

”We started Primark Home in Merry Hill with a dedicated space for it - its connected to the main store but it is its own space with a much much wider range of categories,” Bason told Retail Week.

”New categories that we have moved into, for example, are cookware, ceramics, rugs, small furniture pieces. It’s done really well so we’ve got plans to roll out that dedicated selling space with a much wider range to around 40 stores across all regions. 

”I think its a category that other retailers have done well with, and we’ve got the best prices around.”

Homeware is a growing category on high street

Primark isn’t the only retailer to make the move into the homewares division following the boom during the pandemic over the past year - Pretty Little Thing, River Island and Joules have all extended their ranges recently. 

Next, Zara and H&M meanwhile have lauded the success of their home departments.

Looking forward, this is being translated into Primark’s Christmas campaign - which includes a bigger homewares range for “toasting and hosting” throughout the Christmas season, as well as comfortable loungewear and pyjamas for staying in.

”We’ve had a year of comfort at home and homewares is a new category for us,” Bason added.

”It’’s not about people not be going out, but we’re showcasing those fun at-home pieces. 

”It’s demonstrating the potential even in our mature markets for category extension. Primark isn’t standing still - it’s continuing to develop its products, and to be on the mark when embracing customer trends, new categories and sustainability.