Primark names ex-Calvin Klein exec as new design director

Birch will lead the high street giant’s womenswear design teams across fashion, footwear, and accessories.

He will shape the creative direction for all womenswear collections and products, supporting the design teams’ strategies from concept to creation.

Birch brings over 20 years’ experience in fashion to the role, holding various roles at Calvin Klein, Tommy Hilfiger, and Abercrombie and Fitch. 

His appointment comes as Primark has been investing in its womenswear offer, including the new launch of its Prince collaboration and new collection aimed at younger shoppers.

The retailer’s trading director of womenswear, Mary Lucas, said: “We’re delighted to welcome Kieron to Primark. We believe our womenswear offering proves shoppers can get great quality style across both trends and timeless pieces at Primark prices, which look and feel great. 

“Kieron’s experience and passion for consumer trends and style will make him an invaluable addition to our team as we continue to strengthen our overall womenswear offering across the full design spectrum, including fit, material, and how it performs when our customers wear and wash it”. 

Birch added: “I’m excited to join Primark at such a pivotal time for womenswear and the Primark business. I really believe in Primark’s value-led approach, and that people shouldn’t have to pay more to look and feel good. 

“I see a great opportunity in combining value with style, to deliver everyday basics and trend-led fashion at a price people want. 

“I’m looking forward to joining the team and building on the strong foundations of affordable fashion that Primark is known and loved for, to help drive the next phase of growth for the business.”