Value fashion giant Primark has taken its first step into online retail by launching on etailer Asos’s site.
Earlier this year Primark supply chain boss Martin White said that the retailer wanted to launch online but that it would not be able to trade profitably because its low prices posed profitability challenges online because of associated costs such as fulfilment.
A Primark spokesperson said: “Primark is undertaking a very limited trial of online sales with Asos. This trial relates to a small number of fashion items and will give the company some insight into online retailing.
“The company’s priority remains to push ahead with the roll-out of physical stores in high street locations on the continent and in the UK.”
An Asos spokesman said: “As an online fashion destination, Asos delivers an edit of the brands and product that are relevant to our 20-something target market. Primark is part of that mix. As such, a small collection or Primark’s most fashion-led pieces are available from Asos as of today.”
The Asos website said: “We can’t imagine a British high street without Primark, and now the retail phenomenon joins Asos as part of our round up of high street brands.
“With their unique take on fast fashion and trends, Primark fans can get their hands on their award-winning affordable fashion, from denim jackets, jeans and shirts to printed t-shirts, skater dresses and skirts.”