Primark has announced plans to launch a brand-new website enabling shoppers to browse its full range of goods and check stock levels in store.
The fast-fashion giant announced the plans during a wider trading update last week, in which it celebrated breaking several sales records following the easing of lockdown restrictions.
Despite clear demand from many customers Primark says the new website, due to launch in 2022, will not allow them to purchase items online.
“We will introduce a new customer-facing Primark website early in the next calendar year,” Primark’s owner Associated British Foods (ABF) said in a statement.
“The improved functionality of the website will allow us to showcase a much larger proportion of the Primark range and provide to customers range availability by store.
“We are also strengthening our digital marketing capability to enable us to deliver more personalised content to customers.”
Primark is the last remaining major high street fashion retail to staunchly stand by its in store-only strategy, despite profits plunging 90 per cent over lockdown.
The discounter has since recovered from the hundreds of billions worth of losses it made as its stores remained shut during lockdown, seeing sales in the 16 weeks to June 19 hit £1.6 billion, “reflecting an increase in both confidence and willingness to spend by our customers”.
However, AB Foods said volatility remained high and performance varied by region depending on the varying levels of Covid-19 restrictions still in place.
The firm said data for the total UK clothing market, which includes online sales, for the seven-week period after reopening showed Primark had made both volume and value share gains on a two-year basis.