Primark launches major price cuts in 19 markets

Primark announced a new "Iconic Value" pricing campaign, lowering the cost of hundreds of women’s, men’s and children’s clothing items across the retailer’s 19 markets. The price reductions, which take effect with the autumn‑winter collection from July 20, include items such as jeans priced at £9, pyjama sets reduced from £17 to £13, and children’s tops available from £2.

The initiative is aimed at meeting tighter household budgets while the company pledges continued investment in product quality, fit and durability. In‑store signage has been updated to highlight the value‑focused range, and a marketing push across stores, radio, social media and digital channels will promote the campaign. Matt Houston, Primark’s Chief Customer Officer, said the retailer wants customers to “trust Primark for the very best prices but without compromising on style or on quality.”