Primark slashes prices on hundreds of items to counter Shein and Temu competition

Primark plc announced a major price reduction across its range, cutting up to 29% on hundreds of women’s, men’s and children’s styles. The cuts are part of a new "Iconic Value" campaign that spans 19 markets and includes permanent reductions on about 26% of the autumn‑winter collection, with an average discount of 11%. More than half of its knitwear will now cost less than £12, many socks are cheaper, a popular women’s coat has been lowered to £22 and a third of new children’s lines are priced below last year’s equivalents.

The retailer said the move is aimed at defending its low‑price reputation against ultra‑cheap online rivals Shein and Temu, which have rapidly grown their UK audiences. CEO Eoin Tonge emphasized that "value has never mattered more" and that Primark intends to remain the cheapest everyday option. In addition to price cuts, Primark is expanding its digital offering with a click‑and‑collect service in Great Britain, marking a shift for the traditionally store‑first brand.

Industry analysts view the discounts as a defensive reset rather than a short‑term promotion, reflecting the pressure fast‑fashion retailers face as online platforms can undercut prices and reach shoppers instantly.