International clothing retailer Primark is preparing to broaden its click-and-collect trial, potentially reaching beyond the UK, Reuters has reported.

The service, currently available in 57 stores for children’s and women’s clothing, has been received positively and aligns with the company’s physical store strategy. 

The trial’s success was highlighted by CEO Paul Marchant at the LIVE Retail Week x The Grocer conference 2024 at London’s Park Plaza, where he noted the service’s effectiveness in driving additional in-store purchases.  

Marchant stated: “It plays into our bricks-and-mortar strategy because it is driving more customers to the stores. They are filling a big basket online to collect, [then] when they come into store they are adding a second basket. 

“I’d like to think that the next stage of communication around click-and-collect is that we are looking to expand that trial into more stores, maybe even more markets.” 

Marchant emphasised that home delivery remains economically unviable for Primark due to its low average selling price, and fulfilment costs.  

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The retailer, part of Associated British Foods, operates a network of more than 400 stores across 16 countries in Europe and the US. 

It aims to increase its store portfolio to 530 by the end of 2026. 

Paul Marchant envisions Primark’s global reach extending to additional continents and states. “Why wouldn’t Primark be a proposition that would appeal to consumers in… South East Asia, or the Middle East, or India, South America, Central America?” he said. 

In February 2024, the retailer expanded its presence in the US with the opening of a distribution centre in north Jacksonville, Florida.