Fashion retailer Primark has launched its first “customer-facing” mobile app, enabling customers to browse products and check stock availability in stores.
The new app is now accessible for download in Ireland and Italy, marking a new phase in the retailer's digital initiatives.
This development follows the enhancement of Primark's websites across its 17 markets over the past three years, as part of the company's efforts to strengthen its digital footprint while supporting its physical retail operations.
Primark chief customer and digital officer Matt Houston said: “This launch is an important step in our ongoing digital investment as we harness the power of digital to complement our stores and offer our customers a more seamless browsing and shopping experience.
“We know our customers increasingly start their shopping journey online, whether that’s checking what’s new or planning a visit, and the app gives them the tools to do that in a more intuitive, personalised way.”
The app is designed to facilitate customer engagement by providing features such as real-time stock information, the ability to save favourite items, and a store locator.
Additionally, users can choose to receive personalised notifications regarding new product arrivals and collection launches.
The decision to launch in Ireland, where Primark has a “well-established” customer base, alongside Italy, which is seen as a developing market for the brand, will allow the company to observe how customers interact with the app in varying retail contexts.
Feedback from these markets will inform future enhancements to the app, with plans for additional launches, including in the UK, anticipated within the next 18 months, stated the retailer.
“By launching in two very different markets, we’re able to test at scale, refine the experience, and build a roadmap that’s shaped by real customer behaviour. That insight will be critical as we evolve the app and prepare to bring it to customers in other markets,” Houston added.
Primark recently completed the launch of its Click & Collect service across all stores in Great Britain, aimed at increasing customer access to its product range.
In July 2025, Primark appointed Matt Houston as its new chief customer and digital officer to bolster brand experience.
