Primark has been a Mens concession in Selfridges, Birmingham since 2011. Recently, they have introduced a Womens section to the store. The collection includes an exclusive selection of the clothing that you can find in a standard high-street Primark. The range is still priced at the brand's signature great-value prices, offering customers a wide range of price points and bringing a bigger target consumer through the doors.
Womenswear Primark first unveiled their concession in the Manchester Trafford Centre Selfridges store. The concept shows that cheaper shopping can be sold in more up-market surroundings. I think it's a great idea, and shows that key pieces can be sold right next to branded names. It's such a nicer way to shop, you won't find the vast selection of a big Primark store, but they have picked the best of the bunch - so no need to raid through the rails to find the fashion pieces! What do you think of Selfridges move?