Primark Strategy

Topics: Primark, United Kingdom, Weston family Pages: 2 (465 words) Published: May 3, 2010

Primark is a clothing retailer, operating in Ireland, the United Kingdom, the Netherlands, Germany, Spain, Portugal and Belgium. It operates a total of 196 stores with 38 in Ireland, 138 in the UK, 14 in Spain, 2 in Germany, 1 in the Netherlands, 2 in Portugal and 1 in Belgium. Whilst the company's main headquarters are based in Ireland where it trades as Penneys, the chain is a subsidiary of Associated British Foods plc (ABF), and is ultimately controlled by the Weston family through Wittington Investments. The company positions itself as marketing fashionable clothing at competitive prices. In England the name is generally pronounced /ˈpraɪmɑrk/ PRY-mark. However, in Wales, Northern Ireland, Ireland, and Scotland it is usually pronounced /ˈpriːmɑrk/ PREE-mark. While the pronunciation on the Primark corporate video is PRY-mark the company had an intensive annual advertising campaign each Christmas during the 1980s in which the store was referred to on several occasions (throughout the song/jingle) as PREE-mark, although in the Republic of Ireland this lyric was dubbed over as 'Penneys'.’ Liverpool's five story 84,000 sq ft Primark was the world's largest, but has now been superseded by the Primark in Bristol at 82-92 The Horsefair Bristol with 100,000 sq ft. Primark is a fast-growing, major, value clothing retail group employing 27,800 people. Primark's own brands

All of the company's merchandise is made specifically for the company and as such Primark has its own brand names: •Ryan's value Socks
Atmosphere — womenswear/footwear
Butler & Webb — Premium formal menswear
Cedarwood State — casual menswear
Denim Co. — womenswear, casual men's and childrenswear •Early Days — babywear
Girl 2 Girl — young girlswear
Opia - accessories
Rebel Senior — older boyswear
Rebel Junior — younger boyswear
Young Dimension (YD) — older girlswear
Primark Beauty - Cosmetics
Primark Home — home items
Secret Possessions —...
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