When I first read that Primark was opening two concessions in Selfridges (Bullring and Trafford Centre) I was not entirely convinced. Granted, the iconic department store has successfully integrated mainstream High Street brands over the years, but surely Primark is a step too far I thought to myself. However, having seen it in store today my view has shifted.
It certainly doesn’t quite deliver the ‘thrill of the chase’ shopping experience of a typical Primark and to understand whether it can make a sustainable profit would require further analysis, but it looks great and doesn’t feel out of place at all. Indeed walking around Oxford Street, Birmingham or Manchester, it’s not uncommon to see people with a Selfridges and Primark bag in each hand, so no reason I guess why the two brands can’t work well together under the same roof.
