Primark is doubling down on its physical retail presence, expanding its Click & Collect service to … [+]
Consumer expectations have never been more complex. On one hand, resale, rental, and sustainability-led shopping are on the rise, with younger consumers in particular seeking out alternatives to fast fashion. On the other, the appetite for affordable, trend-led retail remains unwavering, particularly in categories like fashion and homeware. The question facing major retailers isn’t whether demand still exists, but rather how to deliver on evolving shopper priorities without losing relevance in an increasingly digital and conscious marketplace.
Against this backdrop, Primark is doubling down on its physical retail presence, expanding its Click & Collect service to all 186 stores in Great Britain and launching its first standalone homeware store in Belfast. The moves signal confidence in the future of in-store shopping—but also raise questions about whether a bricks-and-mortar-led approach is enough to future-proof the brand in an era where convenience and conscious consumption are shifting the retail landscape.
Click & Collect: A Retail Evolution or a Missed Opportunity?
For years, Primark resisted e-commerce, standing firm in its belief that its low-cost business model worked best in stores. Yet, as retail has moved towards multi-channel experiences, it has had to adapt. Click & Collect has been its carefully controlled step into digital retailing—allowing customers to browse online, reserve products, and pick them up in-store without the added cost of home delivery.
With the full rollout arriving by summer 2025, shoppers will now have access to thousands more products that may not be stocked in their local store, a key advantage for those who previously had to travel to larger locations for a full selection. The move aligns with wider consumer behaviour—today’s shoppers expect frictionless experiences, using online tools to plan purchases before committing in person.
Yet, the question remains: is Click & Collect enough? Other high street brands have fully embraced digital retail, offering home delivery and flexible return policies, recognising that consumer convenience now extends beyond simply being able to pre-order. While Click & Collect undoubtedly keeps customers engaged with physical stores, some shoppers will still find the lack of delivery options limiting. The concern is whether Primark’s reluctance to go further online will, in the long run, cost it loyalty from customers who now expect multiple options for how they shop.
The Bigger Picture: What This Means for the High Street
Where Click & Collect could prove invaluable, however, is in supporting high street retail. At a time when footfall has been under pressure, a service that actively drives people into stores rather than keeping them at home is significant.
Retail studies have consistently shown that customers collecting orders in-store often make additional purchases, both within the retailer they’ve come for and in nearby businesses. Primark is already a high street anchor—2.3 million people cite it as the main reason they visit their town centre each week, and for every £10 spent in-store, an additional £3.60 is spent in surrounding shops and restaurants. With Click & Collect bringing shoppers through the doors with even greater intent, it’s clear that the model could provide a much-needed boost to physical retail.
But does it do enough to future-proof the business? While footfall is crucial, the growing shift towards resale, sustainability, and online-first shopping habits raises important questions about whether expanding in-store services alone will be enough to satisfy changing consumer priorities long-term.
Homeware: A Smart Expansion at the Right Time?
If Click & Collect is about convenience, Primark’s launch of its first-ever standalone homeware store is about broadening its relevance beyond fashion. Opening in Belfast this March, the store will dedicate 8,700 square feet entirely to interiors, soft furnishings, and home accessories, marking a clear statement of intent in a category that has been growing steadily.
Consumer spending on homeware has surged in recent years, driven by a combination of increased time spent at home, the influence of social media on interior trends, and a more mindful approach to living spaces. Home updates have become more frequent, but that doesn’t mean shoppers are always willing to pay premium prices—value-conscious homeware is a rising category, and Primark is well-placed to capitalise on it.
The decision to trial a standalone home store is particularly interesting. Until now, homeware has been a growing but secondary category within its fashion stores. Giving it its own space suggests that Primark is taking its potential more seriously—and testing whether homeware could become a significant driver of growth in its own right.
What This Tells Us About the Future of Value Retail
Together, these moves signal a clear commitment to physical retail. Primark is expanding in a way that strengthens its in-store appeal—offering greater product availability through Click & Collect and diversifying its offering with a focus on homeware.
But how far will an in-store-only approach carry it? While its focus on affordability and accessibility keeps it relevant today, consumer expectations continue to shift at pace. The balance between price, convenience, and sustainability is changing, and the brands that thrive long-term will be those that can evolve in multiple directions at once.
The real test will be whether this model—where everything leads back to stores—remains enough for the next generation of social media-shoppers.
