Copyright euroweeklynews
After years of saying no to e-commerce, Primark might finally be ready to take the leap online in Spain. The Irish fashion giant – famous for its low prices and packed high-street stores – is now considering a ‘click & collect’ service, letting shoppers order online and pick up in-store. The news came straight from Carlos Inácio, Primark’s Managing Director for Iberia, during an event celebrating ten years of the brand’s flagship store on Madrid’s Gran Vía. Speaking about the company’s future, he admitted that Primark is exploring ways to bring digital sales to Spain, its second most important market after the UK. “We are analysing whether the click & collect model can be scaled and implemented in markets like Spain,” Inácio explained, adding that nothing is ruled out – including online sales. A big shift for a brand built on low prices Primark has always been proud of being different – no online store, no delivery fees, and no digital frills, just cheap fashion and long queues at the tills. That model has worked for years, keeping prices rock-bottom by cutting out logistics costs that competitors like Zara or H&M have to absorb. But things are changing. The click & collect model offers a middle ground – online shopping without delivery costs. Customers could browse the website, reserve what they want, and pick it up in-store. It’s already in place in the UK, and now Spain could be next. Still, Inácio made it clear that Primark isn’t rushing. “Our philosophy is to analyse everything carefully and only launch when we’re sure it works,” he said. Rolling out the system in Spain would mean big logistical changes. Stores would have to double as mini storage centres, and staff would need to manage online orders alongside in-store sales. But if it works, it could finally give Primark a way to meet modern shopping habits without losing its famously low prices. Spain: Primark’s testing ground for innovation Spain has become one of Primark’s biggest success stories. From Barcelona to Seville, the chain has built a loyal following, with its Gran Vía megastore now one of the busiest in the world. It’s no surprise, then, that Spain could be where Primark tests its first big step into e-commerce outside the UK. If successful, it could open the door to similar projects across Europe – but for now, there’s no official launch date, and the company insists it’s still studying the idea. While many shoppers would welcome the convenience of online ordering, Primark has long argued that its low-cost business model simply doesn’t fit with home delivery. Shipping a €3 T-shirt, they say, costs more than the T-shirt itself. That’s why click & collect, where customers come to the store, might finally make sense. Renovations before innovation For now, Primark’s immediate plans in Spain focus on store renovations, not digital expansion. After two decades in the country, several shops are due for an upgrade to keep pace with customer expectations. “We’re constantly reviewing our stores to make sure we’re close to our customers,” Inácio said, without giving numbers on how many locations will be revamped. He also didn’t confirm any new store openings but hinted that growth in Spain will continue. So, while online shopping at Primark might still be a little way off, the signs are clear – change is coming. If the company pulls it off, Spanish shoppers could soon be the first in Europe to click before they collect.
