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Primark to open concessions in Selfridges!

Primark to open concessions in Selfridges!

Primark AW11 menswear, Selfridges to open Primark concession, FashionBiteI was amazed to read this morning that Primark is to open concessions in Selfridges! It is the ultimate collaboration between high fashion and fast fashion.

The story was reported by trade magazine Retail Week and revealed that Primark is set to open 1,000 sq ft menswear concessions in two Selfridges stores; in Birmingham’s Bullring centre (next week) and in Manchester’s Trafford Centre (due to debut mid-November).

Retail Week said: “The tie-up is the most significant evidence yet of how shoppers are mixing the kind of exclusive brands Selfridges is renowned for with the bargain-priced fast-fashion offered by Primark. Despite operating at opposite ends of the market, both retailers have prospered through the downturn.”

The two stores will feature an edited version of the Primark menswear collection, focused on clothing but also including footwear and accessories. In addition, many products will be exclusive to Selfridges. Prices will be the same as Primark’s standalone stores; starting from £2.50 for a t-shirt. It is the first time Primark has opened a concession. Launching womensewar concessions has not been ruled out.

I can’t imagine going into Selfridges and buying a £2.50 Primark t-shirt, then leaving with the mark of luxury Selfridges doesn’t quite sit. Selfridges is all about high end quality and aspiration; this does not make me think of Primark.

Having said that though, Selfridges recently opened H&M concessions in its stores, see Fashionbite’s post ‘H&M to Open First Uk Concession in Selfridges.’ And the move is a real indication that shoppers are totally comfortable mixing high end with high street. Who else could it the pave the way for?

FashionBite xx

Emily Seares is an award-winning magazine editor and journalist and the founding editor of FashionBite. She was featured in VOGUE's Digital Powerlist Top 100 and is a quoted style expert for most national newspapers and magazines.

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