Primark makes first foray online through Asos

4th Jun 2013 08:42

Primark has launched its first online venture with the sale of a range of 20 garments through internet fashion retailer Asos.The company, owned by Associated British Foods (ABF), will collaborate with Asos for a limited period before developing its own website.It will sell a compact collection on Asos, ranging from a £6.0 T-shirt to a £22 studded parka, available only in the UK."It's a toe in the water and it's fact finding," John Bason, Finance Director of ABF, told the Financial Times. Primark has previously stated that it has experienced enough demand at its high street stores in the UK and Europe to warrant a shopping website. The retailer said earlier this year that it would like to go online but the finances were challenging given its low prices.However, it has now made its online debut.Maureen Hinton, Director of Research and Analysis at retail consultancy Verdict, said the venture was a good way of testing the water without the associated costs.Neil Saunders, Managing Director of retail research group Conlumino, said it would also benefit Asos, which is a fast-growing fashion retailer."It cements that because it is bringing a brand to market which is very popular. If you edit it correctly, [Primark] also has strong fashion credentials," he said.Asos said: "As an online fashion destination, Asos delivers an edit of brands and products that are relevant to its 20-something target market. Primark is part of that mix."RD