This move will apply to a selected range of kidswear clothing in its new Autumn/Winter collection, including long-sleeved t-shirts, leggings, sweatshirts, hoodies and pyjamas. The retailer's aim is to help the finances of British families against a backdrop of high inflation, which still impacts their purchasing power. The retailer noted, for example, that a long-sleeved t-shirt, leggings and zip-through hoodie will be available for 8.10 British pounds, as compared to 9.80 British pounds in Autumn/Winter 2022.

“For millions of people, household finances continue to be stretched, and we know that great value has never been more important for our customers (…). Kids' clothes are an essential purchase, and we know that getting ready for a new school term can be a really expensive time for many families. We want to do our bit to help alleviate some of that pressure by lowering the prices on many of our kids’ essentials while continuing to offer the same great quality”, explained Paul Marchant, Primark’s CEO.

This new range of prices will be available in 191 UK stores from today onwards. Customers will also be able to browse the Primark website and use the stock checker to see whether the style and size is in stock before heading into the store.

At the same time, the retailer-owned by Associated British Foods has expanded its Click + Collect trial, which is now available in 32 more stores in and around London. Therefore, the total number of stores offering kidswear on Click + Collect is now 57 (including the 25 stores in the northwest of England, Wales and north Yorkshire that have been offering this service since November). This service enables customers to browse the items, add them to a virtual shopping basket, and select a day to collect their order at no additional charge.