Primark makes price change shoppers can’t find anywhere else

Primark has introduced new lower prices across hundreds of women’s, men’s, and children’s clothing lines as part of its ‘Iconic Value’ era, aiming to reinforce its reputation as the go-to high street destination for affordable fashion.

Matt Houston, chief customer officer at Primark, said: “Value matters to customers today more than ever and for more than fifty years customers have trusted us as the destination on the high street for great value fashion at prices you cannot find anywhere else.

“We want to continue to lead the way in shaping what affordable fashion looks like and give our customers the confidence that they can always trust Primark for the very best prices but without compromising on quality or on style.”

The retailer said its new pricing structure will stay in place through its 2026 Autumn and Winter collections, allowing shoppers to pick up lower-priced items without sacrificing quality, fit, or style.

Primark said the changes reflect customer priorities.

A survey commissioned by the company found that nearly half of UK shoppers (46 per cent) prioritise value for money when buying clothes for their family, with six in 10 saying good value is the most important factor in their shopping decisions.

The company also said customers can expect to see innovative fabrics, as well as improvements to fit and durability across the new lines.

To help shoppers identify the lower-priced items, Primark stores will feature prominent ‘Iconic Value’ signage on relevant products.

The new pricing comes into effect today (July 20).

Ted Baker plots comeback after disappearing from high streets

Ted Baker is plotting a major return to the high street almost two years after its disappearance from UK town centres.

The fashion brand is set to open its first new standalone UK store later this year, nearly two years after all its British locations closed following the collapse of its UK store operator, No Ordinary Designer Label.

The closures marked the end of the brand’s 36-year presence on the high street.

A spokesman for Authentic Brands Group, which owns Ted Baker, said the first standalone store will open “very soon”.

(Image: Jam Press/Ted Baker)

The brand has already begun a gradual return to physical retail through boutique concessions in Selfridges, including its latest opening at Selfridges Birmingham in the Bullring.

A similar concession was launched at the Trafford Centre in Manchester in May.

After the collapse of its UK store operator in March 2024, all 46 Ted Baker stores across the country closed by August, resulting in hundreds of job losses.

Following these closures, Authentic Brands Group relaunched the Ted Baker UK website in November, resuming online sales of menswear, womenswear, and accessories while searching for a new operating partner.

Ted Baker was founded in Glasgow in 1988 and rose to become one of Britain’s most recognisable fashion labels, operating around 550 stores and concessions worldwide at its peak.