Primark cuts prices worldwide ahead of planned separation from Associated British Foods

Monday 20 July 2026 - 09:55

By: Sahili Aya

Primark cuts prices worldwide ahead of planned separation from Associated British Foods

Fashion retailer Primark has announced price reductions across hundreds of popular products as it seeks to strengthen sales performance ahead of its planned separation from parent company Associated British Foods (ABF).

The retailer said prices would fall by up to 29% across selected womenswear, menswear and children’s clothing items, with the reductions being introduced across its 19 international markets.

Strategy aims to attract cost-conscious shoppers

The price cuts cover a wide range of everyday clothing products, including sleepwear, coats and casual apparel.

Among the reductions announced are a women’s supersoft boyfriend pyjama set lowered from £17 to £13, a women’s single-breasted coat reduced from £26 to £22, and a men’s brushed check overshirt cut from £25 to £20.

The move comes as consumers continue to face pressure from higher living costs, prompting retailers across Europe and other markets to compete more aggressively on affordability.

Primark faces challenging retail environment

The announcement follows a difficult trading period for the company.

Primark reported a 2.2% decline in like-for-like sales during its third quarter ending June 20, citing a challenging consumer environment.

In response, the retailer said it was increasing investment in initiatives designed to improve sales growth at existing stores and strengthen its market position.

The company has continued to rely on its value-focused business model, offering low-cost fashion while attempting to maintain customer loyalty in an increasingly competitive retail landscape.

Preparing for independence from AB Foods

The price strategy comes ahead of a major corporate transition for Primark.

Associated British Foods confirmed earlier this year that it plans to separate Primark from its food-related businesses, with the demerger expected to take place before the end of 2027.

The separation is intended to allow Primark to operate as a more independent business while giving investors clearer visibility into the performance of both the retail and food divisions.

Retail transformation ahead

As Primark prepares for life as a standalone company, the retailer is focusing on strengthening operations, increasing customer engagement and adapting to changing consumer habits.

The upcoming separation represents one of the most significant changes in the history of the brand, which has expanded from a British discount fashion chain into an international retailer with a presence across Europe and beyond.