Selfridges stores in Birmingham and Manchester will add Primark to their menswear offering as the exclusive department store group seeks to broaden its till appeal.
Primark will open a concession in Selfridges location in the Bullring in Birmingham today, with another outpost opening in the groups Trafford Centre store in Manchester on 19 November.
We are proud to offer our customers an outstanding selection of desirable brands, from high-street to luxury, Jeff Johnson, general manager at Selfridges Trafford, said in a statement. Primark is one of the high street brands we have added to our fashion selection with a special edit of their most exciting menswear.
The Primark-at-Selfridges concessions will include pieces from the value retailers menswear collection, including clothing, shoes and accessories
The tie-up has been called the most dramatic example of high-low spending habits in Britain yet. For the first time, Selfridges shoppers will be able to pick up an Hermes
watch for thousands of pounds on one floor and a Primark basic tee for £2.50 on another.
Retail Week reported that the move was more than a year in the making. The concessions are Primarks first, and approximately ten percent of the stock is expected to be exclusive to Selfridges.
Primark operates 223 stores in the UK and overseas. There are currently no plans for Selfridges flagship store on Londons Oxford Street to offer Primark wares, or for the partnership to extend to womenswear.
Check out Primark's Autumn/Winter offerings in our 'Best of the Highstreet' gallery...