Primark reported to be launching online click & collect service

Value fashion giant Primark, which is known for being a long-standing e-commerce refusenik, is about to launch an online click & collect service.

According to the Evening Standard, the retailer's CEO Paul Marchant told analysts that an online service allowing people to order online and collect in store was "on the horizon".

Irish wealth and asset management firm Davy produced a report on Primark, which states: "The introduction of a click-and-collect offering will drive incremental benefits to the Primark model in time."

The introduction of the service would follow a number of retail innovations introduced by the fashion giant in recent weeks.

This month it opened the world's largest Primark in Birmingham which included areas dedicated to Disney and Harry Potter merchandise, a large Duck & Dry blow dry bar, cafes, recycling points and free Wifi.

An additional large-scale store was then opened at centre:mk in Milton Keynes and was the mall's largest retail opening in 25 years.

Primark is often cited by retail destinations as the most requested retailer in its schemes proving its balance of price, product and experience remains popular with shoppers despite tough trading on the high street in general.