Primark Relaunches Site To Focus On Trends Shopper

Primark has relaunched its website despite ending a partnership with online shopping hub Asos in September selling its goods online.

The new, editorioally-focused site features pictures of shoppers wearing and recommending favourite products - and allows customers to post their products and say which Primark shop they bought them from.

The site was relaunched earlier this week, with Primark saying: 'We thought it was time for a refresh (right?). Browse our brand new website for exclusive previews of new collections, articles, trends and Primania, our very own street style community.'

A central feature of the site is the Primania community that allows users to sign in an upload pictures via facebook or through the site itself. Pictures can then be shared via Facebook, Pinterest, Twitter, Google+, or just emailed to friends.

More than 200 photographs have already been posted with prices, product details and where the outfit was worn.

Primark's new 'Primania' web community 

It is not clear whether the new site is a precursor to a new ecommerce venture for the firm, although it seems unlikely in the short-term. However, last month Asos boss Nick Robertson said that, while the trial with Asos had ended, he still hoped something could be worked out.

'We’re still trying to work out a way that we could do it.  If we can make money at it, we’ll go for it,' he said as Asos reported its company results on October 23. The trial ran from June to September.

His main concerns were over the small margins on Primark products, whether they could demand a minimum order from customers and what the returns rate might be, which would further erode low-value margins. Asos operates a free delivery and return model.