Since Primark opens its Antwerp store every Sunday, sales have seen double-digit growth. Sales director Olivier Crépin makes a compelling plea: the more stores that follow the Irish chain’s example, the better.
“A risk worth taking”
Since 1 September 2024, the Primark store on Antwerp’s main shopping street – its largest store in the country – has been open every Sunday (except public holidays). “We took a risk with this decision, but it has been a real success”, Crépin told RetailDetail. “We are talking about double-digit growth. I therefore invite other retailers to do the same: the more they open their stores on Sundays, the better it will be for everyone’s business.”
Primark has a unique business model, Crépin points out: “Cost control is at the heart of our strategy, but it is never at the expense of quality. We offer very affordable, durable and high-quality products. We are often asked how we manage to offer such high quality at such low prices. We do this by optimising every stage of the process, from manufacturing to sale. For example, we order our two collections a year in advance, and all our products are identical regardless of the store. This allows us to reduce costs and optimise volumes.”
“An ethical company”
Primark’s efforts in terms of sustainability, quality and ethics are little known, Crépin acknowledges. “We do not talk enough about our CSR efforts, which are focused on three pillars: product sustainability, respect for the environment and improving the lives of the people who work with and for us. For example, we have long-term partnerships with our suppliers. We have been working with some of them for thirty years; these are genuine relationships based on trust. People may not expect this from us, but it is the reality. We are an ethical and responsible company.”
Olivier Crépin will present Primark’s vision at RetailDetail’s Retail Marketing Day on 25 September in Antwerp. Other discounters, such as Takko Fashion and Action, will also explain their strategies. Tickets can be booked via the link below.
