Primark moves into vintage with WornWell concessions

By

Nigel TAYLOR

Published
Aug 24, 2022

Primark has become the latest fashion brand to enter the vintage clothing arena. The value fashion/lifestyle retailer has opening its first such concession within its flagship Birmingham store in partnership with the Vintage Wholesale Company. A similar concept is set to open in its on Market Street, Manchester, store in the coming weeks.

It’s called ‘WornWell’ and vintage-seeking customers can purchase pre-loved items for the first time at Primark with the retailer promising ‘one-off’ items. These will cross 70s, 80s and 90s trends, including denim jumpsuits and shirts, spaghetti tops, printed sweaters and puffa jackets, “at affordable prices”.

The retailer also said shoppers will be able to find big-name brands such as Tommy Hilfiger, Nike, Converse, Levi, and Dr Martens among the mix.

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Primark’s head of innovation and future trends Jermaine Lapwood said: “Vintage clothing has increased in popularity over the last few years, and we know that our customers love creating unique looks by mixing old fashion with new. 

“This concession will be the nostalgic bridge between generations, bringing curated retro fashion at great value. We want to see clothes loved for longer and kept in circulation – we’ve got big plans with our own business to give clothes a longer life, and we’re thrilled to be supporting an independent business who is working to do this.”
 
WornWell by the Vintage Wholesale Company director Riccardo Seaton added: “We take great pride in sourcing high quality vintage clothing from around the world, and we’re excited to expand our business and offer once-off pieces of timeless fashion to customers in Birmingham and Manchester.

“Each item is unique. We want to inspire our customers to express their individuality and discover a love of vintage through wearing our clothes.”

The new vintage clothing concession is the latest addition to Primark’s in-store offer that now includes 22 beauty, nail and hair studios and 32 food and drink outlets globally. It’s food link includes a widening clothing and accessories link with fast-food chain Greggs as the retailer “continually enhances the in-store experience for customers”.