What: Primark launches its first mobile app in Italy and Ireland, enabling product browsing and stock checking, with plans for UK rollout within 18 months.

Why it is important: The phased international rollout shows Primark's measured approach to digital transformation, testing and refining their omnichannel strategy while preserving their successful physical retail foundation.

Primark has taken a significant step in its digital evolution with the launch of its first mobile app, initially available in Italy and Ireland. The app allows customers to browse products and collections while checking in-store availability, marking a departure from the retailer's traditionally store-focused approach. This strategic move follows the successful implementation of click-and-collect services across UK stores earlier in the year, demonstrating Primark's gradual embrace of digital commerce. The company plans a broader rollout over the next 18 months, including a specifically tailored version for the UK market. Matt Houston, Primark's chief customer and digital officer, emphasises this launch as a crucial component of their ongoing digital investment strategy, designed to complement their physical stores and enhance the overall shopping experience. The phased introduction in two distinct markets enables Primark to test the app at scale and refine its features based on actual customer behaviour, ensuring a robust foundation for future expansion.

IADS Notes: Primark's mobile app launch in Italy and Ireland marks a significant milestone in the retailer's digital evolution. This development builds upon their successful market influence, demonstrated in November 2024 when they generated £1.5 billion in additional revenue for local businesses. The app's rollout follows their strategic pattern of careful market testing, similar to their January 2025 adaptive clothing launch :cite[sil], which successfully combined physical and digital experiences. Their approach aligns with their broader strategy of maintaining a strong physical presence while selectively embracing digital innovations, a model that has driven significant growth despite market challenges. The initiative complements their earlier successful click-and-collect rollout :cite[sil], showing a measured but decisive approach to digital integration. This transformation mirrors broader industry trends, as seen in February 2025 when other traditional retailers like Harvey Nichols secured significant investments for digital integration, indicating a sector-wide shift towards omnichannel retail.

Primark debuts mobile app in Italy and Ireland