Jul 29, 2022
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Primark freezes prices of kidswear essentials

Jul 29, 2022

Kidswear pricing is a key selling point for big-name retailers at the moment. And after M&S pledged to hold back-to-school clothing prices and George at Asda launched a value-focused BtS campaign, now Primark has said it will freeze prices of kidswear essentials this season.


Like its peers, Primark had previously flagged the need to raise prices on certain goods for the AW22 season, having frozen prices for some time previously.

And in late July it said it would protect current prices of hundreds of its kidswear essentials best-sellers.

The cost-of-living crisis has made price an even bigger issue than usual this year and kidswear is one area where the battle between brands and retailers to offer the best prices will be fought hardest.

The BtS season is kicking off now and is the third-busiest shopping season of the year after Christmas and Easter.

Primark CEO Paul Marchant said: “Offering the very best value on the high street has always been at the heart of our brand, and is more important than ever today. Kids grow fast, and replacing their clothing is an essential task for families – we hope that by protecting the prices on our essential kids’ items we can help in some small way.”

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