What: Primark is piloting an in-store repair service in partnership with The Seam to make clothing repairs accessible and affordable for customers.

Why it is important: By integrating repair services in-store, Primark is responding to regulatory and market pressures for more sustainable retail practices, as highlighted in recent industry reports.

Primark’s collaboration with The Seam to introduce an in-store repair service pilot in Manchester signals a pivotal move in value fashion retail, making garment repairs more accessible and affordable for a broad customer base. This initiative, part of the ongoing ‘Love it for longer’ campaign, offers same-day repairs for all brands at subsidised rates, aiming to shift consumer behaviour toward extending the life of clothing. By prioritising in-store engagement, Primark not only supports independent makers but also creates a tangible, customer-centric experience that distinguishes its bricks-and-mortar presence. The pilot is structured to test operational feasibility, pricing, and consumer demand, with the intention of scaling if successful. This approach comes at a time when economic pressures and environmental awareness are prompting more consumers to choose repairs over replacement, reflecting a broader industry trend toward circular economy models. Primark’s strategy demonstrates how value retailers can lead in sustainability by removing barriers to repair and fostering new habits among shoppers.

IADS Notes: Primark’s repair service pilot is part of a wider movement in retail, with John Lewis’s nationwide repair rollout in April 2025 and Peek & Cloppenburg’s Berlin flagship launch in January 2025 both highlighting the centrality of in-store repair services to sustainability strategies. The Kearney CFX 2025 report in July and March’s analysis of circular retail strategies emphasize the regulatory and consumer pressures driving these changes, while December 2024’s data shows that 41% of consumers now opt for repairs over replacement, underscoring the timeliness of Primark’s initiative.

Primark to launch in-store repair service pilot