Primark will protect the prices on more than a thousand of its essential kids’ products as it seeks to help family finances go further amid the rising cost of living.
The pledge to freeze prices across many of its kids’ lines comes in response to the increasing pressure felt by households up and down the country. From underwear to t-shirts, to dresses and jeans, the retailer will hold prices this autumn across many of its most popular products.
“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,” commented Paul Marchant, Primark chief executive. “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.”
Many of the products under the price freeze have the added benefit of falling under the Primark Cares label, meaning they are made from recycled or more sustainably sourced materials. This includes the long sleeve kids’ t-shirt and jeans, which are made with cotton from the Primark Sustainable Cotton Programme (PSCP), the biggest of its kind of any fashion retailer.
The programme trains farmers to grow cotton using more sustainable farming methods, which helps to reduce environmental impact and improves their livelihoods.