Primark preps online delivery move as retailer loses out to M&S in bidding war for Asos automated warehouse

Primark is working on its first ever venture into the online delivery space, according to a report by The Times.

The fast fashion and homeware retailer recently lost out to Marks & Spencer in a bidding war for an Asos online fulfilment centre in Lichfield, Staffordshire, which sold for £67.5 million.

The Times, citing unnamed sources, reports that Primark had identified this as a step towards ramping up the digital side of its business. “They know they need to go online…They wanted this warehouse as it has automation equipment that lets you do delivery directly to peoples’ homes,” a source told the newspaper.

Meanwhile, M&S Managing Director for Fashion, Home and Beauty, John Lyttle, said of the deal: “As we transform M&S Fashion, Home and Beauty, our ambition is to double online sales. To achieve this and serve our customers faster, more efficiently and with better availability, our 24/7 distribution network needs more capacity. We’ve always said that we’ll deliver our transformation with highly disciplined capital investment, always mindful of spending shareholder money wisely. This acquisition does just that, delivering tangible business benefits that move our transformation forward, at a much lower cost compared to a new build option.”

Primark has long resisted going all in on online delivery, arguing that its discounter status and tight margins that come with this cannot absorb the operational costs of picking, packing and shipping orders, or the impact of online returns.

But in recent years it has started to make moves in this area, building a Click & Collect service, for instance, and also launching its first ever mobile customer app in the UK. Brits are now joining Irish and Italian shoppers who have been using the app since last year.

Kari Rodgers, UK Retail Director at Primark, said of the UK launch: “We know our customers expect great value and an effortless shopping experience, wherever they are. Our new app puts exactly that in the palm of their hand, from personalised updates on the latest trends to faster, more convenient ways to browse and shop via Click & Collect. This is just the next step in bringing everyday value to more UK shoppers in a way that’s simple, seamless and built around their needs.”

Matt Houston, Chief Customer & Digital Officer at Primark, added: “Following the successful launch of our app in Ireland and Italy, we’re excited to bring an even smarter, more connected shopping experience to the UK. Customers are increasingly turning to digital tools that make shopping easier and more rewarding, and we’re confident that our app will deliver an intuitive, personalised experience that’s been carefully designed to help them get the most out of every Primark visit.”

Primark did not respond to our request for comment regarding the online delivery move.

2026 RTIH Innovation Awards

Online delivery will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.