Between broken prices and social excesses, how Primark reached a billion euros in turnover – Liberation
In the aisles of the Créteil Soleil shopping center (Val-de-Marne), the many customers of the Fast-Fashion brand are easily identifiable. At their arms, large brown tote full of cracks stamped Primark. In that of Sofia, who came to find an outfit for the birthday of her best friend, a new dress and a pair of heeled sandals, of course, but also a whole bunch of items that she had not planned to buy: shorts, two t-shirts, a telephone shell, a mug and varnish. « I did more than an hour of transport to come, so I have Take advantage to please me ”, describes the thirties, satisfied to have « Hold on its budget of 60 euros ».
In this temple of inexpensive clothing, everything is done to consume: three floors, 8,300 square meters, a hundred fitting rooms, more than 80 boxes. Products to no longer know where to give head, customers in each corner with huge gray flexible baskets, employees who fold, collect, fold, advise very occasionally.
And this is what makes the Irish Fast-Fashion brand successful. Landed in France in 2013, Primark crossed the billion euros in turnover in 2024 (1.03 billion), i.e. growth in 16 % in one year. And its profitability takes the same path with 15.5 million euros in profits against 12.9 million a year earlier. All without advertising in the mainstream media or online sale.
