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Primark clothing available to buy online at ASOS
Primark clothes are available to buy online for the first time through a collaboration with e-commerce destination ASOS.
The online retailer is currently selling a "very limited trial" of 20 womenswear pieces from the UK discount chain that is famed for its cut-price clothing. T-shirts, denim jackets, dresses and dungarees all ranging from £5 to £16 are part of the trial edit.
"As an online fashion destination, ASOS delivers an edit of the brands and product that are relevant to its twenty-something target market," an ASOS statement read.
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"Primark is part of that mix. As such, a small selection of Primark's most fashion-led pieces are available on ASOS from today."
John Bason, the finance director of Primark's parent company Associated British Foods, revealed to the Telegraph that the trial will last for "a few months".
He added that it is a "fact finding mission" and that to assume Primark will launch a full online clothing service would be "premature". He did acknowledge, however, that "online sales are growing for a number of people."
The news comes after George Weston - the chief executive of Associated British Foods - dismissed the prospect of the firm branching out into online commerce, arguing that customers would rather "keep toddling down to Oxford Street".
"It is enough for us to have great fashion in good locations at the right price," he said in April. "That simply works for us. We don't have a problem that needs fixing."
Primark has more than 250 stores in Europe, including 161 in the UK. In the half-year to2 March, Primark reported a 24pc increase in sales, or 7pc on a like-for-like basis.
The company, which is planning to open its first store in France, said expanding its store business in the UK and Europe remains the priority.