LONDON, March 18, 2026, 14:04 GMT
Primark says over 27,000 retail employees across Great Britain will see their hourly rate bumped up to at least 13 pounds starting April 1. In London, the base jumps to 13.71 pounds an hour. The company has also expanded its clothing-repair pilot, now running in three shops.
Timing is key here. With the new National Living Wage for workers 21 and over set at 12.71 pounds an hour from April 1, British retailers are already stepping up pay. Tesco on Wednesday announced a raise to 13.28 pounds for store and online fulfilment workers, effective March 29. Aldi, for its part, said last month it plans to pay at least 13.50 pounds an hour outside London starting in April.
Primark is facing a steeper wage bill just as sales falter. Associated British Foods, its parent, reported in January that like-for-like sales at Primark dropped 2.7% over the 16 weeks ending Jan. 3. Intense discounting to move inventory further squeezed margins. Chief Executive George Weston called the trading conditions “tough” and warned they’re likely to stick around for now. Reuters
The pay bump is straightforward: starting April 1, retail assistants get at least 13 pounds an hour in England, Scotland, and Wales, while London staff see 13.71 pounds. Primark says this latest increase means average hourly pay has climbed more than 15% across the past three years. “Retail becomes a more demanding environment,” UK Retail Director Kari Rodgers said, adding that the company wants to recognize “the value they bring every day.” Primark Corporate
Primark has taken its collaboration with The Seam further after wrapping a 12-week pilot at Manchester Market Street. Shoppers in Manchester, Bromley (south London), and Edinburgh Princes Street can now access the repair service every Friday through June 5. In Manchester, close to 90% of appointments during the pilot were snapped up in advance, according to Primark. Quick fixes—seams and hems—are turned around the same day. More involved jobs might take up to a week.
Vicki Swain, who heads up product longevity at the retailer, said the pilot highlighted shoppers want “a more simple and accessible solution” for repairing their favourite clothes. For The Seam, chief executive Layla Sargent pointed out that putting repair “directly into store” might nudge garment care closer to a regular shopping habit. Primark Corporate
These moves come as Primark’s new CEO, Eoin Tonge—who took the helm on March 5—pushes ahead with a shake-up. The retailer said Tonge is already at work on plans to upgrade the product range, reinforce value messaging, and build up digital and marketing strengths.
There’s a snag, though. In February, a British Retail Consortium survey showed that 84% of retail finance chiefs now count labour and employment costs among their top three worries—way up from just 21% last July. Many reported plans to trim staff hours, pause hiring, or even shrink their workforce.
Tesco and Aldi have taken action on pay, while Primark is combining wage hikes with new in-store offerings to reinforce its budget reputation. Since 2021, Primark has hosted over 730 free repair workshops in nine countries. It’s too soon to say if the higher payroll will translate into more consistent sales—the picture should sharpen after the April pay rises land.
