Budget fashion retailer Primark has opened a Wellness pop-up, it will trade until the end of the first week in March, in Boxpark, the East London ‘container’ mall.
The temporary store occupies the largest unit in the Boxpark cluster and is almost totally unlike a Primark store as it will be familiar to most high street shoppers. This is a muted colour palette affair in which natural wood, corrugated cardboard and a few see-through glass display cubes form the bulk of the materials on view and the 1,500 sq ft space is internally divided to create different areas for visitors.
In total, there are around 75 products with the range comprising everything from ‘natural’ cotton garments to cacti in earthenware pots (a favourite with millennials in place of houseplants). This is intended to be the launchpad for the Primark Wellness range before it goes mainstream and appears in the retailer’s stores more generally.
It is also proof, once again, that Primark can spot a trend from a considerable distance and catch up with it before it runs out of steam.