Primark: Performance Wear Global Rollout

About the Customer

Primark is a leading international clothing retailer employing more than 80,000 colleagues across 17 countries in Europe and the US. Founded in Ireland in 1969 under the Penneys brand, Primark aims to provide affordable choices for everyone, from great quality everyday essentials to stand-out style across women’s, men’s, and kids’, as well as beauty, homeware, and accessories. With an expanding portfolio that includes performance wear, Primark continues to diversify its offerings to meet comprehensive customer needs across multiple international markets.

What We Solved

As shopper behaviour shifted towards healthier lifestyles and leisure trends, Primark identified an opportunity to introduce a dedicated performance wear department within its stores.

Following a successful 50-store trial, Eden was appointed to deliver Phase 2 of the rollout.

The programme expanded significantly — from 50 to 150 stores across 17 countries — increasing both scale and operational complexity.

Key challenges included:

  • Delivering 9,185 individual pieces of equipment across 150 stores.

  • Managing 34 component types across multiple suppliers.

  • Segmenting stores into 16 grading formats (A1 – D4) based on footprint, layout constraints and product density.

  • Ensuring each store received the correct fixture allocation to maximise space efficiency and brand impact.

  • Coordinating global logistics across multiple delivery waves.

  • Maintaining programme control despite late changes and accelerated timelines

The complexity required structured coordination across suppliers, manufacturing partners, logistics providers and internal teams.

How We Did It

End-to-End Programme Ownership

Eden took full ownership of the fixture packages — from planning and production through to global distribution and store delivery coordination.

Our scope included:

  • 9 components sourced from nominated third-party suppliers.

  • 25 components manufactured and supplied pre-assembled.

  • Engagement of a preferred EU manufacturer to meet accelerated timelines.

Structured Supply Chain & Logistics Execution.

  • 578 pallets shipped globally.

  • 15 trunks supporting UK & EU distribution.

  • 35 stores requiring dedicated delivery runs due to site constraints.

  • Multiple delivery waves managed across 17 countries.

Each store received a tailored fixture allocation aligned to its grade, ensuring consistency in brand presentation while adapting to local spatial constraints.

Store Enablement

Store teams completed installation using:

  • A structured delivery programme.

  • Detailed installation guides.

  • Supporting documentation and materials.

This enabled consistent execution at store level without the need for dedicated installation crews.

Operational Flexibility & Risk Management.

The programme required rapid re-planning in response to:

  • Late programme changes.

  • Accelerated timelines.

  • Data updates and configuration changes.

Eden proactively identified risks, implemented mitigation actions, and maintained continuity of supply to protect store delivery windows and brand standards.

What We Achieved

  • Successful rollout to 150 stores across 17 countries.

  • Controlled delivery of 9,185 equipment units.

  • Seamless coordination across suppliers, manufacturing, logistics partners and internal stakeholders.

  • A scalable delivery model adaptable to 16 distinct store grades.

  • High-quality execution despite compressed timelines and evolving constraints.

Result:
A controlled, high-quality multinational rollout delivered at scale — even under increased complexity and programme pressure.

Programme Value Delivered

  • Single point of coordination across design, manufacturing, logistics and store delivery.

  • Scalable international delivery model

  • Strong supplier and carrier management.

  • Data-led planning ensuring correct equipment, quantities and configurations per store

  • Clear guidance enabling consistent in-store execution.

  • Commitment beyond original scope, absorbing additional coordination and administrative workload to safeguard delivery.

  • Constructive challenge and continuous improvement, including recommendations on packaging, data accuracy, change control and store engagement.

Customer Feedback

The Performance Wear rollout demonstrated Eden’s capability to deliver complex global programmes at scale, providing confidence in our ability to manage multinational retail transformations with precision and agility.

How Can We Help?

Retail programmes are becoming more complex — more formats, more markets, faster timelines.

Whether you are trialling a new concept or scaling across international estates, Eden provides:

  • End-to-end rollout coordination.

  • Structured supply chain management.

  • Flexible production solutions.

  • Global logistics execution.

  • Data-led planning and store enablement.

If you’re planning your next international rollout, we’re ready to support you.

More Case studies

Primark_​Performance Wear Global Rollout, 150 stores
Primark: A controlled, high-quality multinational rollout delivered at scale
Eden took full ownership of the fixture packages — coordinating planning, production, global distribution and store delivery from start to finish.