Primark predicts bigger profits after strong Barbie T-shirt sales and price rises

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The owner of Primark said its full-year profits would be higher than previously expected, helped by strong sales of Barbie T-shirts, cargo shorts and boho dresses, as well as price increases.

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13 Sep 2023

The company behind the budget clothing chain, Associated British Foods, said cargo shorts, linen blend T-shirts and sliders, as well as boho and paisley dresses and its Moroccan-inspired matching outfits for all the family had all sold well over the summer.

The black Barbie men’s T-shirt was the top searched item on the Primark website over the summer, as the Barbie movie became a smash hit at the box office. Makeup and moisturisers are also selling well.

“It’s been a good summer; the products have continued to hold up really well,” said the ABF chief financial officer, Eoin Tonge. Tourists and day trippers have been coming back to London and other big cities such as Manchester, Liverpool and Birmingham, and numbers are close to pre-pandemic levels, which meant Primark’s flagship stores were busier.

In the UK this summer, like-for-like sales at Primark