Primark appoints Keiron Birch as Director of Womenswear Design

Keiron brings exceptional fashion authority and creative vision to the brand as it continues to elevate its reputation for trend-led style, at amazing value. Kieron has a strong track record of shaping contemporary fashion and driving standout design, bringing over 20 years' experience in fashion with brands including Calvin Klein, Tommy Hilfiger and Abercrombie & Fitch.

In this newly created role, Kieron will be responsible for Womenswear design; leading Primark’s fashion, footwear and accessories design teams. He will shape creative direction for all womenswear collections and products, bringing his wealth of experience in leading design teams strategies and collections from concept to creation.

The move builds on investments Primark has been making in womenswear, including the Primark Scene, a new collection aimed at younger shoppers, continuing to expand its highly successful Edit range of elevated contemporary collections and a big investment in its main contemporary fashion ranges. All at Primark’s famously affordable price points.

Mary Lucas, Trading Director of Womenswear at Primark said: “We’re delighted to welcome Kieron to Primark. We believe our womenswear offering proves shoppers can get great quality style across both trends and timeless pieces at Primark prices, that look and feel great. Kieron’s experience and passion for consumer trends and style, will make him an invaluable addition to our team as we continue to strengthen our overall womenswear offering across the full design spectrum including fit, material and how it performs when our customers wear and wash it”.

Keiron Birch as Director of Design at Primark said: “I’m excited to join Primark at such a pivotal time for womenswear and the Primark business. I really believe in Primark’s value-led approach, and that people shouldn’t have to pay more to look and feel good. I see great opportunity in combining value with style, to deliver everyday basics and trend-led fashion at a price people want.

“I’m looking forward to joining the team and building on the strong foundations of affordable fashion that Primark is known and loved for, to help drive the next phase of growth for the business.”