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Primark to lower the prices on hundreds of essential kids' clothing products

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Little Prices, Big Smiles: Penneys to Lower the Prices on Hundreds of Essential Kids' Clothing Products

Penneys is to lower the prices across selected ranges of kidswear essentials as part of its new Autumn/Winter collection.

  • It will mean new lower prices for kids’ essentials such as tees, sweatshirts, hoodies and pyjamas

  • The new products will land in store from the end of July.

24 July 2023: Penneys is set to lower the prices on hundreds of its much-loved essential kidswear products as part of its upcoming Autumn/Winter collection. The move will apply to the price points of selected product ranges landing in its 37 stores across Ireland from the end of July and aims to help family finances go further.

Consumers in Ireland are continuing to deal with high inflation levels, with the CSO recently reporting that prices for consumer goods and services have increased by 6.1% on average in Ireland when compared to the same time last year*. In response to this, Penneys is continuing to stand by its customers and its price leadership in the retail sector.

The decision to introduce lower kidswear prices on these selected product ranges for Autumn/Winter 2023 builds on the decision the retailer took last year to freeze prices across more than a thousand kidswear and baby items. The everyday essentials impacted by the price move this autumn include wardrobe staples for kids such as long-sleeved t-shirts, leggings, sweatshirts, hoodies and pyjamas - family favourites to keep kids warm and cosy throughout winter. The changes mean an outfit consisting of a long-sleeved t-shirt, leggings and zip through hoodie can be picked up for €10.10 compared to €13 in Autumn/Winter 2022. A baby outfit comprising of a sweatshirt and joggers will now cost €5.60 compared to €8.

The new products benefitting from the lower prices (compared to the price of comparable products from the Autumn/Winter 2022 collection) include:

While the design, colours and prices of selected ranges are new for this season – the same great quality found across all of Penneys’ kids and baby ranges remains. All of the products are designed to be loved and worn for a long time before being passed on when outgrown. The long-sleeved t-shirt – a kids’ wardrobe staple - continues to be made using a minimum of 50% cotton sourced from the Primark Sustainable Cotton Programme (PSCP), the largest sustainable cotton programme of its type within the fashion industry.

The move is part of Penneys’ commitment to be unrelenting in offering the best value for its customers across all of the ranges and products it sells.

Commenting on the move, Damien O’Neill Head of Penneys Ireland and Northern Ireland, said: “For so many people across Ireland, household finances continue to be stretched, and we know that great value matters now more than ever to our shoppers. At Penneys, price leadership is in our DNA, and we are committed to protecting that for our customers - when they visit a Penneys store, we want them to be confident that they will find the best value there. For families across the country, kids’ clothing is an essential purchase, and getting ready for a new school year can be a really expensive time. We want to help ease some of that pressure for our shoppers, by lowering the prices on hundreds of our kids’ essentials, while continuing to offer the same great choice and quality that Penneys is known for.”

The new lower prices will be available on selected kids’ clothing landing in all 37 Penneys stores across Ireland from 31st July onwards. Customers can also browse the Penneys website and use the stock checker to see whether the style and size of their item is in stock before heading into store.

To coincide with the new Kidswear essentials range, Penneys will also launch ‘Choose your Future’, this year’s back to school campaign. As well as modelling the clothes, the stars of the campaign got the chance to get involved in filming their own content and turned into filmmakers and reporters on set. The campaign will launch at the end of July in store windows and across the retailer’s social channels.

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