Primark计划在英国推出送货上门服务 结束长期纯到店提货模式Primark Plans Home Delivery in Britain in Shift from Store-Only Model

Primark在涉足电商业务四年之后，正式披露将把零售网络拓展至送货上门领域。母公司英联食品（ABF）表示，在完成细致的战略评估后，Primark决定未来在大不列颠地区提供送货上门服务，同时继续扩大现有的到店自提（Click and Collect）网络。为了支撑直邮业务，该零售商已在谢菲尔德购入一处自动化履约设施，用于处理发往消费者住址的订单，但尚未确定具体上线时间表。

Primark has formally unveiled plans to introduce home delivery services across Great Britain, marking a key milestone four years after its initial venture into digital commerce. Parent company Associated British Foods (ABF) confirmed that following a detailed strategic review, the fashion retailer will offer home delivery alongside the continued expansion of its click-and-collect network. To establish the operational capacity required for direct-to-door dispatches, the retailer has acquired an automated fulfilment warehouse in Sheffield, though it has not yet provided a definitive date for when the service will officially go live.

在此次业务调整之前，Primark长期对线上直接配送持谨慎态度。该连锁品牌直到2022年才首次试水电商，当时推出的到店自提服务要求顾客仍需前往实体门店领取商品。Primark过去始终坚持认为，店内销售的商品定价较低，若顾客仅下单购买几英镑的短袜或T恤，企业难以承担分拣、包装与物流运输产生的综合成本。

The policy marks a distinct reversal from Primark's historic reluctance toward traditional e-commerce logistics. The clothing chain refrained entirely from selling goods online until 2022, when it introduced a click-and-collect model that still required shoppers to make the trip to physical stores to pick up their orders. For years, the retailer had consistently maintained that low-priced apparel items made packaging and delivery overheads uneconomical to absorb, particularly when consumers purchased single items costing only a few pounds.

在推进送货上门业务的同时，Primark正准备从其母公司英联食品（ABF）中独立拆分。ABF旗下还拥有川宁茶（Twinings）和Kingsmill面包等知名食品品牌。这项分拆交易预计将在2027年12月完成，届时将组建两家分别挂牌的富时100指数上市公司。市场分析师预测，分拆后Primark的估值可能高达90亿英镑，而保留的食品业务估值预计约为40亿英镑。

Alongside its home delivery expansion, Primark is preparing to separate from parent company Associated British Foods (ABF), the conglomerate that also owns Twinings tea and Kingsmill bread. The corporate demerger is projected to conclude around December 2027, creating two independently listed FTSE 100 entities. Financial analysts estimate that Primark could command a market valuation of up to £9 billion as a standalone retail entity, while the remaining food business is forecast to be valued at approximately £4 billion.

伴随业务拆分方案的确立，两家未来独立公司的管理层分工也已明确。掌控ABF的亿万富翁家族成员、长期担任该集团首席执行官的George Weston，将在分拆完成后继续执掌食品业务。Primark的领导权则交由Eoin Tonge负责，这位曾先后在Marks & Spencer、Greencore以及ABF担任财务总监的高管将留任Primark首席执行官，主导该时尚品牌未来的业务扩张。

The planned structural split also outlines distinct executive leadership assignments for the two future operations. George Weston, a member of the controlling family who has served as ABF's long-term chief executive, is set to lead the standalone food business following the transaction. Primark will continue under the direction of Eoin Tonge, an experienced corporate executive and former finance director at Marks & Spencer, Greencore, and ABF, who will remain in his role as the clothing retailer's chief executive to guide its commercial strategy.

英联食品在最新交易通报中预计，在截至9月12日的季度内，Primark全球销售额将同比下降3%。按区域划分，英国与爱尔兰市场的销售额微增0.4%，而欧洲大陆市场则下滑4.3%。从同店销售（like-for-like）指标来看，Primark在英国本土的同店销售预计大致持平。业绩下滑部分归因于夏季炎热天气，导致秋冬服装的销售启动时间推迟，不过随着季度末天气转凉，销售势头出现回升。

In a trading update to investors, Associated British Foods disclosed that Primark expects its global sales to drop 3% for the quarter ending September 12. Performance varied notably across regions, with sales in the United Kingdom and Ireland edging up by 0.4%, while continental Europe saw a decline of 4.3%. On a like-for-like basis, which excludes the effects of store openings and closures, Primark anticipates UK sales to remain broadly flat. The retailer noted that unusually warm summer weather delayed seasonal autumn and winter garment purchases, though trading gained momentum toward the end of the quarter as temperatures cooled.

在经历销售疲软的同时，Primark面临着来自Shein、Boohoo以及TikTok Shop和二手交易平台Vinted等电商对手的竞争。为了应对市场压力并刺激客流，Primark在7月对数百款服装启动了降价促销活动。英联食品首席执行官George Weston表示，欧洲市场的交易环境依然具有挑战性，但消费者对涵盖数百款秋冬商品的降价活动反应积极。

The subdued sales figures coincide with mounting competitive pressure from fast-fashion and e-commerce platforms such as Shein, Boohoo, TikTok Shop, and second-hand marketplace Vinted. To defend its customer base, Primark initiated price reductions across hundreds of clothing lines in July. ABF Chief Executive George Weston commented that while trading across continental Europe remained challenging, initial customer response to the price cuts across autumn and winter ranges had been encouraging.

市场分析人士指出，Primark开展送货上门不仅是为了追求业绩增长，更是应对行业竞争的防御性措施。零售分析师Julie Palmer向媒体表示，Primark多年来一直在电商领域苦苦追赶，而Shein和Vinted等平台早已重塑了消费者对购物便利性的预期。她认为，该品牌面临的核心考验在于，能否在消费者期望的快时尚低价水平下实现线上配送的盈利，建立顺畅高效的退换货机制同样至关重要。

Market analysts view Primark's entry into direct home delivery as a defensive necessity as much as a search for commercial expansion. Retail analyst Julie Palmer told BBC News that the fashion retailer has spent years trying to catch up with rivals, noting that platforms like Shein and Vinted have fundamentally redefined consumer expectations around shopping convenience. She emphasized that the definitive challenge for the brand will be generating profits from home deliveries while preserving the low prices fast-fashion shoppers demand, noting that establishing a slick and effective returns policy will also prove essential to long-term viability.

AJ Bell市场主管Dan Coatsworth分析认为，Primark在多年抵制之后决定推出送货上门，表明其不得不顺应现代零售趋势。他指出，随着InPost和Relay等快递企业加入竞争，相比以往由皇家邮政（Royal Mail）主导市场的时期，近年通过邮政寄递小包裹的成本已大幅下降，这为低单价零售商开辟线上配送提供了更为有利的物流条件。

Dan Coatsworth, head of markets at AJ Bell, observed that Primark's strategic pivot demonstrates the company had little option but to adjust to the modern retail landscape after years of resistance. He explained that intensified competition among delivery specialists such as InPost and Relay has significantly reduced the cost of sending parcels over recent years compared to periods when Royal Mail held a dominant market position, providing a more feasible cost environment for shipping low-priced clothing items directly to consumers.