Primark names former Calvin Klein exec as womenswear design director

Primark has announced the appointment of Keiron Birch as new director of womenswear design, who will be responsible for overseeing its clothing, footwear and accessories collections. 

Birch, who has more than 20 years of fashion industry experience gained at brands including Calvin Klein, Tommy Hilfiger and Abercrombie and Fitch, joins Primark in the newly-created role to lead the creative direction for all womenswear ranges from concept to creation. 

News of the appointment follows recent investment by the retailer into its womenswear division. This includes the launch of Primark Scene, a collection targeting younger consumers, alongside the expansion of its contemporary Edit range. 

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.”

Birch added: “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.”

Founded in Ireland in 1969, Primark operates more than 480 stores across 19 countries and employs more than 80,000 staff.