We adore Penneys - but the fact that you can't shop it online has always wrecked our heads.
You'd see an influencer wearing a stunning Penneys dress or spot a jumper on the brand's Instagram feed but it getting it means trekking into a busy store and tearing through rails, with no guarantee of success.
It's always seemed strange that one of the biggest high street fashion brands doesn't have an online shop and finally it looks as though our prayers could soon be answered.
Primark will reportedly be trialling a website that customers can buy from very soon.
Yes.
Breathe. Just breathe.
The company's chief executive Paul Marchant told a group of analysts in a briefing earlier this month that it would be a click-and-collect service, according to The Journal.
Still, the brand will continue to mainly focus on its stores as a click-and-collect service "will only drive an incremental benefit for Primark," according to Davy.
Don't expect the service to be widespread either. One analyst at the briefing told the Financial Times that click and collect is still "a year or so away" and that it'll probably be trialled with only certain product groups and in certain regions.
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