Thematic retail stores and exclusive IP-focused product collections are hot in retail right now: Chinese lifestyle retailer Miniso has unveiled a series of themed character flagships around the world, while Camp has been known for its exclusive brand collaborations and entertainment-driven activations for Trolls, Frozen and more. Most recently, when fashion and accessories retailer Primark unveiled its 450th store worldwide at the Florida Mall in Orlando, it announced it would have an entire floor dedicated to its growing partnership with Disney — a new kind of experience for the blossoming retailer, although certainly not the last.
The Florida Mall location spans more than 36,200 square feet of retail selling space across two stories, where consumers can shop for the latest trends and everyday products for the entire family. Orlando locals and visitors can now browse an extensive assortment of Disney and Marvel licensed apparel and plush toy collections featuring beloved characters including Mickey and Minnie Mouse, Spider-Man, Stitch, Dumbo and more.
The Orlando store uses early and exclusive access to collections to draw customers in. For example, the store has a collection commemorating the 30th anniversary of Walt Disney Animation Studios’ The Lion King, which includes fully sustainable clothing and accessories starting at $4.50. Primark also plans to bring back beloved Primark exclusives, like Disney’s Mickey Mouse x Keith Haring collection.
“All of our Disney products are exclusive to Primark, so you will not find any of our designs anywhere else,” said Sarah Jackson, Global Director of License & Brands at Primark in an interview with Retail TouchPoints. “We’re honored to have access to some of Disney and Marvel’s character artists, like Steve Thompson, who is the Disney artist behind Stitch, and Marvel character artist Tracy Tubera.”
Primark and Disney Take the ‘Next Step’ in Still-Growing Decade-Plus Partnership
The expanded store experience and assortment represents a major “next step” in an ever-evolving relationship that is primed for growth and will include more characters and categories. In fact, Jackson noted that dedicating an entire floor to a licensing partner is “a first” for the retailer and will help deliver “an unparalleled experience,” poised to be “a hit” with local consumers and tourists alike.
“We’ve been collaborating with Disney directly for over 11 years, and since then, the collaboration has grown across a breadth of categories, offering exclusive items across apparel, accessories, beauty, home, stationery and more,” Jackson said. “Disney has become Primark’s largest license partner, and through close strategic collaboration, we have delivered fantastic growth for both businesses.”
However, Jackson reaffirmed that some things will not change — largely the retailer’s commitment to providing on-trend products at value prices, which stands “at the heart of the Primark brand,” she said. “We’ve ensured that our license collections have a keen fashion focus, with ranges like Disney’s Mickey Mouse x Keith Haring collection that encourage fans to play with fashion while representing their favorite Disney characters,” she said. “Having both Disney and Marvel collections allows us to reach Disney lovers of all ages — something that we pride ourselves on at Primark is that we have something for everyone.”
In addition to Disney and Marvel, Primark has strategic licensed partnerships with iconic brands like Universal, Netflix, Warner Bros, the NFL and NBA. In September, the retailer launched a fashion partnership with singer/actor Rita Ora, creating a collection of fashion, footwear and accessories inspired by Ora’s personal style.
A Focus on Quality Store Execution
While Primark doesn’t have a comprehensive ecommerce site where consumers can buy items and have them delivered to their doorstep, they can browse inventory available at local stores. Shoppers can then sign up for email updates to get details on new product drops, style inspiration, store opening dates and more. As a result, the Primark team is laser-focused on top-notch execution in stores, which requires gathering associate and consumer feedback on how the overall experience, merchandise assortment and layout align with consumers’ expectations.
“As an exclusively brick-and-mortar retailer, we are proud of our stores and the in-store experience that customers get when they walk through our doors,” Jackson explained. “Our first priority to ensure a positive store experience is nurturing the right talent for the teams that run our stores. This allows us to empower our managers with the autonomy they need to ensure we have the right product at the right time for the customers in their community. From there, we work closely with our Florida mall team to ensure shoppers’ feedback and requests are implemented, and that they leave our store wanting to come back for more.”
Having a constant “ear to the ground” in stores is especially important in the U.S., where the Ireland-based Primark is prioritizing expansion. When Primark announced the Orlando store’s opening in August 2024, Kevin Tulip, President of Primark U.S., noted the store marked “a major milestone for the brand,” bringing the retailer’s total national store count to 26. Since then, Primark has announced several more openings, including the first of five Texas-area stores, and a flagship in midtown NYC’s Penn District.
“Our strategy in the U.S. is different than in our European markets, where a large portion of our shoppers live in urban areas and shop on high streets,” Jackson said. “In the U.S., we are predominantly serving mall shoppers, which means they visit less frequently but when they do, they buy more items in one visit. We are also finding that the U.S. shopper is at the mall to shop for the whole family. The broad range of products offered for everyone at great value prices has been extremely attractive to American shoppers looking for one convenient place to get everything they need.”
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