Keiron Birch joins Primark to lead womenswear design as the retailer expands its fashion offerings and targets younger shoppers.
Primark has named Keiron Birch as director of womenswear design, a newly created position. Birch, who previously worked with Calvin Klein, Tommy Hilfiger, and Abercrombie & Fitch, will oversee creative direction for all womenswear collections, footwear, and accessories.
The appointment follows Primark’s recent investments in womenswear, including the launch of Primark Scene, a collection aimed at younger consumers, and the expansion of its Edit range. The retailer has also increased focus on contemporary fashion lines and product performance.
Birch brings two decades of experience in team strategy and collection development. Primark’s womenswear trading director, Mary Lucas, cited his expertise in consumer trends as key to strengthening the brand’s design spectrum.