Primark creates womenswear design chief role as Keiron Birch joins

Primark has created a new womenswear design director role and Keiron Birch has stepped into the demanding post. The designer, who’s worked for Calvin Klein, Tommy Hilfiger and Abercrombie & Fitch during his career, will now  be responsible for womenswear design, leading the expanding chain’s fashion, footwear and accessories design teams. 

He’ll “shape creative direction for all womenswear collections and products, bringing his wealth of experience in leading design teams’ strategies and collections from concept to creation”.

Central Saint Martins-trained Birch has over 20 years’ experience in senior fashion roles and Mary Lucas, trading director of womenswear at Primark, said his “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”.

The company, which is expected to be spun out as independent business by its parent Associated British foods, has been investing heavily in its womenswear offer in recent periods. That includes the Primark Scene, a new collection aimed at younger shoppers, as well continuing to expand its successful Edit range of elevated contemporary collections and a big investment in its main contemporary fashion ranges.