Primark welcomes summer weather in winter as it targets a rise in its profits

A branch of Primark on Oxford Street, central London. The chain has reportedly seen a slum in sales due to "unseasonable weather", mainly hitting stores in Europe. (Picture: PA Wire/PA Images)

Primark can cope with the sudden emergence of summer weather in winter, the fashion retailer said on Monday.

The chain’s finance boss, John Bason, said he preferred the recent warm weather to the Beast from the East, which hit High Street retailers’ sales this time last year.

He added that shorts and T-shirts have been selling well.

Sudden changes in weather can often cause retailers supply chain headaches. “Last year we had the famous Beast from the East — I know which one I prefer,” said Bason.

Primark’s parent company, Associated British Foods, expects a 2% fall in same-store sales at Primark in the 24 weeks to March 2, dragged down by poorer sales on the Continent.

It flagged up weak trading in Germany, where Primark would now be looking to sell some store space.

Despite this, half-year profits at the chain “will be well up”, Bason said, thanks to a much higher margin and fewer markdowns.

The shares fell 54p to 2259p.