Robbie Williams Brand Plots Return Via Value Chain

Robbie Williams’ Farrell clothing brand has entered into a 15-store partnership with value retailer Primark.

The British label will this week launch a 30-piece collection, containing t-shirts, shirts, knitwear, denim and outerwear, in key locations across the UK and Europe.

Polo shirts, sweatshirts, chinos and tailoring will also feature in units in London, Newcastle, Essex and Manchester. Internationally it will appear in Berlin, Madrid, Marseille and Dublin.

Plain, striped and printed t-shirts are the lowest priced at £8, with selvedge jeans in the middle at £18. A pea coat tops off the range at £45.

“We’ve absolutely loved working with the Farrell brand. The product looks superb, fastidious detail, amazing value and has remained true to its origin,” said Primark director of menswear Ben Smith.

“Not only have we ensured the product is amazing but the whole concept from quality through to design & store environment have all played a massive part in ensuring we deliver a first class exclusive range to the Primark customer.”

Singer Robbie Williams, who also operates as founder and chief executive of the brand, added: “I’m delighted that Farrell has been invited into Primark. What a great collaboration – let’s have it!”

In late 2013 Farrell was pulled out of administration after just two years of trading in a six figure deal with Dragon’s Den star Peter Jones.

The first collection at Primark will be available to buy from Thursday 20th November 2014. A full list of selected stores is available via Farrell’s non-transactional website.

Farrell At Primark

Farrell Autumn/Winter 2014