About Primark

A global retailer built on frontline expertise

Primark is a leading international retailer known for offering affordable fashion, homeware, and beauty products.

With over 450 stores across 17 markets, the company employs thousands of colleagues who play a vital role in shaping the business.

As Primark continues to grow, listening to employees and empowering them to contribute ideas is key to staying effective and meeting customer needs.

Discovering ideas from the shop floor

Turning everyday observations into business improvements

Retail moves fast, and Primark is no exception. Thousands of employees, from shop-floor teams to head office staff, have valuable ideas every day but without the right channels, those ideas can get lost.

FWD Th!nk was created to make it easier for colleagues to share ideas, track what happens next, and feel part of the process—giving structure to something that was already happening informally in stores every day.

Enter FWD Th!nk

A simple, structured way to share ideas

That’s where FWD Th!nk comes in.

Powered by Sideways 6, it gives every colleague a direct way to share ideas, helping shape the future of the business. Instead of complicated new systems, Primark made idea-sharing seamless by integrating FWD Th!nk into Microsoft Teams and using QR codes and embedded forms for non-Teams users, workflows and tools employees were already comfortable with.

The focus? Running targeted campaigns on key business challenges, making idea generation feel purposeful, engaging, and rewarding.

The impact: big wins from small ideas

From store-floor insight to measurable outcomes

Since the relaunch of FWD Th!nk, the results speak for themselves:

• 3,500+ ideas shared
• £ Multi-million impact from new products and cost savings
• One idea alone generated 130% in sales within its first year
• 10 markets reached so far
• 80%+ engagement in D&I and Sustainability campaigns

A single idea that changed everything

The baby table story—and more like it

Sometimes, the smallest idea can create the biggest impact. A retail customer assistant in Italy suggested creating a dedicated baby table in stores, making it easier for parents to browse baby essentials in one place. The result? Beating sales and unit forecasts by 130% in its first six weeks.

Over in the Netherlands, another store colleague spotted an issue with Primark’s long coats they weren’t practical for cyclists, a huge part of everyday life there. Their solution? Adding discreet side slits for easier movement. It was a simple tweak that turned the coat into a bestseller, proving that employees on the frontlines often see opportunities that others might miss.

Celebrating ideas and the people behind them

Recognition that fuels participation

“Primark knows that recognising employees is just as important as listening to them. When colleagues submitted winning ideas for a Click & Collect improvement campaign, they weren’t just sent a thank-you email they were invited to Primark’s Reading office for a celebration day. There, they met with senior leaders, got an inside look at how their ideas were shaping the business, and received FWD Th!nk awards, turning them into true ambassadors for improvement within their teams.”

Bringing FWD Th!nk to life

For colleagues at Primark, FWD Th!nk isn’t just about submitting ideas—it’s about seeing real change happen. To celebrate the impact of employee ideas, Primark recently hosted a recognition event at their Reading office, bringing together colleagues whose contributions have helped shape key business improvements.

In this behind-the-scenes video, Josh Vincent, FWD Th!nk Project Lead, takes us through the event, capturing the excitement, collaboration, and pride of those involved. From engaging discussions to award presentations, the day reinforced just how powerful employee ideas can be in shaping Primark’s future.

What’s next for FWD Th!nk?

Scaling success across markets and teams

With such strong momentum, Primark isn’t stopping here. The next phase of FWD Th!nk includes:

• Expanding globally so every Primark employee can participate
• A rebrand to make FWD Th!nk instantly recognisable across the business
• More accessible communication channels so employees know exactly how to share their ideas
• AI-powered tools to refine and enhance idea submissions, ensuring high-quality insights