Primark signs pop star Rita Ora as celebrity collaborations boost sales

Primark is launching a clothing collection with Rita Ora after collaborations with TV star Stacey Solomon and the Barbie film boosted business.

As the fashion chain issued a bullish trading update on Saturday ahead of the end of its financial year, it said items designed with the pop star will go on sale on Tuesday next week.

“All my life I’ve always wanted to look stylish and when I was younger I couldn’t have done that without Primark,” Ora, 32, said.

Trendsetter: Primark teams up with pop star Rita Ora to launch a new clothing collection

The announcement came as the high street retailer’s owner, Associated British Foods (ABF), said the store’s annual sales were expected to be 15 per cent higher than last year, while profits were expected to be “moderately higher”.

ABF CEO George Weston said celebrity collaborations were getting out of hand.

A range of pink clothing in collaboration with the Barbie film also saw “phenomenal” sales, with Weston telling the Mail: “We could have sold out the stock three times.”