UK fast fashion retailer Primark has launched its online click and collect service at 25 stores in England and Wales.

The retailer has been forced to go online after the pandemic where it lost more than £1bn in sales due to being unable to open its stores. There are however no plans to offer delivery.

Paul Marchant, Primark’s CEO, said the launch of the click-and-collect service was a “milestone for us and a really important moment”.

“We’re massive fans of bricks and mortar. We believe in stores and we believe in the High Street. We think click-and-collect is the right proposition.”

The intent of the new offering is to expand the brand’s reach and win new customers.

Ahead of the Christmas shopping season, Marchant is optimistic about online and offline sales. “We feel excited about Christmas. I think we’re really well set. Our stores are feeling busy.

“It’s the first time for three years that customers have been able to come into the store, mask free, restriction free and really enjoy the experience of being in a Primark store.”