After having ignored the online retail sector for years, UK budget clothing brand Primark has jumped into the digital space by forming a trial partnership with online fashion retailer Asos.
Their reasoning for doing so? In order to gain "insight into online retailing."
The trail with Asos could well mean the start of an online business for Primark if it proves to be a success, but for now just a small range will be available for an unspecified period.
Primark have bucked the retail trend during the economic downturn due to its affordable clothing, expanding across the UK and into continental Europe too.
Asos has also been fairing well, claiming that it attracts 20 million unique visitors a month and with a rise in sales by 34 per cent to Â£352.3m.
Indeed, even Asos describe Primark as a "retail phenomenon."
"With their unique take on the latest must-haves and newest trends, Primark fans can get their hands on their award-winning affordable fashion, from skinny jeans and denim to skater dresses and printed t-shirts," said an Asos spokesperson.
While it's obvious that this benefits customers well, it's the future that this experiment holds that'll determine how customers will engage with Primark in the future.
Could their really be a market for affordable clothing, along with basics, and throwaway items, in the online space?
Will delivery cost be a factor?
How will other online retailers respond?Stringberd – Flickr]