Discount clothing chain Primark is to trial a click-and-collect service later this year as it looks to expand its kids’ range and enhance the customer experience following the launch of a new UK web site in April.

Set to launch towards the end of the year, the trial will run across up to 25 stores in the north-west of England and will offer a choice of products for kids, spanning everything from clothing and accessories to decorative nursery products and toys.

The trial will bring together a range of Primark kids’ products, offering up to 2000 options. Shoppers will have, on average, access to twice as many options as today, with customers of the smaller stores in the trial getting access to ranges normally only found in larger stores. The service will also offer online-only products with around 40% of the items available exclusive to click-and-collect.

The click-and-collect range will focus on latest trends, new exclusive styles, expanded ranges from Primark’s licence partners, larger items such as nursery products, and multipacks of kids’ clothes. In addition, it offers the opportunity to have seasonal products such as rainwear and beach and holiday wear available throughout the year.

“The click-and-collect trial is a milestone for our business and builds on the investments we’ve made over the last two years in new technology and people to make this possible,” said Paul Marchant, Primark chief executive. “This trial will give customers so much more of what they love and a new way to shop with us. It brings together more choice and greater convenience and complements the great in-store experience that is at the heart of our business. We think it will also give us an opportunity to reach new customers by highlighting the fantastic collection that we have for kids of all ages. We’ve chosen to trial the new service in a region where we have a wide range of stores of different sizes and formats and we can’t wait to see the customer response.”

The Primark kids’ range offers a selection of products from new-born babywear up to age 15 years, including items to accessorise a nursery, clothes to play in, or popular licensed character ranges.

Customers will be able to browse online, add items to their virtual shopping basket before checking out and paying for their order. They will then be able to collect their purchases at a newly created dedicated customer collection point in the heart of the store.

All click-and-collect orders will be processed and shipped from a dedicated distribution centre at Magna Park, Leicestershire, and will be run by logistics partner Clipper.