Primark has partnered with Kallikor to introduce a simulation led approach to supply chain decisions. The aim being for the retailer to test and validate operational and capital changes before implementation.

The tie up begins with creating digital twins of Primark’s distribution centres, allowing teams to test alternative operating configurations before implementation.

By comparing scenarios in a simulated environment, the retailer says it can identify more efficient approaches while protecting customer service and avoiding downstream cost or operational impacts across the store estate.

Adam Hoccom, Director of Supply Chain at Primark, says: “As we continue to grow across markets, ensuring our supply chain is designed to support that ambition is critical."

"A key part of that is making sure our distribution centres operate efficiently while remaining aligned to store needs. Working with Kallikor allows us to test and compare different operating configurations - from layout and flow changes within sites to broader network considerations - before we commit capital spend."

"This gives us greater confidence in the choices we make and how they will perform in practice, strengthening our ability to innovate and make well-informed decisions as we evolve our network.”

By modelling operational flows in detail - from pick paths and labour constraints to throughput variability and service impacts - Primark can see how proposed changes will perform in practice before they are introduced. The models are built from its operational data, with the aim of ensuring outcomes reflect how the system actually performs under a range of real operating conditions rather than relying on assumptions or averaged views of the network.

The modelling also establishes a living decision environment built on Primark’s operational data that can be reused and extended as new strategic questions arise. Rather than commissioning a new analysis for each decision, teams can continuously test alternatives within the same validated model as the supply chain evolves.

Through simulation and AI enabled scenario exploration, they can run and compare multiple operating futures side-by-side, assessing trade offs across cost, service, capacity and risk in parallel.

Jack O’Connell, CEO and Co-Founder at Kallikor, says: “At Primark’s scale, no supply chain decision exists in isolation. A change in one distribution centre can affect capacity, flow, service and performance across the wider network. Our role is to help teams explore decisions that would otherwise carry too much uncertainty, testing different scenarios before implementation so leaders can understand the trade-offs and move forward with confidence."

"We’re proud to support Primark as they build a simulation led decision-making capability, beginning with their distribution centres and creating the foundations for better decisions across the wider supply chain over time.”

While the initial focus is on distribution centre configuration, the modelling environment is designed to be reused as new questions arise, allowing teams to test automation pathways, capital investments, network design changes and future growth scenarios within the same validated system.

2026 RTIH Innovation Awards

Supply chain technology will be a key focus area at the 2026 RTIH Innovation Awards.

The awards, which celebrate global retail technology innovation in a fast moving omnichannel world, have now closed for entries. Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2026 shortlists and finalists here.

We received a record number of entries this year and many fantastic examples of technology excellence driving transformative change across the global retail sector.

Congratulations to all those who made it through the initial submission process! It’s now over to our star studded judging panel who will decide the winners to be announced at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London. 

The event will be held on Wednesday, 4th November and consist of a drinks reception, three course meal, awards ceremony presided over by award winning stand-up comedian, presenter, actor and broadcaster, Aurie Styla, and after party until 1am.

Click here to book your place at the 2026 RTIH Innovation Awards Ceremony on Wednesday, 4th November.