Primark has selected AI-powered software company Kallikor to introduce a simulation-led approach to supply chain decision-making.
Primark has partnered with Kallikor, the supply chain network design platform, to introduce a simulation-led approach to significant strategic supply chain decisions.
The engagement 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, Primark can identify more efficient approaches while protecting customer service and avoiding downstream cost or operational impacts across the store estate.
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 Primark’s operational data, 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, Primark teams can run and compare multiple operating futures side-by-side – assessing trade-offs across cost, service, capacity and risk in parallel.
Adam Hoccom, director of supply chain at Primark, said: “As Primark continues 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.”
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