THE MODELS are built from Primark’s own operational data and simulate flows in detail, from pick paths and labour constraints to throughput variability. This lets teams compare alternative operating configurations and see how proposed changes would perform in practice, without putting service to stores at risk.

Rather than commissioning fresh analysis for each decision, Primark can keep testing alternatives within the same validated model as its supply chain evolves. AI-enabled scenario exploration allows several options to be compared side by side, weighing trade-offs across cost, service, capacity and risk.

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.”

Jack O’Connell, CEO and co-founder of Kallikor, added: “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.”

While the initial focus is on distribution centre configuration, the modelling environment is designed to be reused to test automation pathways and network design changes as new questions arise.