Primark Adopts Digital Twins to Optimize Global Logistics
The retailer will use simulation platforms to validate distribution center configurations and capital investments.
Updated on Oct. 23, 2026 in Semiconductors
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Primark has selected Kallikor to implement supply chain simulation technology to optimize its distribution network across its global footprint of over 500 stores. This initiative involves creating digital twins of physical distribution centers to test capital investments and operational changes.
Why it matters
The adoption of digital twin simulation allows retailers to validate high-stakes infrastructure changes in a virtual environment before execution. This strategy aims to mitigate risk and maintain operational efficiency as Primark manages its complex, multi-region logistics.
Kallikor’s platform delivers decision-ready evidence within 4-8 weeks, enabling a singular validated model to run multiple operating futures side-by-side. The system targets an average value realization of $14.2 million within the first six months of implementation.
The players
Primark
An international retailer founded in 1969 with over 500 stores across Europe, the United States, and the Middle East.
Kallikor
A supply chain network design firm that builds simulation platforms and digital twin environments for operational testing.
The details
The Kallikor platform generates digital twins—virtual replicas of physical sites—that mirror the dynamics of a distribution center. By using a single validated data model, teams can simultaneously simulate various automation pathways and layout configurations. This process allows analysts to compare performance outcomes before committing to physical infrastructure changes.
Timeline
1969: Primark was founded.
The Tech Race
Primark's move aligns with a growing industry push to adopt digital twin simulation to compete with more agile, data-driven logistics networks. This approach marks a departure from traditional manual planning by prioritizing predictive modeling in large-scale infrastructure deployment.
This simulation technology will initially influence how Primark manages internal logistics and automation pathways in its distribution hubs. While shoppers will not interface with the software directly, the move is intended to maintain customer service efficiency as the company scales.
The takeaway
Primark is shifting its logistics strategy toward high-fidelity simulation to test growth scenarios and automation before committing physical capital. Future updates will likely focus on whether these initial simulation-driven investments successfully deliver the projected $14.2 million in value.
Further reading
For more on how computational modeling drives industrial infrastructure, visit our Semiconductors section.
Source note: This article includes information reported by Supplychaindigital.
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