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Coleen Rooney’s Primark partnership triggers a massive production scale-up in Dhaka’s high-tech factories.
Coleen Rooney’s strategic move to bypass luxury labels for a multi-million-pound Primark partnership has shifted the global fashion spotlight onto the Bangladesh garment sector, the powerhouse behind 94% of the retailer’s global supply chain.
The Powerhouse Behind the Partnership
As Rooney prepares to launch her athleisure-focused collection in March 2026, the real story lies in the industrial hubs of Savar and Gazipur. Bangladesh remains Primark’s largest sourcing destination, with recent 2025-2026 data revealing that the retailer purchased over $1.2 billion worth of garments from the country in the last fiscal year alone. This partnership is not just a celebrity endorsement; it is a massive industrial order that sustains a workforce where women represent over 60% of the production line.
Exclusive Sourcing Data and Economic Impact
Primark’s reliance on Bangladesh is unparalleled in the fast-fashion world. While the brand sources from 17 countries, Bangladesh accounts for the lion's share of its "Ready-Made Garment" (RMG) inventory. In the 2024-2025 cycle, Primark's parent company, Associated British Foods (ABF), reported that nearly 74% of its global clothing line is now made from recycled or sustainably sourced fibers—a transition led largely by its Bangladeshi suppliers. Every year, Primark increases its sourcing from the region by approximately 5% to 7%, moving away from basic items toward the high-value "functional" athleisure Rooney is now fronting.
Beyond the Label: The Shift to Circular Fashion
The "Rooney Effect" coincides with a radical technological overhaul in Dhaka. To meet the demands of this collection, Primark has integrated 97 Bangladeshi factories into its specialized resource efficiency program. This initiative has already saved an estimated 880,000 cubic meters of water. As the industry approaches the 2026 LDC graduation, the sector is pivoting from high-volume "cheap" labor to "value-driven" partnerships. This means Rooney’s collection is being produced in some of the world’s most sustainable, LEED-certified green factories, a fact often omitted from standard tabloid coverage.
Future Outlook for the RMG Sector
Looking ahead, the collaboration signals a "Double Transformation" for Bangladesh. By 2026, the RMG market in the region is projected to grow toward a $4.71 billion valuation by 2033. Industry leaders and the BGMEA are currently negotiating with Primark to expand sourcing into high-end non-cotton garments. The success of the Rooney range will serve as a litmus test for whether Bangladesh can successfully transition from a budget manufacturer to a global leader in high-performance, sustainable fashion.
