Retail giant Primark has agreed to sign up to the Love2shop gift card operated by Liverpool-based Appreciate Group. Tony McDonough reports

Liverpool-based savings, vouchers and corporate rewards business Appreciate Group has agreed a deal with Primark that will see the fashion retailer accept its Love2shop gift card in-store.

It means millions more consumers will be able to use the cards at Primark stores across the UK, including its outlet in Church Street in Liverpool. There are already around 200 brands available on the card including Argos, Boots, Iceland, M&S, Matalan, River Island and Schuh.

Love2shop Contactless MasterCard and Purple Card gift card holders can now choose to spend their products in more than 190 Primark’s UK stores. Based in Liverpool city centre, stock market-listed Appreciate was formerly known as Park Group and was well known for its Christmas savings and hampers.

It dropped the hampers offer last year but continues to offer Christmas savings as well as vouchers and pre-paid cards for retailers and corporate rewards. Simon Birch, Appreciate’s director of partner relations, said: “We know Primark will be a popular addition to Love2shop with our customers.

“Whether given as a gift for a special occasion, or as a reward by an organisation to an employee or customer, Love2shop now provides recipients with an even greater choice of redemption options.”

Through Love2shop, Appreciate offers choice-based gifting and rewards for business and personal customers. Love2shop can be given as a physical card or sent digitally, and be spent online or in-store with over many of the UK’s favourite brands.

Elizabeth Johnston, gift card lead at Primark, said: “We believe Primark’s latest trends and everyday essentials across womenswear, menswear, kidswear, homeware, health and beauty, activewear and gifting will make it a strong choice for many Love2shop gift cardholders.”