How to pronounce the budget retailer's name has caused a basket-load of debate. Some claim "Pry-mark" is an upmarket affectation. Others say "Pree-mark" is a northern thing. But Primark have tried to settle the matter once and for all, writing on their website: "We like to use Pr-Eye-Mark." http://www.bbc.co.uk/news/uk-40926473 Does anyone remember the Primark jingle from the Eighties? "Primark. Who-ooah. Only Primark." If memory serves, in that advert it was clearly - and repeatedly - pronounced as "Pree-mark". Based on which I've always used that pronunciation. They clearly can't make up their own minds how to pronounce it, so I'm calling them out and saying they're wrong. Or just the worst kind of snobs. If I ever shopped there I'd boycott them. As it is I'll have to make do with using the classic pronunciation. It makes more sense to me anyway (who ever heard of a "pr-eye-ma" Donna?) But how have you said it up until today?