Writing on the store’s official website, a spokesperson has confirmed: “We like to use Pr-Eye-Mark.”

So, that’s Pry-mark. With the first syllable rhyming with ‘eye’ rather than with ‘tea’.

The store attempted to remain diplomatic in its response. Note that this is the pronunciation they within the brand “like” to use, so not necessarily the pronunciation that everyone in the world should use (although, to be fair, when this writer tells people that she prefers to be called ‘Kayleigh’ over ‘Kay’, she means that being called ‘Kay’ makes her want to scream and scream until she goes hoarse).

And yet, despite this, the world still has a LOT of opinions about it.

Primark reckons you’ve been saying its name wrong all these years