Primula rusbyi: help with, that is.

So, my Primula rusbyi, which formerly seemed surprisingly happy despite the dry conditions, have failed to bloom for the last couple of seasons. John Richards, in Primula, notes that the species is "(i)nitially free-flowering, but often languishing in a vegetative state when older". Hmm, sounds familiar - these plants are 8 or 9 years old.
Does anyone have any advice for divisions or possibly cuttings? As non-blooming primulas strike me as being a bit pointless, it seems there is little to lose now.
Thanks in advance.