Part of being inclusive is supporting people with disabilities, chronic health conditions and post-operative or age-related needs. We have made five commitments to make our products, stores and workplaces more accessible:
We’ve made progress in all five areas. In January 2025, we launched a 49-piece adaptive collection of bestsellers across womenswear and menswear in 10 markets. Adding NaviLens codes to our adaptive range also helps visually impaired customers find and meaningfully interact with the products. Our collaborations with disabled content creators increased from 12 to 24, and we adapted our photo studio to make it more accessible for all our models. We also unveiled our first seated mannequin designed to represent manual wheelchair users, launched in collaboration with British broadcaster, disability advocate and wheelchair user, Sophie Morgan, available in 22 stores across 9 markets.
It’s an incredibly proud moment to see this collection go live and see adaptive fashion come to the high street on this scale for the first time. Disabled people face lots of barriers in their lives and clothing shouldn’t be one of them. We don’t want to live in a uniform of jogging bottoms and t-shirts but often don’t have a choice. I hope this launch is a step in changing that narrative, bringing more choice to the high street. We’ve created pieces that are not only functional but fashionable and affordable, because everyone deserves to feel confident and stylish in what they wear. I hope this inspires the industry to continue moving toward greater accessibility and inclusivity for all.
Victoria Jenkins, Adaptive fashion designer and founder of Unhidden
Our partnerships have given us vital insights to deepen the impact of our accessibility work. We partnered with AccessAble, which reviewed all our UK and ROI stores and offices and published accessibility guides so customers and colleagues can make informed decisions. We also worked with accessibility specialists Dr Shani Dhanda, the Business Disability Forum and the Research Institute for Disabled Customers, which reviewed all our stores and offices the UK and Republic of Ireland.
We are delighted to partner with Primark to develop Detailed Access Guides for their stores and offices across the UK and Republic of Ireland. We know that 90% of disabled people search for accessibility information before visiting somewhere for the first time. Our Guides, produced through comprehensive surveyor assessment, cover everything from parking, to entrances, toilet facilities, lifts, fitting rooms and checkouts. Whether you need to know about walking distances, assistive listening, signage, seating or transfer spaces, they are here to help. To date, AccessAble has surveyed over 8,000 shops and shopping centres in the UK and is proud to collaborate with Primark to address the challenges disabled people face when shopping.
Dr. Gregory Burke, Founder and Executive Chair of AccessAble