Primark Launches Inclusive Lingerie Range for Disabled Customers

Primark, a renowned UK fashion retailer, has ventured into the adaptive clothing market by introducing its first inclusive lingerie range. This move aims to cater to the diverse needs of disabled customers. The four-piece adaptive collection, available in sizes 2XS to 2XL, will be stocked in 64 UK stores and through Primark’s Click and Collect service.

In response to the challenges faced by disabled shoppers in finding comfortable and appealing clothing due to their disabilities, Primark is committed to driving change across its business operations. Research conducted by the Research Institute for Disabled Consumers revealed that a significant percentage of disabled individuals struggle to find clothing that meets their needs. While adaptive clothing is deemed essential by many disabled consumers, affordability and accessibility remain key barriers to its adoption.

Notably, only a quarter of disabled shoppers currently wear adaptive clothing, with many resorting to modifying non-adaptive garments themselves. The study also highlighted the potential for growth in the adaptive clothing market, particularly in the US, where duty-free tariffs could make such clothing more affordable for consumers. Primark’s adaptive lingerie range includes bras and briefs with innovative features like magnetic closures and recycled materials, catering to the specific needs of disabled individuals.

The development of this adaptive range involved collaboration with technical specialists and insights from disabled individuals. Primark’s head of diversity and inclusion emphasized the significance of this collection as a step towards creating a more inclusive and accessible shopping experience for both customers and colleagues. The retailer plans to further enhance its support for disabled individuals by reviewing its stores and operations to provide a more accommodating environment.

To ensure a comprehensive approach to inclusivity, Primark has engaged with leading disability organizations and specialists to assess its policies and processes. Dr. Shani Dhanda, a disability advocate, commended Primark’s efforts in promoting inclusivity and accessibility, acknowledging the pivotal role that brands play in breaking down systemic barriers faced by disabled individuals. By prioritizing inclusivity, Primark aims to make affordable adaptive clothing more accessible on the high street.

Heidi Williams De Rincon, Primark’s head of lingerie buying, acknowledged the potential for further improvements in serving disabled customers. The introduction of this adaptive lingerie collection reflects the brand’s commitment to addressing the unique challenges faced by disabled individuals in the clothing sector. With the adaptive apparel market presenting significant growth opportunities, Primark’s foray into inclusive lingerie signifies a step towards meeting the evolving needs of diverse consumer groups.