Our Commitment to Accessibility: Two Years into the Journey

In January 2024, Primark pledged to make adaptive fashion more affordable and to make our stores and business more accessible.

More than two years on, and to coincide with Disability Pride Month this July, we are sharing the latest progress update on our Accessible Primark Commitments.

Since its inception, our Accessible Primark Programme has guided how we show up for colleagues, customers and communities. It has helped us focus on practical changes that make Primark a more accessible place to work, shop and belong.

Over the past two years, we have built on our commitments in several important ways. We have expanded our adaptive clothing collection, designed in collaboration with Victoria Jenkins; introduced sensory-friendly features across our childrenswear offer; and continued to improve the store experience for disabled and neurodivergent customers. We have also strengthened partnerships across the markets we operate in, supporting disabled and neurodivergent people into employment.

We have been honoured by the recognition this work has received across the retail, fashion and DEI sectors. This includes global recognition on the inaugural Forbes Accessibility 100 List and the expanded 2026 Accessibility 200 List, as well as a Zero Project Award presented at the United Nations in Vienna earlier this year.

What has contributing to making Primark a more accessible place to work and shop meant to you?

Charlie Magadah-Williams, Head of Inclusion and Community Impact, explains what being involved in this work has meant to her:

“This programme of work has brought so many unexpected moments of joy for me personally and professionally, and made me feel motivated to do more. There is so much opportunity to make a positive impact by doing small, meaningful things.”

Norabeth Duignan, Culture and Values Manager and Chair of the Primarkable colleague network, shares:

“It’s in the moment when someone feels safe enough to say, ‘I need support,’ and knows they’ll be listened to without judgement. It’s in seeing a colleague or a customer recognise themselves in our spaces, our products or our conversations, and feel that they truly belong here. There’s a real sense of purpose in knowing that together, we’re removing barriers that people might have quietly carried for a long time.”

Kate Maunders, Head of Marketing Communications, adds:

“Primark has been at the forefront of marketing inclusivity in the industry for a long time. Increasing the visibility of people with disabilities (and normalising this!) has been a natural next step for our business. Being able to give an underrepresented community the ability to feel seen has been one of the most rewarding parts of my career to date. The feedback we have had from the community around both our adaptive range and our work with models and influencers with disabilities has been extraordinary. I feel incredibly proud to have been a part of what Primark has done in this space and the impact we have had on our customers, and the wider industry.”

Pamela Reilly, Head of Buying for Kidswear, has been central to the ongoing removal of back-neck labels across all children's clothing at Primark and talks about how this work has made her feel:

“It's been incredibly meaningful to me because it reflects the impact thoughtful design can have on everyday lives. When children feel comfortable in their clothes, they can simply get on with being children. Knowing that we've been able to make that experience better for thousands of children and their families is something that I'm incredibly proud of.”