Penneys Champions Inclusive Design with Launch of Wheelchair Mannequin and Comfort-Led Kidswear Range

• The ‘Sophie’ mannequin spotlights Penneys’ Adaptive range, stylish staples designed for disabled and temporarily disabled customers

• Penneys enhances its kidswear offering with sensory-friendly features like printed labels and seamless socks, making comfort standard

Penneys has launched two major initiatives to champion accessibility and inclusive design for customers. The retailer has unveiled its first seated mannequin designed to represent manual wheelchair users, launched in collaboration with British broadcaster, disability advocate and wheelchair user, Sophie Morgan. Named ‘Sophie’, the mannequin is a powerful symbol of visibility and representation, and is another step in Penneys’ ambition to be a more inclusive place to shop and work.

Available in 22 flagship stores across nine countries, including Penneys Mary Street in Dublin, the ‘Sophie’ mannequin will take centre stage in displays showcasing Primark’s Adaptive range, the first major women’s and men’s fashion collection on the high street designed specifically for those with disabilities, as well as its main fashion ranges. This launch is part of a broader effort by Penneys to bring more diversity to its mannequin range and reflect a wider variety of body sizes in its stores.

Ann-Marie Cregan, Trading Director at Primark, said: “This is another important milestone in our ambition to make Primark a more accessible place to shop and work. From introducing a wider range of mannequins to launching our Adaptive clothing range earlier this year, we’ve worked hard to better represent the diverse communities who shop with us. Seeing the 'Sophie' mannequin in our stores is a proud moment and reflects the brilliant collaboration between our teams and Sophie.”

The journey to bring the mannequin to life spanned over a year and was led by Primark’s Visual Merchandising team. Sophie Morgan played a central role in the design process, from mood boards and body measurements to reviewing 3D models and visiting the manufacturing site for final approvals.

From the outset, both Primark and Sophie wanted to ensure the mannequin pose would be representative of a manual wheelchair user. In tandem, Primark’s store design team worked with Sophie to develop a bespoke manual wheelchair prop that would work perfectly with the mannequin and be sturdy enough to withstand Primark’s busy stores.

Sophie Morgan, co-creator of the mannequin, said: "This project is incredibly close to my heart - it’s been over 15 years in the making. To be able to go into a major high street retailer like Primark and see a mannequin that looks like me is deeply emotional. ‘Sophie’ represents more than just a mannequin; she’s a symbol of progress and visibility. Working with Primark to create her has been a dream; every detail, from her posture to the design of the wheelchair as a natural extension of the body has been carefully considered to reflect the real lives of wheelchair users. I can’t wait to see how people respond to her.”

Penneys introduces extra comfort clothing for Kids

Penneys has also announced the latest updates to its kidswear range, which brings extra comfort and sensory-friendly features into core clothing lines as standard. Following feedback from parents and carers about some of the sensory challenges associated with traditional clothing features, Penneys is aiming to address and remove barriers when it comes to kids clothing so its ranges work harder for more people.

Across its kids ranges, Penneys is removing neck labels from the backs of t-shirts, sweatshirts, hoodies and pyjamas. Ahead of the back-to-school season, hundreds of its most popular tops and nightwear options will now come with printed neck labels - this means more than 50% of Penneys’ kids’ clothing will now be neck label free, including almost 70% of pyjamas. The retailer is also introducing a range of seamless and flat seam socks, as seams in socks were identified as another common source of discomfort for kids. By selecting styles made from soft fabrics like 100% cotton t-shirts and tops; to everyday sweatshirts and joggers, the retailer aims to make every day dressing that little bit simpler, all at the price it’s famous for.

These enhancements to the kidswear collection are the latest in a series of inclusive initiatives that reinforce Penneys’ accessibility commitments. From adaptive clothing and inclusive mannequins to small but impactful design changes in children’s basics, Penneys is committed to meeting the diverse needs of its customers without compromising on affordability. Earlier this summer, Penneys launched its latest Pulse of the Nation Index which focused on consumers attitudes to disability and accessible fashion, unveiling that 40% of the general public believe disabled people are treated unfairly in Ireland, and almost six in 10 agree that disabled people face limited options when buying clothes.