What: Primark launches wheelchair user mannequins across 20 UK stores and plans international rollout, developed in partnership with disability advocate Sophie Morgan.

Why it is important: The partnership with a disability advocate for mannequin development shows how retailers can create authentic inclusive solutions, moving beyond superficial adaptations to meaningful representation.

Primark's collaboration with TV presenter and disability advocate Sophie Morgan has resulted in the development of a groundbreaking wheelchair user mannequin, named "Sophie". The initiative, representing a 12-month development project, will see the mannequins deployed across 20 major UK locations, including Manchester, Birmingham, Leeds, Liverpool and London's Oxford Street, with plans for further expansion into European, US and Irish markets. The mannequins will showcase Primark's adaptive range, the first permanent men's and women's collection for disabled people on the high street, launched in January in collaboration with designer Victoria Jenkins. The development process involved comprehensive input from Morgan, who contributed to everything from creating moodboards and providing body measurements to reviewing 3D models and giving final approvals at IDW's factory in Lithuania. This thorough approach to inclusive design demonstrates Primark's commitment to authentic representation in retail spaces.

IADS Notes: Primark's introduction of wheelchair user mannequins in July 2025 represents the latest milestone in the retail industry's growing commitment to inclusive design. This initiative builds upon Primark's successful launch of its adaptive clothing range earlier in January, which targeted an underserved market worth £400 billion. The retail sector has shown increasing momentum in accessibility initiatives, as seen by Westfield London's February 2025 introduction of a permanent sensory room for people with processing disorders, and Selfridges' expansion of its Quiet Hour program across all stores later in April. These developments collectively demonstrate how retailers are moving beyond symbolic gestures to create meaningful, permanent solutions for diverse consumer needs.

Primark unveils mannequin to represent wheelchair users