Overview

• Sophie, the first seated wheelchair-user mannequin, has joined Primark’s displays in 22 flagship stores across nine countries, including Oxford Street East, Birmingham, Manchester, Liverpool, and Leeds.
• The life-size model was developed over more than a year by Primark’s Visual Merchandising team in close collaboration with Sophie Morgan, who helped shape mood boards, body measurements, 3D prototypes, and final approvals.
• Sophie anchors displays for Primark’s Adaptive range, introduced in January with magnetic zippers, snap fastenings, waist loops, and hidden access points for tubes, stomas, or catheters, as well as styles tailored for seated customers.
• Ann-Marie Cregan, Primark’s trading director, described the launch as a key milestone in the retailer’s 2024 accessibility commitments, which also encompass inclusive product adaptations, store environments, and diverse campaign representation.
• Earlier this week, Primark rolled out comfort-focused updates to its kidswear lines—removing neck labels from over half its garments and launching seamless, flat-seam socks—as part of its ongoing push for retail inclusivity.