Overview

• Primark has removed neck labels from over 50% of its core children’s garments including nearly 70% of pyjamas to reduce sensory irritation.
• The new sock lineup includes seamless and flat-seam styles designed to eliminate common points of discomfort for sensory-sensitive wearers.
• Stores are marking ‘Extra Comfort’ items with distinct symbols on in-store signage to guide shoppers to sensory-friendly options.
• An online ‘sensory friendly’ filter on Primark’s website makes it easier to browse and order comfort-focused kidswear for click-and-collect.
• Selected Great Britain stores now offer low-sensory shopping hours every Saturday morning with reduced noise and no announcements.