Primark has launched its first adaptive product range as it aims to make clothing for disabled people more accessible and affordable.
The adaptive lingerie collection features four items with magnetic closures – a seam-free bra, lace bralette, brief and period pants brief – ranging from £8 to £10.
Available in sizes 2XS to 2XL, the range has been co-designed with technical specialists and informed by the experiences and views of disabled people, according to Primark.
Alongside the new collection, the retailer said it would review its stores and operations to look at ways it can provide a better service and more welcoming experience for disabled customers and staff.
The business pledged to introduce more adaptive items and apply inclusive design to more of its product ranges.
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The news comes as research from Primark and the Research Institute for Disabled Consumers revealed 62% of disabled shoppers found it difficult to find clothes they feel happy and comfortable in due to their disability.
Although 77% said adaptive clothing was essential to, or significantly improved their quality of life, only 25% said they currently wore it due to barriers including affordability and accessibility.
Primark head of diversity and inclusion Charlie Magadah-Williams said: “Primark was founded with the ambition of making fashion more affordable for everyone, and that means representing and responding to the different needs of all our customers.
“As we’ve grown, our ranges have expanded and we’re proud to be taking specialist products that are typically more expensive and only available online, and offering them at affordable prices on the high street.”
Magadah-Williams said the adaptive lingerie collection had been two years in the making and that it had “big ambitions to go further”.
“This is more than a new range for us – it’s the start of looking at how we are supporting our disabled customers and colleagues and understanding what more we can do to make Primark a more accessible place to work and shop,” she added.
The collection is available across 64 Primark stores in the UK in-store or via click and collect.
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