{"id":328069,"date":"2025-08-08T14:19:17","date_gmt":"2025-08-08T14:19:17","guid":{"rendered":"https:\/\/www.europesays.com\/uk\/328069\/"},"modified":"2025-08-08T14:19:17","modified_gmt":"2025-08-08T14:19:17","slug":"primarks-15-years-in-the-making-change-introduced-to-liverpool-store","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/uk\/328069\/","title":{"rendered":"Primark’s ’15 years in the making’ change introduced to Liverpool store"},"content":{"rendered":"

As well as coming to Liverpool, the change can be found in Manchester, Birmingham and Leeds\"PrimarkPrimark shoppers on Church Street, Liverpool(Image: Liverpool Echo)<\/p>\n

Primark has introduced a change to its stores that has been \u201c15 years in the making\u201d. The high-street titan has unveiled its first seated mannequin designed to represent a manual wheelchair user, as part of its ongoing commitment to inclusion and better representation.<\/a><\/p>\n

Named “Sophie”, the mannequin was inspired by and co-created with British television presenter, disability advocate and wheelchair user, Sophie Morgan.<\/p>\n

Launching initially in 22 flagship stores across nine countries, including Liverpool, “Sophie” will take centre stage in displays showcasing Primark\u2019s Adaptive range<\/a>, the collection designed specifically for those with disabilities.<\/p>\n

The journey to bring the mannequin to life spanned over a year and was led by Primark\u2019s visual merchandising team. Sophie 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.<\/p>\n

\"BritishBritish television presenter, disability advocate and wheelchair user, Sophie Morgan partnered with Primark for the project(Image: Primark)<\/p>\n

From the outset, both Primark and Sophie wanted to ensure the mannequin pose would be representative of a manual wheelchair user. In tandem, Primark\u2019s 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\u2019s busy stores.<\/a><\/p>\n

Sophie Morgan, co-creator of the mannequin, said: “This project is incredibly close to my heart – it\u2019s 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. \u2018Sophie\u2019 represents more than just a mannequin, she\u2019s a symbol of progress and visibility.<\/p>\n

“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\u2019t wait to see how people respond to her.\u201d<\/p>\n

\"TheThe fashion chain hopes this marks ‘another important milestone’ in the brand’s inclusivity goals(Image: Primark)<\/p>\n

The launch is part of a broader effort by Primark to bring more diversity to its mannequin range and reflect a wider variety of body sizes in store.<\/p>\n

The launch follows the introduction of Primark\u2019s Adaptive range in January which includes wardrobe staples based on Primark\u2019s bestsellers, from trench coats and tees to jumpers and jeans.<\/p>\n

These include magnetic zippers, snap fastenings, waist loops and hidden openings for tube, stoma or catheter access. There is also a range of options for people who are seated, such as wheelchair users.<\/p>\n

Ann-Marie Cregan, trading director at Primark, said: \u201cThis 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\u2019ve worked hard to better represent the diverse communities who shop with us.<\/p>\n

“Seeing the ‘Sophie’ mannequin in our stores is a proud moment and a reflection of the brilliant collaboration between our teams and Sophie.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"As well as coming to Liverpool, the change can be found in Manchester, Birmingham and LeedsPrimark shoppers on…\n","protected":false},"author":2,"featured_media":291830,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8815],"tags":[748,347,393,4884,179,488,246,16,15],"class_list":{"0":"post-328069","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-liverpool","8":"tag-britain","9":"tag-disability","10":"tag-england","11":"tag-great-britain","12":"tag-liverpool","13":"tag-primark","14":"tag-shopping","15":"tag-uk","16":"tag-united-kingdom"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@uk\/114993585603158889","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/328069","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/comments?post=328069"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/328069\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media\/291830"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media?parent=328069"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/categories?post=328069"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/tags?post=328069"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}