Primark enhances kidswear with sensory-friendly features

Primark is taking steps to make its children’s clothing more inclusive and comfortable, aiming to offer a better wearing experience for a wider range of kids.

One of the key changes includes removing traditional neck labels from children’s clothing. The brand wants to ensure its garments feel soft and comfortable from the moment they’re worn. These updates will be part of Primark’s regular collections, not just special lines.

To help customers easily identify these updates, in-store tags labeled “Extra Comfort” will be used, and a “sensory friendly” filter will be added to the Primark website.

In addition, Primark is introducing seamless and flat seam socks to address discomfort caused by traditional sock seams. These improvements come after hearing from parents and caregivers who expressed concerns about sensory sensitivities in kids.

Through these efforts, Primark aims to make its children’s clothing more accessible and adaptable to varying needs. This move is part of the brand’s broader goal to improve inclusivity, both in its product offerings and shopping experience.

Ann Marie Cregan, Primark’s Trading Director, explained, “We want all kids to feel great in their clothes so they can focus on what’s important – being themselves. This is not about creating a separate range, but about rethinking our designs from the beginning. Small changes like removing neck labels or adding seamless socks can make a big difference. Our children’s clothing already offers great value, and we’re committed to continuing improvements by listening to parents.”