Primark in Overgate has launched a new sensory-friendly shopping hour, marking another step in the retailer’s commitment to creating a more accessible shopping experience for all.
The initiative will see the first hour of trading at Primark in Overgate every Saturday, between 9am and 10am, adapted to better support customers with sensory sensitivities, including neurodivergent customers.
Everyone experiences the world differently, but this can be especially heightened for the neurodiverse community. They may be hypersensitive or under sensitive to their environment, or a mixture of the two. This might make a shopping experience overwhelming or stressful, and with this in mind Primark in Overgate has introduced a series of adjustments designed to create a calmer and more comfortable environment. These measures include:
Being Mindful with Noises
Refraining from calling customers to the till.
Turning off till sounds.
Refraining from using the tannoy during this hour.
Colleague awareness
Supporting customers with additional needs.
Accepting Support Cards.
Assistance Dogs
Assistance dogs will remain welcome at all times.
Pre Visit Support
Customers can visit the Primark website to plan their trip to the Dundee store.
The rollout follows a successful pilot across 26 stores UK-wide, where feedback from customers and colleagues helped shape the programme.
The launch forms part of the brand’s wider commitment to make Primark a more accessible place to work and shop. This includes offering more accessible products, creating inclusive store environments, fostering a culture of accessibility and ensuring diverse representation across its campaigns.
As part of this commitment, Primark offers an Adaptive clothing range, designed to make dressing easier and more comfortable for people with disabilities or temporary disabilities. The retailer recently launched its Summer 2026 collection, featuring the high street’s first adaptive swimwear range for women and men, available through Click & Collect at Overgate.
Primark has also introduced changes in its stores to create a more inclusive shopping experience. Last year, the retailer unveiled its first seated mannequin, co-created with disability advocate Sophie Morgan, while AccessAble Detailed Access Guides are available in-store to help Dundee customers plan their visits with confidence. Primark Dundee also offers accessible till points and fitting rooms.
Commenting, Malcolm Angus, Centre Manager, Overgate said:
“We congratulate Primark on these new measures which will ensure visitors to the Overgate store, who experience sensory sensitivities, will feel their shopping experience is enjoyable and inclusive. We know many customers will be delighted to know the store now has a dedicated Sensory Friendly Champion on hand to support them whenever they visit. It is a fantastic, positive development.
Kari Rodgers, UK Retail Director at Primark, added:
“Everyone should feel comfortable and confident when shopping in our stores. We know that for some customers, the busy nature of retail environments can be overwhelming, so we’re proud to be introducing sensory-friendly shopping hours across all our stores in Great Britain. The positive response to our pilot programme showed the difference small changes can make, and this rollout is an important step in ensuring Primark stores are welcoming and accessible spaces for all.”
