The theory of inclusive design tends to require user involvement and iterative assessment throughout the whole design process. However, in an industrial context, companies are restricted by design constraints such as time and cost. Through investigating eight projects focusing on inclusive design, the authors highlight discrepancies between theoretical models and industry practice and analyse the underlying reasons. Related issues such as bottom-up design approaches and estimates of design exclusion are also discussed. It is concluded that a change of attitudes towards people with disabilities by people commissioning, as well as performing, design and the provision of design support tools are necessary to bring inclusive design theory and practice closer together.