Premature Baby Collection Launch

We’re really proud to introduce our new premature baby collection, specifically designed for babies born prematurely.

Sadly, more than 1 in 10 babies globally* are born prematurely. To be able to find and access baby clothes with the right fit and function is a challenge we knew lots of parents were facing. It can also be an expensive and worrying time, so we felt we could make a difference in this space by introducing a Primark-priced range.

To better understand what would help, we talked to parents who have experienced preterm births who told us first hand of the challenges they faced to find affordable clothes and they explained some of the extra requirements that tiny babies need in what they wear.

Buyer on our Baby team, Beth Honeyborne, then kicked off a development process which took 18 months

“We knew now that we could really make a difference but also that there is no more precious customer than a tiny baby, so we had to make sure the products suited all of their needs. Our technical product research team worked with my team and I in babywear to make sure we were designing and manufacturing a high-quality range that was fit for purpose. The feedback from parents who have experienced preterm births played a huge part in the process. In addition, the range is of the highest quality and produced by specifically selected suppliers with the highest care and attention to detail.

“Our premature baby bodysuits and sleepsuits open out completely flat to make dressing premature babies as easy as possible. These items also feature flat seams and soft touch velcro. All products include removable labels to ensure extra comfort and to protect the very delicate skin of premature babies. It's been an inspiring and proud experience for all of us at Primark who have worked to bring this to life, and we can’t wait to make it available to everyone who needs it”.