George at Asda launches special range for premature babies

The first supermarket range of premature baby clothes has just been launched by George at Asda.

Working in partnership with Tommy’s, the store is aiming to help the 90 per cent of parents who find there is a lack of easily available premature baby clothing.

The practicalities of dealing with the medical equipment early babies need also worries 55 per cent of parents. Designers have taken these worries into considers, by adding flat open-out features, extra poppers and irritation free seams.

Spokesperson for George at Asda, Fiona Lambert said: “When we first visited St. Thomas’ hospital to speak to midwives and hold focus groups it became clear quite quickly that parents of premature babies struggle to find suitable and affordable clothing. Our new range is full of beautiful designs and has been specifically created around the needs of premature babies so parents can rest assured that they are giving their baby the very best from a brand they trust.”

The new range of clothing will be suitable for babies who are born weighing from just 1lb. The range will be stocked in 70 Asda stores across the UK.

Around 8 per cent – 60,000 – of non-multiple births in the UK are premature deliveries.

Asda will be donating 10 per cent from the sale of each garment to Tommies, enabling them to continue their research and support for families with premature babies.

The range will start at £5 for three body suits.