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We're launching a premature baby clothing range with Tommy's

We’re delighted to announce that we’ve just launched our first ever range of clothing specifically designed for premature babies.

George Premature Baby Clothing Range

Our new George at Asda range is the first supermarket premature baby clothing designed to fit babies who weigh between 1lb and 5lbs.

We’ve been working on the range for the past year in partnership with midwives from baby charity Tommy’s. We’ll be donating 10% from the sale of each garment to Tommy’s to help fund research and support families with premature babies.

Although there are 60,000 babies who are born prematurely each year it can be difficult to find clothing to fit – and specialist premature baby clothing can be expensive.

So we wanted to create a range that is affordable as well as practical. The range includes special features such as flat open-out fitting, extra poppers and irritation-free seams to make sure the clothes are comfortable and easy to secure around medical equipment.

Heidi Livesey, an ambulance driver in Nottinghamshire who gave birth to her daughter Ebony at 26 weeks weighing just 1lbs 1oz, said: "Ebony didn’t have clothes for at least month, partly because of all the tubes and wires, but also because everything was just too big for her. My mum made clothes specially to fit her, and I was also lucky enough to have friends that knitted hats for her.

“Affordable clothing for premature babies means parents will have one less thing to worry about and will solve the problem of being able to clothe your baby properly during their first vulnerable months of life.”

The range is available at 70 Asda stores – all close to specialist neonatal hospitals.

You can also order for next day delivery and Click & Collect from George.com with prices starting from £3 for baby jackets and £5 for a three-pack of bodysuits.

Posted in News & Blogs on 09 March 2014
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