Tuesday, 11 March 2014

George at Asda launches first supermarket range of premature baby clothing in partnership with Tommy's. Also, NEW luxury baby clothing specifically designed for those with sensitive skin.

I was  very excited to receive this news recently that Asda, teamed with Tommy's have launched a range of premature baby clothes. Whilst there are other high street stores that offer premature baby clothing, Asda have introduced a range that is very competitively priced too. 

Over 1/2 of multiple and 8% of single births are premature in the UK every year. 90% of parents say there is a lack of premature baby clothing available and 55% worry that regular clothing will interfere with their baby's medical equipment. 

The new range from George at Asda will be the most affordable on the High Street and 10% from the sale of each garment will be donated to Tommy's to fund research and support families with premature babies. 

The new range will cater for babies who are born weighing anything from just 1lb to 5lbs. It has been in development for over a year alongside Tommy's midwives to ensure it meets the care needs of the 60,000 premature babies born in the UK every year.

Premature baby 3 pack vests avaible in blue and pink sets

Georges collection is available now and will be stocked in 70 Asda stores nationwide, specifically pin-pointed in stores that are within a short distance of the nation's specialist neonatal hospitals. The range will also be available for next day delivery and click and collect on George.com so parents can spend minimum time worrying about clothing and maximum time with their new baby. 

Three pack of sleepsuits in pink or white. Also available in a blue set. 

Georges range also includes special features such as a flat open-out fitting, extra poppers and irritation free seams to ensure clothing is comfortable and easy to secure around medical equipment. 

Showing the size of a George at Asda premature baby vest

George at Asda baby jacket

Finding clothes to fit their baby is not the only concern to parents with 60% of parents surveyed* agreeing that premature baby clothing is too expensive.  Georges range starts at just £5 for three bodysuits which is excellent value compared to other retailers. 

Parents also said that the high cost of premature baby clothes also put extra stress on an already stressful time and a quarter of those parents surveyed said they had to travel long distances away from the hospital to find suitable clothes when they could have been at their baby's side. 

Brand director for George, 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.” 
Emma-Lees Laing, Midwifery Manager at Tommy’s said:
Premature babies can spend many weeks in hospital being cared for by medical staff, and often dressing their baby is one of the few ways that parents can care for their newborn. However, getting clothes to fit a 3lb baby is a real struggle and often parents are reliant on hospital gowns or nothing at all. This new affordable range means that parents will be able to choose clothes for their children in the same way as other parents, dress them in clothes personal to them, and start the journey of daily care for their baby.”

*Survey commissioned by George and Tommy's of over 200 parents of premature babies.

In its continued commitment to providing the very best products for babies and supporting mums, George will also be launching a brand new range of luxury baby clothing specifically for those with sensitive skin which uses the revolutionary Dreamskin technology and will be the first high street range of its kind to market. 
The range has been applied with a special polymer widely used in the medical and cosmetic industry to help babies who have particularly sensitive, dry or irritable skin, suffer with eczema or dribble rash.
The Dreamskin polymer manages and controls the skin's moisture levels leaving it in the best possible condition; soft, supple and smooth. The collection will be available exclusively in selected George stores and George.com from the 10th March and prices start from just £5.

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