After the 'cry for help' label scandal came to light, there's finally some positive news for Primark...
A woman went into labour outside her local Primark in Birmingham on Tuesday after shopping for a few bargains in the store.
Reports say the labour only lasted 10 minutes and both mother and newborn baby girl did incredibly well considering the unplanned labour happened in a less than private location.
After an ambulance was called, the Primark security guards on shift were quick to bring the woman sheets and towels to give her some well needed privacy and make her as comfortable as they could before she was whisked away to City Hospital.
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Metro reports a West Midlands Ambulance Service spokesperson confirmed both mother and baby are "doing OK."
There's no denying that Primark handled this well and after endless bad press, this happy-making event can only be a good thing for the high street brand.
The question is, will the bargain retailer outdo themselves and send the mother and baby a few freebies? It might be a good brand-building idea, especially as the unexpected birth received a lot of attention from passers by...
Find out more on the shocking 'cry for help' news below: