A woman went into labour outside her local Primark in Birmingham on Tuesday after shopping for a few bargains in the store.
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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: