Primark will create dedicated breastfeeding spaces in 26 of its 28 stores in Germany. The new "Mom's Rooms" will be located next to the fitting rooms and will include seating and greater privacy, allowing mothers to breastfeed or express milk while shopping.
The measure stems from a study conducted by the retailer itself, according to which more than half of the mothers surveyed stated that they had already experienced difficulties during a visit to a store due to the lack of a quiet space.
About three in four also said they would like to have the option of voluntarily using a separate room while shopping.
Partnership with an organization that supports families.
The company emphasizes that the creation of these spaces is not intended to discourage breastfeeding in public. "Every mother should be able to decide for herself where and how she breastfeeds her child ," says Karolina Klingenberg, spokesperson for Primark in Germany and Austria.
To develop the concept, Primark is working with the German organization Wellcome, which specializes in supporting families. Through QR codes available inside the Mom's Rooms, mothers will also be able to access advice and additional information.
The retailer also intends to take the concept beyond its own stores and is encouraging other commercial establishments, restaurants, shopping centers, and public institutions to make breastfeeding-friendly spaces more visible.
