Primark sets aside space for breastfeeding in German stores

Primark is setting up special “Mom’s Rooms” in 26 German stores where mothers can breastfeed or pump in peace. The fashion chain is thus responding to a need it identified through its own research.

Mom’s Rooms

More than half of the mothers surveyed said that the lack of a quiet place had made a store visit difficult at some point. About three out of four would like to be able to voluntarily use a separate room while shopping. The Mom’s Rooms will be located near the fitting rooms and will feature, among other things, a seat and extra privacy.

Primark does emphasize, however, that the initiative is not intended to discourage public breastfeeding. “Every mother should be able to decide for herself where and how she breastfeeds her child,” says Karolina Klingenberg, spokesperson for Primark Germany and Austria. Primark currently has 28 stores in Germany, so only two stores are not (yet) participating.

For substantive support, Primark is collaborating with the German family organization Wellcome. Through QR codes in the spaces, mothers also have access to advice and tips. Primark also plans to roll out the concept beyond its own stores. The retailer is inviting other stores, restaurants, shopping centers, and public institutions to make breastfeeding-friendly spaces more visible.