Eyewitnesses claim that a two-week-old infant has fallen off an escalator at a packed Primark store.
According to the Mirror, the retailer has acknowledged that an infant was involved in an incident on Monday at its Romford location in East London.
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In front of frightened Primark customers, a two-week-old infant fell down an escalator.
A shopper who witnessed the horror said she couldn't get the 'poor baby's scream out of her mind'.
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She had asked if anybody knew if the child was doing okay in a post on a local Facebook page.
Another social media user posted: 'A lady ran off into a changing room with her own baby because the baby's screams sent her into a panic attack, bless her. I hope the baby is OK.'
The kid was "just two weeks old," according to one person who claimed to know a store employee.
And several more people sent their best wishes for the newborn, according to MyLondon.
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"I do hope the poor baby is ok.
"It's difficult to control toddlers sometimes, but a baby?
"The parents must be devastated," wrote one Facebook user.
"Oh my god how did that happen hope the baby is ok," added another.
A Primark spokeswoman told the Mirror: 'We are aware of an incident that occurred in our Romford store on Monday.
'Our colleagues were on hand to provide assistance and support."
"We hope that the baby and the family are doing well."
On the baby's health, no details have been provided.
The baby's gender, health, or origin have not yet been revealed, along with any other information.
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My London approached the London Ambulance Service and the Met Police for comments; however, they could not provide any specifics on the event.