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M&S
Baby boden
H&m all wear well in my experience and wash nicely
Tu at sainsbury are nice and soft, good price especially for sleepsuits and vests
George at asda are good for the basics and later on playwear though I find don't wear as well as other places, may just be me!
I'm a big fan of ebay too, I picked up some lovely handmade cardigans, baby mori muslins (super soft!) and baby boden outfits, also mamas and papas bits and sleeping bags on there
It depends what you like really, zara do some cute bits but pricey for what they are as sizes can be a bit funny I find
Muslins from tk maxx/homesense too, always lovely designs and you get 3 in a set or so and cheaper than usual
John Lewis again are nice quality