A mother and child survived a 15ft plunge down a lift shaft at the George store in Croydon.
The pair fell through the door of a lift marked out of order at the clothes retailer in Croydon's Whitgift Centre on Wednesday.
The woman is believed to be injured but both survived the fall and it is thought the baby boy - who is about a year old - may have been saved from the impact by his buggy.
Managers at the George store were investigating the incident. They said the lift was clearly marked out of order and were studying CCTV film.
A spokesman for ASDA, George's parent company, said: "I think the staff are pretty shocked about this, because the lift was sign-posted and there was a cordon around it. How the lady didn't notice, I do not know."
He added that an internal investigation had been launched, with managers looking for CCTV images of the incident. Do you know the woman involved in this incident? If so, email lisaw@london.newsquest.co.uk
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