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Swedish childrenswear brand Newbie boosts UK expansion with new stores

24 Sep '24

3 min read

Pic: Kappahl Group's/Cision

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Newbie, Kappahl Group's sustainable children's brand, is expanding in the UK with three new London-area stores in Canary Wharf, Brent Cross, and Guildford, growing its UK presence to seven stores.
Known for its timeless, eco-friendly collections, Newbie aims to expand both physical and online retail, with a focus on sustainability through initiatives like PreLoved, offering second-hand clothing.

The Kappahl Group’s brand, Newbie, continues its growth journey with the opening of three new stores in the London area this autumn. This expansion is part of Newbie's strategy to establish more standalone stores in the European market.

Newbie first launched in the UK in 2017 and currently operates four stores. Starting this autumn, that number will increase to seven with the addition of three new locations across the London area. The new stores will open in Canary Wharf, Brent Cross in London, and Guildford, just outside of London.

“We see great potential in the UK market, as Newbie is a much-loved brand here. Customers appreciate our timeless and nostalgic style, but also our values and genuine commitment to sustainability,” says Thomas Kusoffsky, Vice President of Newbie at Kappahl Group.

Newbie is known for its enduring style with a clear focus on sustainability. The color palette is soft, the patterns are hand-drawn, and the garments are designed to be passed down from child to child. Every collection is made with high-quality, sustainable materials; all cotton is organic, and all wool is RWS-certified. Newbie offers a complete wardrobe for children aged 0–8 years, Newbie Woman clothing for women, and beautiful interior details for children's rooms, including wallpapers and textiles. Newbie stores are already present in all countries where Kappahl operates, including Norway, Finland, Poland, and Sweden. The brand is also available online in most European countries, as well as in China and Japan. The UK stores are a key part of Newbie’s plan to expand its presence in the European market with more standalone stores.

“These new stores are important milestones in our growth journey, and we aim to focus primarily on further expansion in the London area while also enhancing our online business across the UK,” Kusoffsky added.

Heidi Pathiaki, UK Area Manager for Newbie, is excited to open three new stores in the UK and welcome even more customers into Newbie’s world:

“We are particularly thrilled about our first opening in Canary Wharf, and the upcoming launches in Brent Cross and Guildford. Newbie stores are known for their beautiful, calming, 'green space' interiors, enhancing the relaxed shopping experience for our customers– now, we can finally offer that to even more customers. We will also introduce our second-hand concept, PreLoved, in the new stores, where customers can trade in their used Newbie garments, helping extend the life of our clothes and ensuring they reach new wearers.”