Newbie continues rapid UK retail expansion with 11th store in West London

Swedish childrenswear brand Newbie has opened its 11th UK store at 48 The Broadway in Ealing, West London, as its ‘strategic’ retail expansion continues at pace.

It adds to three other UK store openings for the Kappahl Group-owned brand this year, following stores at The Glades in Bromley in May, King Edward Court in Windsor in June and at The Lexicon in Bracknell in July.

In 2024, Newbie also opened stores at Canary Wharf, at Brent Cross and in Guildford, which added to existing stores at Westfield London (White City) and Bluewater, as well as on Northcote Road and in Richmond.

Thomas Kusoffsky, Vice President of Newbie, said: “We are very proud of Newbie’s development in the UK. Our stores play a vital role in customer experience – they allow us to meet our customers, build relationships and create that magical feeling that lies at the heart of Newbie.

“Opening another store in the London area is an important step in Newbie’s continued growth journey.”

The new 1,431 sq ft Ealing Broadway store is now offering a complete wardrobe for children aged 0 months to 8 years, featuring hand-drawn patterns and a soft colour palette inspired by nature with a clear focus on sustainability.

All collections are made of high quality materials such as organic cotton and RWS-certified wool, and are “designed for longevity”, allowing them to be passed down through generations.

Newbie’s latest Christmas collection features gingham checks, winter jumpers, red dresses and outfits for the festive season.

In addition to children’s clothing, the brand also offers a Newbie Woman collection, providing matching outfits for mothers and children, enhancing the brand’s appeal to families.

The Newbie ‘Room Collection’ further diversifies the product range, featuring storage solutions and decorative items “that transform children’s spaces into imaginative environments”.

Kusoffsky added: “We see strong engagement from our UK customers who value our combination of Swedish design, quality and accessibility. Our goal is to continue growing, always with care and a long-term perspective.”

In addition to new store openings, Newbie is also strengthening its digital presence across Europe through selected third-party partnerships, including an e-commerce website in Germany, which launched earlier this year.