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Newbie opens first permanent store outside of London

Lauretta Roberts
30 August 2019

Newbie, the Swedish sustainable fashion and lifestyle brand for children, has opened its first permanent store outside of London at centre:mk in Milton Keynes.

Spanning a 1,377 sq ft unit, Newbie is located at 3 Sunset Walk, next to Oliver Bonas and Costa. Its opening at the centre follows on from the staging of a successful pop-up, which was staged as part of the Newbie On Tour summer initiative. 

Camilla Wernlund, International Expansion Manager, Newbie said: "Newbie continues to grow within the UK, with centre:mk being the first store outside of London and being the ideal destination for our next step. We were delighted with the response from Milton Keynes customers when we brought Newbie on Tour to the centre and we are thrilled to be continuing our relationship with the team for both our permanent store and returning pop-up and being able to move closer to our Newbie lovers in Milton Keynes.”

Ed Sellick, Asset Manager, Hermes Investment Management, on behalf of centre:mk joint owners, commented: “Newbie’s sustainable collection adds great value to the centre’s growing line-up of childrenswear, and appeals to shoppers that follow brands’ ethical behaviours - identified as ‘Hero Hunters’ within our 'Future Shopper' report.

“At centre:mk we recognise that consumers are becoming more conscious of what they are buying and are choosing brands that they want to be identified with. Welcoming Newbie to the centre responds to our customer’s buying behaviour and in turn Newbie’s choice of centre:mk for both their regional debut and first tour location highlights that this destination is the place to be to engage with conscientious consumers."

Part of the KappAhl Group, Newbie was established in 2010 and has 22 stores and online sales in Sweden, Norway, Finland, Poland and the UK. It is also opening a standalone store in Sheffield and the new openings join six existing stores in London, which have been opened since it arrived in the UK in 2017.

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