Newbie ramps up UK expansion with three new stores

Swedish childrenswear brand Newbie has today opened a new store at the Cabot Place shopping centre in Canary Wharf, with two further stores opening at Brent Cross on 17 October and in Guildford on 31 October, as its UK expansion gathers pace.

Newbie, which was founded in Gothenburg, Sweden, in 2010 and is part of the Kappahl Group, already has four stores in London and the south, located at Westfield White City, Northcote Road in Battersea, Richmond and Bluewater shopping centre in Kent.

The latest openings align with the brand’s broader expansion strategy to enhance its footprint in the European market, where it currently has a total of 25 stores across Sweden, Norway, Finland, Poland and the UK.

Thomas Kusoffsky, Vice President of Newbie, said: "We recognise the substantial opportunity within the British market, where Newbie has garnered a strong reputation. Our timeless and nostalgic designs resonate well with customers, alongside our commitment to sustainability.

"The new stores are crucial to our growth strategy, and we will continue to focus on expanding our presence in the London area while enhancing our online business across the UK."

Heidi Pathiaki, UK Area Manager for Newbie, added: "We are particularly excited about our first store in Canary Wharf and the upcoming locations in Brent Cross and Guildford.

"Newbie’s stores are designed to provide a calming shopping experience, and with the introduction of our second-hand concept, ‘PreLoved’, we aim to promote sustainability by encouraging customers to trade in their used garments."

The retailer offers 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 like organic cotton and RWS-certified wool and are “designed for longevity” - allowing them to be passed down through generations.

In addition to children’s clothing, Newbie 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.

The ‘PreLoved’ concept gives Newbie pieces a new life. Customers can take Newbie clothes into a store and in return receive store credit – with a percentage reduction on their next purchase.

From today, 26 September, though to 29 September, Newbie is offering a 15% discount on any purchases at the new Canary Wharf store. Exclusive goody bags are also on offer for the first 100 customers today.