Newbie’s UK retail expansion gathers pace with six new openings planned
Swedish childrenswear brand Newbie is opening a new store at The Glades shopping centre in Bromley on 22 May, which will be followed by a store in Windsor soon after and four more "in strategic locations" across London this year.
It means, by the end of this year, Newbie’s UK store count will have almost doubled from seven to 13 stores.
The Kappahl Group-owned brand kicked off its UK retail strategy in 2017 in Richmond, Surrey, then opened stores at Bluewater, Kent, Westfield London and on Northcote Road in Battersea in 2018. It then added stores in Canary Wharf, Brent Cross and Guilford in 2024.
Thomas Kusoffsky, Vice President at Newbie, said: "The British market is exciting and full of potential, and we are eagerly looking forward to continuing our growth journey here.
"Our British customers have given Newbie a very warm reception and they clearly appreciate our focus on timeless design, our nostalgic style and our ‘PreLoved’ concept.
"The UK is an important market in our global expansion strategy, as we aim to also establish the Newbie brand in more markets across Europe. At the beginning of 2025, we launched our online store in Germany."
Newbie 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", appealing to customers who favour sustainable fashion.
This month sees the launch of Newbie’s new ‘Summer Fields’ collection, which coincides with the new Bromley store opening. It features strawberry prints, playful ruffles and gingham checks in soft pink, yellow, and green.
In addition to its children’s clothing, Newbie offers a Newbie Woman collection, providing matching outfits for mothers and children.
The Newbie Room Collection further diversifies the product range, featuring storage solutions and decorative items "that transform children’s spaces into imaginative environments".
As well as the UK and Germany, and its home market of Sweden, Newbie sells in Belgium, Austria, the Netherlands, Finland, Denmark and Poland, as well as through e-commerce platform Zalando.
The company’s growth journey "will continue into 2026", with further expansions and strategic initiatives aimed at strengthening the brand internationally.
