Newbie continues UK retail expansion with seventh store in Guildford

Swedish childrenswear brand Newbie has opened its seventh UK store at The Friary shopping centre in Guildford, Surrey, as its retail roll-out continues apace.

In September, the Kappahl Group-owned brand opened a new store at the Cabot Place shopping centre in London’s Canary Wharf, while another store at Brent Cross opened last week.

They added to the brand’s other four stores at Westfield London, Northcote Road in Battersea, Richmond, and Bluewater shopping centre in Kent.

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.

Thomas Kusoffsky, Vice President of Newbie, said: “We are incredibly proud to open another store in the London area. This is a testament to our strong growth and the high interest in Newbie as a brand in the UK market.”

The reception to Newbie’s recent openings has “exceeded expectations”, further encouraging the brand’s expansion efforts.

Heidi Pathiaki, UK Manager for Newbie, added: “Our customers have warmly welcomed our new stores. It’s wonderful to see their positive reactions as they step into our beautiful stores and explore our collection.”

Newbie’s expansion in the UK is part of a long-term strategy to strengthen its presence in international markets and meet the growing demand for its products.

The brand plans to continue its growth trajectory, with additional store openings and local e-commerce initiatives across the European market on the horizon.

To celebrate the opening of the new Guildford store, Newbie is offering a 15% discount throughout the opening four days (21-24  November), with exclusive goody bags for the first 100 customers on the opening day.

Newbie was founded in 2010 when designers at the Nordic fashion retail chain Kappahl created a collection of affordable babywear, with the focus on “timeless and sustainable”. The brand now has a total of 26 stores across Sweden, Norway, Finland, Poland and the UK.