Newbie, the Swedish lifestyle brand specialising in Children’s apparel expands its UK presence, opening in London’s Canary Wharf on Thursday 26 September, followed closely by a new store in Brent Cross on 17 October and Guildford on 31 October.

This brings the brand’s presence in the UK to a total of seven stores, reflecting the brand’s commitment to growth in a market that shows significant potential. This move aligns with the brand’s broader expansion strategy to enhance its footprint in the European market.

“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,” says Thomas Kusoffsky, Vice President of Newbie.

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.

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 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,” adds Kusoffsky.

Heidi Pathiaki, UK Area Manager for Newbie, commented on the forthcoming openings:“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.”

Sustainability is and has always been at the very heart of Newbie and their nostalgic styles are designed to outlast trends and span the seasons. ‘PreLoved’ gives beloved Newbie pieces a new life where customers can bring Newbie clothes to the store and in return, they will receive store credit, offering a percentage reduction on their next purchase. This circular fashion model gives these cherished pieces a second life with a new family.

The Newbie Canary Wharf store in the Cabot Place shopping centre opens on Thursday, 26 September at 10am, and Newbie are offering a 15% discount throughout the opening weekend (26 – 29  September), with exclusive goody bags for the first 100 customers on the opening day.