In February, Swedish fashion retailer KappAhl is launching a new brand for childrenswear. Marking the next step in KappAhl’s growth plan, the new childrenswear offering – Minories – is a ‘mindful clothing brand that speaks children’s language’.

KappAhl was founded in 1953 in Gothenburg and is a leading fashion chain in the Nordic region. It continues to consolidate its position as a retailer of quality children’s clothes; not least thanks to the success of its Newbie brand.

Today it has 380 KappAhl and Newbie stores in Sweden, Norway, Finland, Poland and the UK, together with Shop Online. Minories, however, is an entirely new label developed in-house by the fashion retailer’s own co-workers.

Commenting is Desiré Westerberg, vice president of business unit kids at KappAhl. “KappAhl is on the threshold of an exciting phase of growth. Minories is one of the initiatives that will help us to sharpen our brand portfolio even further. There is enormous energy in the company, with highly professional co-workers who have the skills to develop products that are relevant and who take the initiative for exciting, new brands.”

 

 

Minories makes a clear statement: ‘kindness is a super-power and gender stereotypes are super-boring.’

“Kids should be able to be kids,” explains Johanna Lannsjö, brand and assortment manager for Minories. “That’s how the idea behind Minories evolved. The Minories concept takes inspiration from the endless different personalities that exist among children. It embraces and encourages differences in a way that enables every child to express his or her own identity.”

Available for 0-8 years, the first collection will be released on 9 February under the banner of the Peas & Love Collection. A warm, cheery colour palette features shades of yellow, blue, red and khaki green. All of the print stories are hand-drawn by KappAhl’s designers and each collection tells a story that will appeal to children and parents alike.

Peas & Love offers garments ideal for play. For example, oversize sweatshirts, bodies and soft trousers – both woven and warp-knits. Plus, jersey denim garments, tricot skirts, dungarees and a dress. There are also accessories such as caps and rucksacks.

 

 

All of the garments have longevity in mind.

For instance, colours and prints that the wearer can combine from one collection with those from another. Other features enable the lengthening of garments, so children can wear them for longer.

The choice of materials and production parameters are also key. Minories only uses materials from more sustainable sources. For instance, GOTS-certified organic cotton and GRS-certified recycled polyester. Materials are also manufactured under fair and equitable conditions by a handful of suppliers with which KappAhl has a close working relationship.

Minories will be available online from 9 February 2021 and initially at four selected KappAhl stores.