Newbie, the Swedish lifestyle brand for children, is opening a 900 sq ft store at Meadowhall, Sheffield’s leading shopping and leisure destination. The new shop marks one of Newbie’s first to open in the UK outside of London.

The Newbie summer bus, which acts as a mobile, digital and social showroom for the brand and is currently touring the UK, will also arrive at Meadowhall on 29 August until 1 September.

Meadowhall is enjoying its twelfth consecutive month of year-on-year footfall growth.

Newbie is one of four new retailers to recently sign leases at the British Land-owned centre. Lovisa, the fashionable jewellery specialist, will also open a 700 sq. ft shop where it will showcase its latest fit-out concept. Meanwhile, home and body cosmetics brand Rituals and fashion retailer Hobbs have opened 1,000 and 2,000 sq. ft stores respectively.

The shopping centre has recorded a 6% increase in footfall since 2018.

Meadowhall is also reaping the benefits of a late-night programme. Over 2 million people have visited the centre after 4pm since January. Other new initiatives include The Meadowhall Sessions, a series of evening workshops, plus The Post Room, the UK’s first dedicated selfie attraction. The Post Room alone has received over 131,000 visitors since its opening in April.

Commenting is Ben Grose, head of retail leasing. “Despite tough market challenges, Meadowhall continues to draw in exciting new brands and increasing numbers of shoppers. This demonstrates the strong appeal of the best retail destinations.”

The centre’s latest retailers join a host of other brands including Godiva, Flannels and Tag Heuer; all of which have opened at Meadowhall following an extensive £60 million refurbishment programme. In addition, a further £46 million has been invested in store upgrades by nearly 80 brands.