Newbie, the sustainable lifestyle brand within the Swedish fashion group Kappahl, opened a brand-new store in Ealing Broadway on 20 November 2025. Newbie, which offers clothing for babies, children and women, continues its strategic expansion in the UK this year, with Ealing Broadway marking its eleventh UK store following recent openings in Bromley, Windsor and Bracknell.
“We are very proud of Newbie’s development in the UK,” says Thomas Kusoffsky, vice president of Newbie. “Our stores play a vital role in customer experience – they allow us to meet our customers, build relationships, and create that magical feeling that lies at the heart of Newbie. Opening another store in the London area is an important step in Newbie’s growth journey.”
Newbie creates collections with a timeless design and nostalgic style. Through initiatives such as Newbie PreLoved, where previously loved garments are given new life, the brand extends the lifespan of its collections and inspires families to make conscious choices. Pieces feature hand-drawn patterns and a soft colour palette taking inspiration from nature, with a clear focus on sustainability. All collections use high-quality materials, like organic cotton and RWS-certified wool.
The 133 sq. m Newbie store at Ealing Broadway offers a complete wardrobe for children aged 0 months to 8 years.
In addition to children’s clothing, the Newbie website 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.
With the new store in the London area, Newbie continues to grow across Europe. In addition to new store openings, the brand is strengthening its digital presence through selected third-party partnerships and a local ecommerce site in Germany, launched earlier this year. Together, these initiatives make Newbie more accessible to families across markets and reflect the brand’s ambition to offer a seamless experience – both online and in-store.
“We see strong engagement from our UK customers, who value our combination of Swedish design, quality and accessibility,” concludes Kusoffsky. “Our goal is to continue growing, always with care and a long-term perspective.”
For further information on Newbie, please click here.