The Swedish lifestyle brand Newbie has officially opened a new store at Ealing Broadway in London on Thursday 20 November 2025. The brand focuses on carefully crafted clothing for babies, children and women, designed with a timeless aesthetic and a nostalgic style.
Newbie’s expansion in the UK gathers momentum this year with earlier new openings in Bromley, Windsor and Bracknell.
Thomas Kusoffsky, Vice President of Newbie, said:
“We are very proud of Newbie’s development in the UK. 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 continued growth journey.”
Positioned in the affordable premium segment, Newbie creates collections aimed at longevity and optional hand-down wear, aligned with its brand promise of Nostalgic style made to last. As part of its sustainability initiatives, the brand offers a PreLoved programme, in which previously loved garments are given a new lease of life.
In addition to children’s clothing, the brand’s UK website offers a Newbie Woman collection, enabling matching mother and child outfits. The Newbie Room Collection extends the offering into home décor and storage solutions aimed at children’s spaces.
Beyond the UK store openings, Newbie is continuing its growth across Europe. The brand, owned by the Kappahl Group, earlier this year launched a local e-commerce site in Germany and is strengthening its digital and third-party partnerships to increase accessibility to families in multiple markets.
Kusoffsky added:
“We see strong engagement from our UK customers, who value our combination of Swedish design, quality and accessibility. Our goal is to continue growing, always with care and a long-term perspective.”
