Kidswear from KappAhl’s brand Newbie can now be rented via Hyber

<p>Kidswear from KappAhl’s brand Newbie can now be rented via Hyber</p>

KappAhl has its sights set high when it comes to taking steps towards more sustainable and circular operations each year. As of 31 May, selected parts of Newbie’s assortment will be available to rent via rental service Hyber. The new collaboration is part of KappAhl’s work to make their clothing available to more people while lengthening the lifespan of the clothes in a step towards reducing the company’s environmental impact.

Every year, KappAhl strengthens its position as a supplier of affordable and responsible kidswear fit for life. As of 31 May, selected parts of Newbie’s assortment will also be available to rent via the rental service Hyber.

“To date, we have primarily sold KappAhl’s brands under our own auspices. Through Hyber, our products will be available to more people and the clothes will have a longer lifespan. Hyber’s services are highly rated by their customers and that seal of quality is crucial for our choice of partner,” says Desiré Westerberg, Vice President Business Unit Kids at KappAhl.

The partnership with Hyber is fully consistent with KappAhl’s ambitions to reduce the environment impact of its products in accordance with the UN’s 2030 Agenda for Sustainable Development and to inspire customers to make more sustainable choices.

“Adding services that fit the increased demand for solutions as a complement to consumption gives each garment the chance to have a longer lifespan. The service will also provide us with important feedback from parents and children for the continued development of our products,” says Desire Westerberg.

First out on Hyber will be products in the smallest sizes from KappAhl’s brand Newbie. Hyber and KappAhl plan to quickly launch other parts of the kidswear selection as well, and to offer the new, in-demand brand Minories and Kaxs’ functional clothing for rent at that time.
KappAhl’s business concept – to offer affordable, thoughtfully designed and responsibly made products in which to play and grow – matches Hyber’s ambitions to give families with children access to high-quality products in a more sustainable and economical way.

“It’s incredibly fun that a player as big and important as KappAhl has chosen to work with us at Hyber. We see huge potential in KappAhl’s brands and look forward to offering their strong selection to our customers,” says Douglas Heidergren, CEO at Hyber.

More on KappAhl clothing at Hyber

  • Newbie collections are designed with the keywords timeless, sustainable and value for money, working from the idea that the garments can be passed down from one generation to the next. The entire Newbie range is made from more sustainable materials and 100 percent of the cotton is organic.  To begin with, three different packages in sizes 50-62 (bodysuits, trousers, pyjamas, overalls, hats, socks and baby blankets) will be available on Hyber.

  • Minories is a conscientious brand that speaks the language of children. Inspired by kids’ different personalities, it encourages difference and gives every child the space to be themselves. Minories is aimed at young, playful kiddos aged 0-8. All pieces in the collection are designed with various clever features in order to last a long time and exclusively use materials from more sustainable sources.  

  • Kaxs is a series of functional outerwear in sizes up to 140 cl. Waterproof functional jackets and shell trousers are just some of the top-sellers. Simply put, everything kids need to stay dry and happy, no matter the season.

For more information, please contact
Olivia Beke Rothschild, co-founder Hyber, +46 (0)733-60 07 06,
Charlotte Högberg, Head Corporate Communications, KappAhl, +46 (0)704-71 56 31,

Hyber was founded in 2015 with the vision of becoming the most secure rental platform for children’s products. We can all do little things to make the planet a better place, and when lots of people pitch in together, we can make a big difference. Hyber was started for exactly that reason and together with thousands of Hybering families in Sweden, Hyber makes a remarkable difference for the planet. Hyber’s mission is to create trust in circular rentals so that more children can grow up with quality while doing the environment a favour.

KappAhl was founded in 1953 in Gothenburg and is a leading fashion chain in the Nordic region, with about 370 KappAhl and Newbie stores& Shop Online in Sweden, Norway, Finland, Denmark, Poland and the UK. The KappAhl team is made up of some 4,000 colleagues with diverse backgrounds, ages, skills and dress styles, at 400 workplaces in ten countries. Their common motivation is to offer fashion that fits a wide variety of people and lifestyles. A responsible fashion that that feels right, for our customers and for the world we live in. Today, 70% of the products are labelled as more sustainable and our goal is for 100% to be made of more sustainable materials by 2025. For more information, visit