Newbie expands into ten new markets

Newbie expands into ten new markets

With the brand’s dedicated global following, there has been great interest in Newbie opening in more countries. And this has now happened. In late April, was launched in ten new markets.

“In line with our expansion plan and to meet the high demand for our amazing Newbie brand, we have chosen to launch in another ten countries. Our online retailing launched in late April is a first step in a larger-scale launch,” said Claes Meldgaard, Vice President Sales Kappahl.

The new markets with online retailing are Austria, Belgium, Czechia, France, Latvia, Lithuania, Luxembourg, the Netherlands, Portugal, and Slovakia. Prior to this, Newbie has been available in Sweden, Norway, Finland, Poland, the UK and Denmark.

“So far, we’ve had a very good response and a great reception in the new markets, and many requests to launch Newbie in more countries. With ecommerce, we can grow our business and online presence, and we see incredible potential in both existing and future markets,” said Meldgaard.

Newbie represents a nostalgic, timeless style with a clear sustainability focus. The colour palette is soft, the prints hand-drawn, and the clothes are designed to be passed on from child to child. Every one of the collections is made of more sustainable materials, where all the cotton is organic and for the most part GOTS-certified. Newbie offers a full-range wardrobe for children aged 0-8 years, along with Newbie Woman and Newbie Room with beautiful interior design details for children’s nurseries and playrooms.

“Our customers show amazing dedication. And in our #newbielovers community, the brand has a huge following, outside of our existing markets, too. We have succeeded in creating a vital interaction with our followers in a two-way love story that is only growing stronger all the time. This makes us even more proud and pleased to be able to offer our beautiful brand to even more fans,” said Anne-Charlotte Lindquist, Brand and Assortment Manager Newbie.

“The next step is to analyse this launch and further develop to be able to offer the brand to even more countries in the near future,” Meldgaard said.

For more information and images, please contact
Mikaela Månsson, Communications Officer Kappahl,, +46-70 471 55 67

Newbie’s story began in 2010, when the designers at the Swedish fashion retail chain Kappahl created a babywear collection founded on the keywords timeless, sustainable and affordable, with a mission for the garments to be handed down from one generation to the next. Newbie came into being at just the right time and soon gained a cult following. A community of "Newbie lovers" instantly adopted the brand, and their dedication has influenced both the design and range and created a large second-hand market for the collection – all in line with Newbie's commitment to sustainability. Newbie is available in 16 online markets and has shops in Sweden, Norway, Finland, Poland and the UK. Newbie is a brand within the Swedish fashion group Kappahl. For more information, please visit