Kappahl makes the Newbie brand a separate business unit and appoints Thomas Kusoffsky as its Vice President

Kappahl is turning the Newbie brand into a separate business unit. To lead the new business unit, Thomas Kusoffsky has been appointed Vice President of Newbie. Kusoffsky, who was previously the CEO of Smarteyes, will join Kappahl in the Fall. The new organizational structure will be implemented from June 1st.

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- Kappahl is in a phase where we want to take the next step in developing our organization on our growth journey. Our brands Kappahl and Newbie have different potential, and we want to maximize this potential. Therefore, we are now making Newbie a separate business unit with full responsibility for the Newbie brand," says Elisabeth Peregi, President and CEO of Kappahl.

The new organisational structure will be introduced from 1 June.

- I am very pleased to welcome Thomas Kusoffsky to Kappahl and to this new role, which is an important part of our work to develop and further build our strong Newbie business. Thomas' leadership and brand experience will be an important ingredient in leading Newbie towards new successes and future expansion, continues Elisabeth Peregi.

Thomas Kusoffsky is 51 years old and has for the past ten years been President and CEO of the optical chain Smarteyes. With a background in the advertising industry and experience in leadership and branding, he has held various leadership positions in retail, including marketing manager at Willys/Axfood and creative director at Stadium.

- Newbie has great potential and is a fantastic brand. This role has all the parts I am passionate about; to get the opportunity to build a new team, but also to develop one of the strongest brands in the children's clothing category. Kappahl is in an exciting process of change, and I look forward to contributing to that development," says Thomas Kusoffsky, incoming Vice President of Newbie.

The story of Newbie begins when the designers of the Kappahl fashion chain in 2010 created a baby collection with the keywords timeless, sustainable and affordable and with the idea that the garments could be inherited between generations. Newbie was just right in time and took hold virally. There and then, many "Newbie lovers" embraced the brand and their commitment has influenced both design and range and created an extensive second-hand market for the collection – which is completely in line with Newbie's focus on sustainability. Newbie is available in over 20 online markets and has stores in Sweden, Norway, Finland, Poland and England. Newbie is a brand within the Swedish fashion group Kappahl. More information on newbie.com.