Jun 26, 2018
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Newbie adds King's Road pop-up concept store

Jun 26, 2018

KappAhl has opened a concept driven pop-up store for its Newbie kids chain on the King’s Road in London. It's the Swedish company’s fifth UK store but rather than being just a regular branch, it has a focus on innovation.


Camilla Wernlund, VP New Business at the company, who is leading the Newbie Store expansion, said the store “introduces several exciting new features - both in terms of events and inviting like-minded brands.”

Located at 110-112 King’s Road in Chelsea, it’s the largest Newbie Store so far (120 sq m) and it includes an events space “which will bring to life the designs and concepts of each Newbie collection using 3D installations, social media and themed events.”

The company said that through the events space, the brand “will adhere to its commitment as a community-building brand, hosting events relevant to all its customers – old and young.”

In addition to the Newbie collections for babies and kids from 0-8 years, the pop-up will see the brand partner with like-minded Scandinavian brands Kids Concept, Elodie Details and Meraki Beauty, “all of which mirror Newbie’s core values of sustainability, exceptional design and great price value.”

Exclusively available in the concept store, these retail link-ups mark a first for Newbie and “offer customers an even broader lifestyle offering.”

Happenings at the store will include swap days on Mondays, where customers can swap Newbie clothes with each other.

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