Newbie continues UK expansion with Centre:MK opening

By

Barbara Santamaria

Published
Aug 30, 2019

Swedish childrenswear brand Newbie has made its debut at Centre:MK, marking the opening of its first permanent store outside of London.

The shopping centre was the first stop-off of Newbie’s touring pop-up in June. Part of a countrywide tour to help the kidswear specialist build brand awareness, the Centre:MK pop-up was so popular that Newbie later returned to the centre for a summer residency at the Beach.

The brand owned by the KappAhl group has now opened the doors of a 1,377 sq ft permanent shop at 3 Sunset Walk, next to Oliver Bonas and Costa. 

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This is one of two standalone locations outside of London.

Camilla Wernlund, international expansion manager at Newbie, said: "Newbie continues to grow within the UK, with Centre:MK being the first store outside of London and being the ideal destination for our next step. We were delighted with the response from Milton Keynes customers when we brought Newbie on Tour to the centre and we are thrilled to be continuing our relationship with the team for both our permanent store and returning pop-up and being able to move closer to our Newbie lovers in Milton Keynes.”

The sustainable and affordable fashion brand for children was established in 2010. It currently has 22 stores and online sales in Sweden, Norway, Finland, Poland and the UK.

Ed Sellick, asset manager at Hermes Investment Management, on behalf of Centre:MK joint owners, added: “Newbie’s sustainable collection adds great value to the centre’s growing line-up of childrenswear, and appeals to shoppers that follow brands’ ethical behaviours - identified as ‘Hero Hunters’ within our Future Shopper report. 
 
“At centre:mk we recognise that consumers are becoming more conscious of what they are buying and are choosing brands that they want to be identified with. Welcoming Newbie to the centre responds to our customer’s buying behaviour and in turn Newbie’s choice of centre:mk for both their regional debut and first tour location highlights that this destination is the place to be to engage with conscientious consumers.”