Newbie, the Swedish lifestyle brand for children by Kappahl, has expanded into 10 new markets. 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 United Kingdom and Denmark.

“In line with our expansion plan and to meet the high demand for our amazing Newbie brand, we have chosen to launch Newbie in another 10 countries. Our online retailing launched in late April is a first step in a larger-scale launch,” said Claes Meldgaard, vice-president sales Kappahl.

“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 e-commerce, we can grow our business and online presence, and we see incredible potential in both existing and future markets,” explained Meldgaard.

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Newbie these days has 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. The collections are now made of more sustainable materials, where all the cotton is organic and for the most part GOTS-certified. It 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, Newbie said in a press release.

“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.

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