- Danielle Wightman-Stone
Swedish fashion and lifestyle brand for children, Newbie has opened its
first permanent store outside of London at Centre:MK, following its
successful pop-up at the shopping centre during its Newbie on Tour.
Located on Sunset Walk in Centre:MK, Newbie’s new store spans 1,377
square foot and is situated next to Oliver Bonas, and houses its
sustainable and affordable fashion offering for children.
The brand’s Centre:MK store will be one of two standalone locations
outside of London, with the second announced earlier this month, to open at
Meadowhall in Sheffield.
Ed Sellick, asset manager, Hermes Investment Management, on behalf of
Centre:MK joint owners, said in a statement: “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
“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
Camilla Wernlund, international expansion manager at Newbie added:
“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
Part of the KappAhl Group, Newbie was born in 2010 and has quickly
expanded across Europe. Currently, Newbie has 22 stores and online sales in
Sweden, Norway, Finland, Poland and the UK.
Image: courtesy of Centre:MK