Newbie opens first permanent UK store outside of London
Newbie, the Swedish children’s lifestyle brand, has opened its first permanent UK store outside of London at Centre:mk in Milton Keynes.
Spanning 1,377 square feet, the shop is situated on Sunset Walk, next to Oliver Bonas and Costa. It will sell the brand’s full range of clothing for children.
Newbie also had a pop-up store at the centre last month as part of a country wide tour to raise awareness of the brand.
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.”
Part of the KappAhl Group, Newbie has 22 stores and online sales in Sweden, Norway, Finland, Poland and the UK.
The Milton Keynes opening coincided with the return of Centre:mk’s beach experience over the summer. Centre:mk said this year’s event helped it to achieve a 5% increase in footfall year-on-year due to the popularity of attractions such as Punch and Judy, bungees, train rides and an indoor rollercoaster.
Speaking on behalf of Centre:mk joint owners Hermes Investment Management and Australian Super, Ed Sellick said: “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. 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.”
The news follows the centre’s recent signing of Skechers and store openings by Typo, Trailfinders, Lovisa, Morano’s and Snappy Snaps.
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