Listen first, grow second: The Newbie approach to expansion

When Newbie opened its first UK store in 2017, few could have predicted the rapid expansion that would follow. Today, with 11 stores and ambitious plans for 30 by 2030, the Swedish children's lifestyle brand is revolutionising how we think about family fashion. We sat down with Gemma Keenor, Country Manager UK at Kappahl Group, to explore Newbie's recipe for success: listening to their customers.

Born in Gothenburg, Sweden, in 2010 as an organic cotton collection under the Kappahl group, Newbie's journey has been anything but conventional. Rather than chasing trends, the brand grew organically by tuning into what customers wanted. “It's all about that community feeling, because they are the reason that we're here today,” Gemma notes.

What started as a collection within a larger department store chain has evolved into something entirely distinct. Today, Newbie operates as a standalone lifestyle brand under the Kappahl umbrella. Gemma explains: “We just listened to our customers, and that's why we've then started to have Newbie standalone stores. We also found that the Newbie and Kappahl customer were quite different.”

A community-first approach
What sets Newbie apart in a crowded market is its unapologetic focus on community. The brand doesn't rely on traditional market research alone – instead, they empower the community of customers to shape their future. “Our expansion into the UK, and our continued plan for Newbie is very much down to our customers, or as we like to call them, our ‘Newbie lovers’” Gemma notes. “They’ve contributed to how we grow the collection, as well as help us decide where our next locations will be”.

Gemma explains that the company uses online data and social media insights to identify where customers are concentrated, then strategically opens stores in those communities. She notes: “Our physical stores are extremely important. It's where the brand really comes to life. So, we must remain very agile and make sure that our stores are really in strong locations where our Newbie lovers are.”

Sustainability at the heart
Whilst some brands use sustainability as a marketing checkbox, Newbie has made it foundational to everything they do. The cornerstone is organic cotton – particularly important for newborns with sensitive skin or conditions like eczema. “More than anything our initial focus is on the quality of the product. So organic cotton is kind of the heart of what Newbie is,” Gemma explains.

But the commitment extends far beyond material choice. The brand's design philosophy ensures that colours work cohesively across seasons and collections. Gemma notes: “You'll find that our colour palette is really soft and neutral. You could buy things in the spring, and then buy things in the autumn, and they will cohesively match together.” Newbie also uses certified, lower-impact materials, and has pioneered a pre-loved collection in stores where customers can return outgrown garments for discounts on future purchases.

This circular approach emerged from observing customer behaviour. "We see that our garments really do stand the test of time," Gemma explains. "They have a long-life period because of their quality. So, there is a real hand-me-down way of working with our products." Rather than forcing sustainability messaging, Newbie simply recognised what customers were already doing and created a system to support it.

The in-store experience
Walk into a Newbie store and you immediately understand the brand's Swedish heritage. From the moment you approach, the design and atmosphere tell a story – calm, inviting, and distinctly Scandinavian. "The idea is the moment you step foot into our store, it's a lovely, calm, inviting, relaxing experience," Gemma describes.

This isn't accidental. Staff are trained to make the shopping journey smooth for busy parents, activity tables keep children entertained, and collections are laid out to make outfit-building effortless. Perhaps most distinctively, every purchase is beautifully wrapped in sustainable packaging with ribbon. Gemma notes: “I think this is something the UK customer maybe doesn't experience all the time. So, I think that Swedish tradition is really beautiful for us to hold on to.”

The future of Newbie
As Newbie opened its Ealing Broadway store in November – conveniently located on the new Elizabeth line – the brand shows no signs of slowing down. As Gemma explains: “By the end of this year we'll have 11 stores, but we see so much potential for the future. By 2030, we have a plan for 30 stores in the UK, but we will always continue to listen to our customer as to where those locations should be.”

What emerges from Newbie's story is a business model that feels increasingly rare: one that prioritises quality and community over rapid scaling, that listens rather than lectures about values, and that sees sustainability not as a trend to chase but as a natural reflection of what customers want. In an industry often criticised for its throwaway culture, Newbie is proving there's genuine appetite for something different.