Lifestyle Brand Newbie to Open Ealing Broadway Store

Swedish retailer provides children's clothing 'made to last'

Newbie aims to seel items that will be passed to future generations

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November 12, 2025

Swedish lifestyle brand Newbie is set to open a new store in Ealing Broadway on Thursday 20 November, marking its eleventh UK location. The store, located at 48 The Broadway, the former premises of Paperchase, will open to the public at midday, with a limited number of goody bags and refreshments available for early visitors.

Newbie is a Swedish lifestyle brand founded in 2010 by the fashion group Kappahl, originally launched as a small collection of just 12 babywear items.

Newbie’s ethos centres on creating clothing “made to last,” with a nostalgic style that encourages garments to be passed down through generations. All cotton used is organic, and the brand has introduced initiatives like Newbie PreLoved, which gives previously owned items a second life. Today, Newbie offers collections for babies, children up to age eight, and women, along with home accessories through its Newbie Room range. Its collections feature certified wool, and include seasonal items such as festive jumpers and dresses.

In addition to children’s clothing, Newbie website offers a Newbie Woman collection, providing matching outfits for mothers and children. The Newbie Room Collection featuring storage solutions and decorative items that aim to transform children’s spaces.

Thomas Kusoffsky, Vice President at Newbie said, “We see strong engagement from our UK customers, who value our combination of Swedish design, quality and accessibility. Our goal is to continue growing, always with care and a long-term perspective”.

The opening forms part of Newbie’s ongoing expansion across the UK, following recent launches in Bromley, Windsor and Bracknell.

The Ealing store spans 133 square metres and will offer clothing for children aged 0 to 8, alongside selected lifestyle items. A 15% discount will be available to customers throughout the launch weekend, running from Thursday 20 to Sunday 23 November with goody bags and cinnamon buns for the first 100 customers.

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