Swedish kidswear brand Newbie has moved into the UK’s sustainability arena launching ‘PreLoved’ with the collection and resale of its own pre-worn garments. 

In a market where ‘outgrowth’ is a constant issue for parents, the retailer said its “innovative programme gives beloved Newbie pieces a new life with another family”.

So its customers can now trade-in their outgrown Newbie childrenswear at any of its store where the items will be resold to new families. In return, participants will receive store credit, offering a percentage reduction on their next purchase. 

And since launching last month, it said “the initiative has already received an overwhelmingly positive response from customers”.

Its store in South London’s Northcote Road is the first to feature a dedicated PreLoved section.

Heidi Pathiaki, Acting Manager at Newbie UK, said “For [us] sustainability is at the very heart. Our nostalgic styles are designed to outlast trends and span the seasons, made using materials that have less environmental impact than conventional choices, and with quality that stands the test of time.

“It is fantastic to see how well this initiative resonates with our customers. It truly aligns with Newbie’s promise to offer nostalgic styles that are made to last.”