​Childrenswear brand Newbie has chosen Guildford, Surrey, for its seventh and latest UK store as it continues a fairly fast opening programme in the British market.

The Kappahl Group-owned Swedish brand said today’s (21 November) opening “marks a significant milestone in Newbie’s ongoing expansion and solidifies its growing presence in the British market”. 

The store, which becomes its third opening this autumn after Brent Cross and Canary Wharf in London, offers the brand’s complete wardrobe for children from newborn to eight years, featuring hand-drawn patterns and a soft colour palette “inspired by nature with a clear focus on sustainability”. 

All collections are made of materials like organic cotton and RWS-certified wool and are designed for longevity, “allowing them to be passed down through generations, appealing to customers who favour sustainable fashion”.

Thomas Kusoffsky, vice-president of Newbie, said: “This [latest opening] is a testament to our strong growth and the high interest in Newbie as a brand in the UK market. 

“The reception to Newbie’s recent openings has exceeded expectations, further encouraging the brand’s expansion efforts.” 

And further to those brand plans “to continue its growth trajectory”, additional store openings and local e-commerce initiatives across the European market on the horizon are already scheduled.