About us

The Story Behind Newbie

Newbie is a Swedish lifestyle brand for the little ones we love. It’s timeless style with a modern twist. Sustainable and affordable fashion for children aged 0-8 years.

Step into our world and bring some Swedish style to your little one’s wardrobe today.

Our designers have created Newbie with special concern for the little ones and their future. They carefully choose a palette of colors inspired by nature and coordinate collections from season to season. Newbie's unique patterns are all hand drawn.

Newbie fashion is ready to be loved – again and again.

With love,
Newbie x


Hej, I'm Newbie

I was born in Gothenburg, Sweden in 2010 as a family member of the KappAhl Group, Newbie has quickly grown thanks to our community of ‘Newbie Lovers’: mums, dads, grandparents and friends who have helped to shape who we are today and to spread the Newbie word far and wide.

The popularity of Newbie and huge demand for the products led to the opening of our first standalone store in Stockholm in 2014. Today, we have 25 stores across Europe, including in UKSweden, Norway, Finland and Poland.

Newbie family

Newbie's Design

We dress children for everyday life as well as for special occasions.

Our designers have created Newbie with special concern for the little ones and their future. The collection, which includes both clothing and furnishings, is all about timeless design with a modern twist, sustainability and creating customer value.

We understand that you can be environmentally aware while being design conscious. We want to inspire you, our Newbie lovers, to dress your little ones in sustainable fashion that is carefully hand illustrated and designed at an affordable price.


Our Newbie Community

Our community has helped to grow the brand to where it is today. Since the launch of the brand within KappAhl in 2010 – Newbie quickly garnered a huge following on and offline of ‘Newbie Lovers’. The community of mums, dads, grandparents and friends share their own Newbie images, experiences and clothing items that their little ones have grown out of with their friends and family.

Consumer driven collaborations have helped to shape the brand to what it is today.