Last Friday, I had the pleasure of taking a trip to Richmond to check out the launch of Newbie‘s very first store in the UK. I’ve been a massive fan of the brand for quite some time now, as my Instagram search history will tell you. I’ve got a feeling my bank balance will soon reflect this obsession too (sorry Dickie!).
For those of you who have not yet discovered the Scandi delight which is Newbie, let me fill you in. They launched originally in 2010 as part of the childrenswear section of Scandinavia’s largest fashion retailer KappAhl. Quickly amassing an army of “Newbie Lovers”, they went on to relaunch as a standalone brand in Stockholm in 2014 and there’s been no looking back since then.
What’s the appeal you ask? Newbie prides itself on gorgeously put together pieces, classic in design with a modern twist… think whimsical florals for the girls and cheeky chap designs for the boys all tied together with traditional colour pallets. What’s more, they’re a brand who are environmentally aware, meaning that all of their products are made from 100% sustainable, organic and recycled materials.
To say that the store was buzzing is an understatement, I had to grab Bells out of her pram as there was not a single space to spare. There were lots of treats on offer from pastries to coffee and a free-embroidery service for anything you purchased that day. Cute! Sadly Bells was teething as her patience and temper lay testament to and so I couldn’t stay as long as I would have liked!
However, I revelled in the opportunity to buy for a little baby again, telling myself that I really couldn’t just let baby number 2 just have hand-me downs. I should add though, that it’s because I buy from brands like Newbie that I’m able to do just that as they stand the test of time, washing well and never going “off trend”.
The store launched with Newbie‘s AW17 collection. The girls collection is inspired by English wallpaper with plenty of botanical prints, lace, romantic frills and bunnies (I love a small woodland animal as most of you will know). The boys collection features man’s best friend, the dog. Think sweaters, dungarees and classic jackets featuring an adorable dog motif in classic burgandy, navy and forest green.
If you’re passing, it’s definitely worth paying a visit…. just be warned, you will love EVERYTHING. Fear not, if you’re not local, or internet shopping is your thing, there’s also now an e-commerce site online at www.newbiestore.com.
I should add that I’m not being incentivised in any way to write this post on behalf of Newbie, I just really love the brand and believe in sharing something awesome when you find it. So why not check them out?
p.s. I’m sorry that I don’t have any photography of my own of the store, I was too busy balancing stuff I wanted to buy, bags and a toddler who was back arching! My bad!