KappAhl launches interior decoration

This week, KappAhl will be expanding its successful Newbie collection in which all cotton is 100% organic, to include interior decoration for the nursery. 
     "With its attractive prices and a sustainable approach to a range that can be used and passed down from one generation to another, Newbie has been a big hit with parents of small children", says Carina Ladow, KappAhl's Vice President Assortment and Design. "We will be continuing with that way of thinking, the timeless design and attractive prices when we launch Newbie Home."

When KappAhl launched its baby collection Newbie in 2010, nobody could have guessed how immediate a success it was going to be. Now the fashion chain is expanding the popular concept still further. Last autumn, the Newbie range got its first dedicated store, and this week interior decoration for the nursery is also being launched.

The Newbie Home interior decoration collection contains items such as bed linen, baby blankets, hangers, changing mats, bunting, storage and other high quality decorative products for the smallest member of the family. The customers who buy Newbie will recognise both the design, style and the sustainable approach. The collection will initially be available in KappAhl's larger stores, in Newbie Store and from Shop Online.

All Newbie Home products are of high quality for a reasonable price, and the cotton is 100% organic.
     "We are reinforcing our sustainable approach with Newbie Home", says Carina Ladow. "One example is that we make use of waste from producing other parts of the collection in items such as quilts and bunting.”

The Newbie success story

Newbie was created when KappAhl's designers wanted to produce baby clothes in neutral colours and with a little touch of luxury. The cotton in the Newbie range is 100% organic, and with its timeless design and colour scheme it should be possible for the garments to be passed down from one sibling to another without every going out of fashion.

The sustainable profile and timeless design quickly became a success among environmentally conscious parents. The collection was expanded in line with customer requests, with the addition of more sizes, up to 110 cm height. Newbie is now so much appreciated that there is a strong second-hand market, including several Facebook groups where Newbie-loving parents buy and sell garments.

In November, KappAhl opened Sweden's first Newbie shop; Newbie Store, in the Mood mall in Stockholm.

For more information, please contact:
Carina Ladow, Vice President Assortment & Design. Tel. 46 (0)704-71 57 02, e-mail carina.ladow@kappahl.com
Charlotte Högberg, Head Public Relations. Tel. 46 (0)704-71 56 31, e-mail charlotte.hogberg@kappahl.com

KappAhl was founded in 1953 and is a leading fashion chain in the Nordic region with nearly 400 stores in Sweden, Norway, Finland and Poland together with Shop Online. KappAhl offers good-value fashion of its own design to a wide range of consumers – women, men and children – with a particular focus on women in the mid-life age range. 19% of the range is sustainability labelled. In 2013/2014, the turnover was SEK 4.7 billion and the number of employees approx. 4,000. KappAhl is quoted on NASDAQ Stockholm. For more information, please visit www.kappahl.com.

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About Us

KappAhl was founded in Gothenburg in 1953 and is a leading fashion chain in the Nordic region with close to 400 stores in Sweden, Norway, Finland and Poland. Our business idea is to offer value-for-money fashion of our own design to women in the prime of life and their family. Sustainability-labeled fashion accounts for 38 per cent of the range. Sales for 2015/2016 totaled SEK 4.7 billion and the company has approx. 4,000 employees in eight countries. KappAhl is quoted on Nasdaq Stockholm. More information is available at www.kappahl.com