Tallulah Hug and Heidi Pathiaki talk trends and design as the new shop welcomes customers
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Newbie has spotted a niche.
The Swedish lifestyle brand, which sells clothes and products for babies and kids aged 0-8, recently opened a new store in Canary Wharf’s Cabot Place as it expands its presence in the UK.
Founded in 2010, when a child-focused company would likely have avoided the estate with extreme prejudice, its growth comes at a time of change for the malls.
The arrival of Flip Out – the first attraction solely aimed at children in Canary Wharf – has already met with success and with schools and an increasing population of young families living locally both on and near the estate, Newbie’s opening makes sense.
“There’s a huge gap in the market and we’re seeing a huge change in the area,” said Tallulah Hug, store manager at Newbie in Canary Wharf.
“It’s become a more residential area and there are a lot of international visitors to the estate as well, so it’s a lovely opportunity for us to open in east London and explore the market here.
“Newbie is a timeless brand focussed on classic pieces in muted colours.
“For girls, we do a lot of florals and, for the boys, we do animal prints.
“We want kids to have fun with fashion, too.
“What we do is aimed at inspiring the next generation to get involved and to be creative – to explore for themselves.
“We’re also here to make everyone feel special, and we want everyone who comes into the stores to have a really fantastic experience.
“We’re here for their child’s first Christmas outfit, their first coming home outfit or simply something that will be loved and cherished time and time again.”
dedicated to ages 0-8
While online the brand also sells gifts, homeware and womenswear (including matching outfits to its kids’ range), the Canary Wharf store is dedicated exclusively to clothes for babies and children as well as toys.
It’s a range intended to appeal both to parents and those shopping for gifts.
“Our range for babies is the most popular, because our products are so beautiful,” said Heidi Pathiaki, UK country manager for Newbie.
“We have an artistic department in Sweden and it’s the best gift you can give parents who are expecting.
“Our designs are sustainable too.
“They’re designed to be passed on and will look as beautiful as the day they were made.
“That’s why we’ve introduced our pre-loved range where customers can get a discount off a new product when they trade in pieces that have been outgrown.
“Then we sell those at our Northcote Road store and that can be an affordable option, especially for new families.”
durable and long-lasting
Tallulah added: “Our pieces really are made to last.
“They use really high quality fabrics, with garments made from 100% organic cotton, for example.
“Our new wool range is made to the highest quality, with true craftsmanship too.
“Wash after wash, the colour won’t fade and the stitching doesn’t come loose, so the garments are built to last, to be passed down.
“In a society where fast fashion is at hand, we don’t want to create something which can’t be used again after a couple of months.”
While the store’s muted colours and carefully arranged shelves are clearly aimed at adult shoppers, make no mistake – Newbie enthusiastically welcomes younger customers too.
“You’ll certainly see children running around in this store,” said Heidi.
“We sell teddy bears and bunny rabbits, but we don’t mind kids coming in and having a chit-chat with them .
“We also have a colouring table so the children can be occupied with the drawings in sight while their parent focuses on what they’re interested in buying.”
further expansion for Newbie
As for the future, Newbie is already set to open further stores in Brent Cross and Guildford over the autumn, having been buoyed by the response from British consumers to its first six stores.
“We’re doing both online and in-store shopping,” said Heidi, whose career in retail has seen her work for brands such as Mamas And Papas and Clark’s.
“Of course people buy online – it’s easy and fast – but customers also enjoy coming out, and touching and feeling the products.
“We’re constantly talking about how we can expand and we will be putting womenswear into our stores in due course.
“We’re also looking at putting homeware into our Bluewater store.”
Until then, Wharfers can look forward to the more immediate launch of Newbie’s collection, launching in time for Christmas over the coming weeks.
key details: Newbie in Canary Wharf
Newbie is located in Canary Wharf’s Cabot Place mall on the lower level.
The store is open from 10am-8pm on weekdays, from 10am-7pm on Saturdays and from noon-6pm on Sundays
Find our more about the brand or shop online here
Read more: Canary Wharf unveils Eden Dock at the heart of the estate
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- Jon Massey is co-founder and editorial director of Wharf Life and writes about a wide range of subjects in Canary Wharf, Docklands and east London - contact via jon.massey@wharf-life.com
