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Location: Airport store at Gatwick outside London
Area: 25 square metres in size
Store type: Six-month pop-up store
Product profile: lifestyle concept store in more sustainable materials for babies and children
Store design | Interiors & VM | Fixtures: The store is round to the shape and has no walls and a pop-up store with a very good location at the densely packed airport.
About the brand: The Newbie story began in 2010 when designers at the Swedish fashion chain KappAhl created a new range of baby clothes. Their aim was to create a timeless, sustainable and affordable collection containing clothes designed to be handed down from one generation to the next. Newbie came into being at just the right time and quickly went viral.
About the company: KappAhl was founded in Gothenburg in 1953 and is a leading fashion chain in the Nordic region with 380 KappAhl and Newbie stores in Sweden, Norway, Finland, Poland and Great Britain as well as Shop Online. Its business idea is to offer value-for-money fashion of its own design to the many people. Sustainability-labelled fashion accounts for 57 per cent of the range.
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