KappAhl launches major new kidswear brand

By

Sandra Halliday

Published
Jan 13, 2021

Sweden’s KappAhl is to launch a major new “playful” kidswear label called Minories, described as “a mindful clothing brand that speaks children’s language”.

The company, which operates its eponymous brand as well as the baby and toddler label Newbie, says the launch sees KappAhl taking “the next step in its growth plan”.

Desiré Westerberg, VP Business Unit Kids at KappAhl, said the firm is “on the threshold of an exciting phase of growth, where Minories is one of the initiatives that will help us to sharpen our brand portfolio even further. There is enormous energy in the company, with highly professional co-workers who have the skills to develop products that are relevant and who take the initiative for exciting, new brands”.

The company said that with Newbie having been a “major success”, it’s “consolidating its position as a retailer of really good children’s clothes” and the new launch has been developed by its in-house team.

Minories is intended to “make a clear statement: kindness is a superpower and gender stereotypes are super-boring. Kids should be able to be kids – and that’s how the idea behind Minories evolved,” said Johanna Lannsjö, Brand & Assortment Manager for the new label.

All the pieces in the collections have been developed to “last a long time” with the company saying that the colour and print choice means “garments from one collection can be combined with those from another”. But items have also been created to enable them to be lengthened as children grow.

It uses only materials that are made from more sustainable sources, such as GOTS-certified organic cotton and GRS-certified recycled polyester, and is “manufactured under fair and equitable conditions by a handful of carefully chosen suppliers with whom KappAhl has a close working relationship”.

The first collection will be released on February 9 and will be available for newborns up to eight years. It’s named the Peas & Love Collection, and features a “cuddly little koala bear with his peas, little apples, graphic stripes and cute printed text”. It features a “warm, cheery colour palette in shades of yellow, blue, chilli red and khaki green". All the print stories are drawn by hand by KappAhl’s designers and each collection “tells a charming little story”.

Items include oversized sweatshirts, bodies, soft trousers (both woven and warp-knits), jersey denim garments, tricot skirts, dungaree and dresses – plus accessories such as smart caps and rucksacks.

The company didn’t specify in which countries it would be sold, but we assume it will be available internationally. For now, KappAhl has roughly 370 KappAhl and Newbie stores in Sweden, Norway, Finland, Poland and the UK, as well as selling online in those countries.