KappAhl to launch latest childrenswear brand in February

Swedish fashion retailer KappAhl is usually launching a fresh “playful” childrenswear brand, Minories on February 2021. As it appears to consolidate its job as a retailer of “good children’s outfits,” following on from the achievements of its Newbie brand.

The childrenswear brand has been developed in-house to appeal to 0 months to 8-year-olds, targeted at challenging gender stereotypes, which the fashion retailer describes as “super boring” to provide kids clothing that “causes a clear statement: kindness is a super-power”.

Desiré Westerberg, vice president organization unit youngsters, at KappAhl, said in a affirmation: “KappAhl is in the threshold of a thrilling phase of development, where Minories is among the initiatives that will help us to sharpen our brand portfolio even further. 

“There is enormous strength in the business, with highly professional co-workers who've the skills to develop products that are relevant and who take on the initiative for exciting, latest brands.”

The brand has been designed with longevity at heart, added KappAhl, in the colours and print design and style, alongside the idea that garments in one collection can be combined with those from another. Furthermore, clothes can be lengthened in order that children who are developing quickly can wear and revel in them for longer.

Minories pieces also made using more sustainable components, such as GOTS-certified organic cotton and GRS-certified recycled polyester, and so are created under fair and equitable circumstances by “a small number of carefully chosen suppliers” that KappAhl includes a close working relationship with.

Commenting on the design of the collection, Johanna Lannsjö, manufacturer and assortment manager for Minories, explained: “Kids will be able to come to be kids - and that’s the way the thought behind Minories evolved. The Minories concept is influenced by the countless different personalities which exist among children. It embraces and encourages dissimilarities in a way that permits every kid to express their own identity.” 

The debut collection will feature clothing “perfect for play” with a “cuddly little koala bear” as the focal character in a colour palette of yellow, blue, red and khaki green. Portions include oversize sweatshirts, bodies, delicate trousers, both woven and warp-knits, jersey denim garments, tricot skirts, dungaree and gown, plus accessories such as for example smart caps and rucksacks. 

All the print testimonies are drawn by hand by simply KappAhl’s designers and each collection aims to notify a “charming little story that will appeal to children and father and mother alike”.

Launching from February 9, Minories will be available online at the retailer’s internet site and, initially, in four selected KappAhl stores in Sweden and Norway.

KappAhl was founded in 1953 found in Gothenburg and is a respected fashion chain in the Nordic area, with some 380 KappAhl and Newbie stores found in Sweden, Norway, Finland, Poland and the UK.