KappAhl to unveil kidswear concept store in Stockholm
today Feb 11, 2019
With its Newbie chain meaning that Swedish fashion retailer KappAhl already has experience in running specialist stores at the youngest end of the kidswear market, at the end of this month, the company will be widening its kidswear offer with the launch of a KappAhl Kids store.
It takes the existing KappAhl children's fashion range and gives it its own dedicated standalone space that reaches out to babies, toddlers and kids up to age 14.
The new store concept debuts on February 28 with KappAhl Kids opening its doors at the Ringen shopping centre in Södermalm, Stockholm.
“KappAhl’s children’s range is held in high regard, and represents a growing part of our sales. With KappAhl Kids, we are testing out new ways of making it even more visible,” said Peter Andersson, the firm's CFO and acting CEO.
The company said the new location will “be showcasing the entirety of KappAhl’s popular children’s range,” which includes the Newbie line-up. And it will also offer access to its full assortment via its Shop Online in Store functionality and through Click & Collect.
KappAhl mainly operates in Sweden, Norway, Finland, Poland and the UK and is clearly heavily committed to continuing to expand its physical stores presence.
"Physical stores will continue to be an important distribution channel for KappAhl. We want to get closer to our customers, and having a flexible store portfolio means that, when we find the right store location, we can easily choose which concept is most attractive for that specific location. Be that KappAhl as a whole or just Kids, for example. A scalable KappAhl, if you like,” said Andersson.
And given that the actual purchasers of the kids’ products are likely to be Millennial-aged parents, the company is reflecting the priorities of those consumers with the kids' line. It said that “over 80% of the children’s assortment is labelled as sustainable, a figure that will continue to increase with time.”
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