The Sweden-based childrenswear brand Newbie, owned by fashion retailer KappAhl, is bolstering its position as a supplier of affordable and responsible children's clothing by making a portion of its collection available to rent through Hyber.

According to the brand, the move is part of KappAhl's goal to be more sustainable and circular, while also making their apparel more accessible to more people and "lengthening the lifespan of the items as a step towards lowering the company's environmental effect.

Vice president of business unit kids at KappAhl, Desiré Westerberg, said they have largely sold KappAhl's brands under their own banner to date. Their items will be more widely available thanks to Hyber, and the outfits will last longer. Customers regard Hyber's services highly, and that mark of excellence is critical in their selection of a partner.

He adds that adding services that meet the rising need for solutions as a supplement to consumption extends the life of each garment. The service will also offer them valuable input from parents and youngsters, which will help them improve their goods in the future.

Initially, Newbie will launch rental options in the smallest sizes, with three separate bundles in sizes 50-62 which will include pyjamas, bodysuits, trousers, overalls, socks, hats, and baby blankets.

KappAhl also stated that it intends to “quickly” introduce other parts of its kidswear selection, including its new Minories brand for children aged 0-8 and Kaxs, its functional outerwear offering.

Chief executive at Hyber, Douglas Heidergren, said it's a lot of joy that a significant and important player like KappAhl has decided to cooperate with them at Hyber. They believe KappAhl's brands have a lot of promise, and they're excited to offer them to their clients.