Swedish fashion retailer KappAhl is all set to unveil a new childrenswear brand ‘MINORIES’ – a mindful clothing brand that speaks children’s language.

The launch sees KappAhl take the next step in its growth plan.

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

Desiré Westerberg, VP, Business Unit Kids, KappAhl, says, “KappAhl 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.”

Year after year, KappAhl is consolidating its position as a retailer of really good children’s clothes, thanks to the major successes achieved by its Newbie brand.

Johanna Lannsjö, Brand & Assortment Manager, MINORIES, says, “The MINORIES concept is inspired by the endless different personalities that exist amongst children. It embraces and encourages differences in a way that enables every child to express his or her own identity.”

The new brand’s first collection will be released on 9 February 2021 under the banner of “Peas & Love Collection.”

“Peas & Love” comprises attractive garments ideal for play – oversize sweatshirts, bodies, soft trousers (both woven and warp-knits), jersey denim garments, tricot skirts, dungaree & dress – plus accessories such as smart caps, rucksacks, etc.