Kappahl separates Newbie into own division, names new chief

By

Nigel TAYLOR

Published
May 9, 2023

From June, fashion retailer Kappahl is to transfer its Newbie childrenswear brand into a separate unit “to maximise its potential”. And with it will come a new exec to lead the business, with Thomas Kusoffsky appointed Vice President of Newbie.

Previously the CEO of Swedish eyewear brand Smarteyes, he will join Kappahl in the autumn.

Newbie is available in over 20 online markets and has stores in Sweden, Norway, Finland, the UK and Poland.

With an advertising industry background and experience in leadership and branding, its new chief has held various lead positions in retail, including marketing manager at Willys/Axfood and creative director at Stadium.

Elisabeth Peregi, CEO of Kappahl, said the overall business “is in a phase where we want to take the next step in developing our organisation on our growth journey. Our brands Kappahl and Newbie have different potential, and we want to maximise this potential. Therefore, we are now making Newbie a separate business unit with full responsibility for the Newbie brand.

Peregi added that Kusoffsky’s new role “is an important part of our work to develop and further build our strong Newbie business. Thomas' leadership and brand experience will be an important ingredient in leading Newbie towards new successes and future expansion”.

Kusoffsky also said: “Newbie has great potential and is a fantastic brand. This role has all the parts I am passionate about; to get the opportunity to build a new team, but also to develop one of the strongest brands in the children's clothing category.”