Liewood
Denmark
Liewood is a Danish design brand for babies and children founded in Copenhagen in 2015 by Anne Marie Lie Norvig. It started with lifestyle and mealtime products and has expanded into toys, interiors, clothing and footwear. It sells through its own webshop in dozens of markets and through wholesale partners.
| Founded | 2015 |
|---|---|
| Founder | Anne Marie Lie Norvig |
| Headquarters | Copenhagen, Denmark |
| Segment | Premium children's lifestyle |
| Markets | 59 online markets |
| Website | liewood.com |
What is Liewood?
Liewood is a Copenhagen based brand that designs products for babies and young children. Unlike many childrenswear labels, it covers a broad lifestyle universe: tableware and mealtime items, toys, nursery furniture and decoration, bath products, outerwear, clothing and shoes. The look is typically Scandinavian, with soft colours and simple shapes.
History
According to the company, Liewood was founded in Copenhagen in 2015 by Anne Marie Lie Norvig. The brand built recognition with children's mealtime products and accessories before adding apparel, outerwear and footwear. Its ownership and investors are not set out on its website.
Products and positioning
Liewood is a premium Danish design brand positioned between children's fashion and home goods. Its main categories are:
- Mealtime: plates, cups, bibs and cutlery for babies and toddlers
- Toys and gifts
- Baby care, nursery gear and children's room interiors
- Clothing, outerwear, shoes and accessories
This mix allows the brand to sell to parents across many occasions, from births and birthdays to everyday use, rather than only through seasonal clothing collections. Many items, such as tableware and toys, are less dependent on sizing and seasons than clothing, which can help with stock planning and repeat purchases. The company presents its products under the label of Danish design.
Business model and distribution
Liewood operates its own e-commerce with a country selector covering 59 markets, most priced in euros, plus some online exclusive collections. It also runs a wholesale programme for trade customers, so its products appear in children's concept stores and department stores. The website does not list own retail stores.
Why it matters
Liewood is an example of a Scandinavian brand that grew from a niche in baby accessories into a full lifestyle offer for families. Its blend of home, toys and apparel, sold both online and through retailers, reflects how the children's market increasingly blurs the boundaries between fashion and interiors.
Frequently asked questions
Where is Liewood from?
Liewood is a Danish brand founded in Copenhagen in 2015. Its products are described as Danish design. It ships to dozens of markets through its own webshop.
What does Liewood sell?
Liewood sells products for babies and children, including mealtime items, toys, nursery interiors, clothing, outerwear and footwear. It started with lifestyle and mealtime products. Clothing and shoes were added as the brand grew.