Roots and Wings

About lief
lief! Is a typically Dutch brand, established in the Netherlands in 2005. It was set up as a small collection of high quality baby clothing with texts like ‘lief! and stoer!’ [respectively, sweet and cool] printed on them. The brand developed into a lifestyle concept including baby articles such as cuddly toys, bedding and books. From day one, the concept was a success. Based on Dutch designs, it has flourished into a wide-ranging lifestyle brand. It does not only include high quality clothing for babies and toddlers, but also stationary, personal care products, window decoration, bags, bed and bath textiles, paint, soft toys, furniture, wallpaper, wall decoration and playroom accessories. Within only six years, lief! lifestyle realized over 170 points of sale, including 17 flagship stores all over Europe, and is developing markets in the Middle East. To stimulate the international ambition and expansion, lief! decided to introduce their products also on the South African market.