BLE NEW EXHIBITOR SPOTLIGHT: Lief Lifestyle

What began as a small babywear shop has become a key brand in Holland.
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Lief Lifestyle (A060) started as a T-shirt company, offering tops for children bearing words like Lief (sweet) and Stoer (cool). The firm has now expanded into an extensive lifestyle brand for kids and women.

The Lief offering now also includes stationery, toiletries, toys, homewares and accessories.

BLE is the latest show added to Lief's schedule, which also includes Heimtex in Frankfurt, Maison et Objet in Paris, Expo in Brussels, Ambiente and Paperworld in Frankfurt, Spring Fair in Birmingham and Kleine Fabriek in Amsterdam.

The company actively markets its brand in a number of ways, including through its own magazine Lief Lifestyle magazine, targeting modern, fashion conscious women with young kids and pregnant women. The magazine is given out to all new consumers when they buy a product from a Lief outlet.

This year, the company also organised the Lief Lifestyle event - an open air event with stands focusing on fashion, living and beauty.

Products are sold through 2,500 stores in the Netherlands and Belgium, of which 15 are Lief stores. The goods are also available through the Lief website and several other websites.

Licensees already on board offer a range of products including a care line with products for babies and women; bathroom and bedroom textiles; stationery; traveling bags; furniture; varnish and wall paint; window decoration; sunglasses and hair accessories; party goods; picture books, tableware and crockery and bikes for children and women.

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