lief! initiator, Yvonne Woudstra, operated a large baby and children’s wear wholesale business together with her husband when she decided to set up something ‘small’ and ‘individual’. In May 2005, she opened a baby shop named ‘lief!’ [sweet!] in the typical Dutch village, Giessenburg, where she lives.
Especially for the first lief! shop, she designed a small collection of baby clothing with texts like ‘lief!' and ‘stoerl’ [respectively, sweet and cool] imprinted on them. She also sold complementary baby articles such as cuddly toys, bedding and books. From day one, the shop was a success and before she knew it, Yvonne was planning the introduction of a total concept under a private label and based on Dutch designs. Hence, lief! lifestyle was born, which in the meantime has flourished into a wide-ranging lifestyle brand that not only includes clothing for babies and toddlers, but also stationary, personal care products, window decoration, bags, bed and bath textiles, paint, furniture, wallpaper, wall decoration and playroom accessories.