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 meaning, sweet and cool} printed on them.

The brand has 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. Not only does it  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 has realized over 170 points of sale, including 17 flagship stores all over Europe, and is developing markets in the Middle East.

In June 2012, lief decided to introduce their stunning products, to the South African market and launched their online webshop.

It has also been a lifelong ambition of Lief, founder, Yvonne Woudsta, to give back to society and be able to do something for those less fortunate, especially babies and children, in need. Thanks to the success of Lief, her dream has been realized. Lief supports Orange Babies, a charity organization whose main goal is to help HIV-infected (pregnant) women and their babies in Africa. Lief also supports the project Hope Village, in Namibia, this orphanage, provides refuge to children up to the age of 18. (Lief provides 100% of the financing for the baby and toddler department).

To celebrate the 1st year anniversary of lief in South Africa, two lucky readers can each win a lief  T-shirt – one for a girl in fuchsia pink – with lief! (sweet) written on it and one for a boy, in turquoise – with stoer! (cool) written on it.
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