

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 international ambition and expansion, lief! decided to introduce their products also on the South African market.
lief! has been supporting Orange Babies, a foundation which mainly focuses on helping (pregnant) women with HIV and their babies in Africa, since 2006 (www.orangebabies.org).The Foundation also supports children infected with the virus or otherwise directly affected by it. lief! supports the Hope Village Orphanage which cares for children up to the age of 18 (lief! provides 100% of the financing for the baby and toddler department
You know the type. They'll say something along the lines of "I really miss my old Chevy Spark. This Audi SUV is so much harder to park."
Rest assured they don't miss that Chevy AT ALL. They just want you to know that they spent truckloads of cash on the latest Audi, but they want to come across as really casual because somehow that makes them cooler. Or something.
You'd think the complete lack of any complimentary responses would put an end to this type of self-appreciation, but if anything it's happening more and more.
We'd love to come up with an effective solution to it (honestly, it's what the world needs) but we're waaay too busy running a successful eCommerce company to actually invest the time.
Did you know we're also getting our PhDs on the side? No big deal.