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.
Because we did a lot of marketing activities (we had an article in Ideas Magazine, Sunday Times, Baba en Kleuter, House and Leisure etc) and we went to the Mama magic baby expo in Joburg, after just a few months the first lief! dealers in the region Cape Town, Johannesburg, Durban and Robertson are a fact; Kiids Boutique (www.kiids.co.za) , Kidsliving (www.kidsliving.co.za), Teddy’s and Toadstools (www.teddysandtoadstools.co.za ), Glambaby (www.glambaby.co.za), The Velvet Monkey (www.thevelvetmonkey.co.za ), Buttercupkids (www.buttercupkids.co.za), Babookids.
And we just made an agreement with Kids Emporium.
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
Please feel free to have a look at a short video presentation of lief! :

If you require any further information, please do not hesitate to contact me.

Kind regards,
Frans Schonck
+27 (0) 81 271 1138
fransschonck@cape-orange.com