How LIEWOOD scales its brand universe in a digital-first world

What started as a personal observation has grown into a globally recognised brand built on Scandinavian aesthetics, functionality and quality. 

LIEWOOD brings a sense of calmness to the chaos of modern family life, guided by the mantra “Made for children, loved by parents.”

Scaling a vision rooted in calmness requires more than distribution—it requires the right digital environment and that’s where Zalando comes in.

LIEWOOD and Zalando share a clear understanding that kidswear is not just about listing products; it’s about trust, simplifying the shopping experience and growing up together. 

And for LIEWOOD, digital presence is about more than just product listings; it’s about maintaining their “calm by design” identity across every touchpoint. 

“Zalando really understands that kidswear is not only about selling products, but it’s also about the experience and storytelling.” — Anne-Marie Lie Norvig, Founder & CEO

• Reach at scale: Zalando connects LIEWOOD to 10.9 million active shoppers across Europe, expanding their presence while maintaining a premium positioning.

• Digital canvas: Digital presence is about more than just product listings; it’s about maintaining identity. Zalando enables LIEWOOD to express and protect this identity across every touchpoint, ensuring a consistent experience for parents.

• Discovery: Through tools like Zalando Boards, families can turn shopping into a family activity—planning occasions or Christmas wish-lists together. This transforms a transaction into a shared ritual.

Beyond platform capabilities, long-term growth is driven by strong collaboration. This partnership thrives thanks to the commitment of Zalando’s Kids team—including Commercial Director Veronika Moles, Buying Team Lead Sarah Mende-Schneider and Senior Buyer Anna Orlova.

Their strategic guidance and category expertise continue to support sustainable growth and community building.