The story behind Littledeluxe
It began with a question
– fortalt af Annette
I can clearly remember the moment when the idea for it all arose.
On an information site for new parents in 2010, I read a mother's frustration about harmful and potentially carcinogenic substances in pacifiers. She asked a question that hit me right in the gut:
Why put BPA, PVC and phthalates in pacifiers for young children?
I just couldn't see any sense in it. Why expose our very little ones to substances that can lead to illness or discomfort when it can be avoided?
I originally trained as a social worker and have worked with disabled and sick children for many years. With that background, I felt drawn to the problem and began to investigate it more closely.
What I found surprised me. There were a great many pacifiers on the market which contained substances that were suspected of being carcinogenic.
As a new mother, you don't have the time or the energy to see this sort of thing through.
The baby jungle is overwhelming. There are so many opinions about what to do, and especially what not to do. At the same time, it is almost expected that you, as a parent, get involved in everything.
It is impossible.
Why expose our very little ones to substances that can lead to illness or discomfort when it can be avoided?
Annette Jensen
Hence the idea arose sundesutter.dk
In 2011 I decided to do something about it.
I created Sundesutter.dk. A webshop that exclusively sold pacifiers without harmful substances such as BPA, PVC and phthalates.
The goal was simple: to help other parents make a healthier choice without having to spend hours on research themselves.
The first personalized pacifiers
Here are some of the first personalized pacifiers from Sundesutter. Short messages that made it easier to keep track of the pacifiers in everyday life - and which occasionally also had a little twinkle in the eye.
For us at Littledeluxe, they were a simple example of how a practical solution must be both personal and human.
It was about more than pacifiers
But even then I knew that the wish went a little further.
Because although pacifiers were the starting point, it was actually about something bigger. It was about all the choices you as a parent are constantly faced with - and the uncertainty that comes with wanting to do the right thing, but not always knowing how.
At the beginning of 2011, I began to think a lot about why it should be so difficult to shop for baby products with peace of mind. Why you as a parent should be a detective yourself and familiarize yourself with materials, content and the producers' responsibilities - in the middle of an everyday life where profit is already a scarce resource.
I began to imagine a place where that task was already taken in advance.
A webshop where the selection was carefully reviewed.
Where you could trust that the products were chosen based on ethics, quality and responsibility - not trends or quick solutions.
The idea was not to create anything large or complex. On the contrary.
It was about taking one headache away from parents who already had plenty to deal with.
If I could put together a selection of products that I myself would feel comfortable using for my own children, then it would make sense. Not just for me - but hopefully for others too.
That was the idea that became the foundation for Sundesutter.
Over time I began to see how the need changed. Sundesutter was created based on a very specific problem, but the inquiries, conversations and experiences quickly showed that the desire for security and well-thought-out choices extended far beyond just pacifiers. Parents demanded the same overview and the same trust when it came to other products for their children.
It became clear that the basic idea could carry more. Not because it had to grow for the sake of growth, but because the need was there. And because the desire to take worries away from parents was still the same.
When the range grew - with the same consideration
Over time, those thoughts began to take shape in practice. Because if the wish was to take worries away from parents, it wasn't just about pacifiers. It was also about the products you use every day. Those who are close to the child. And the ones you, as a parent, hold in your hands again and again.
The demand was clear. Parents asked for the same overview and the same reassurance when it came to other products for their children. Products where materials, quality and responsibility were as important as function and design.
That was the next step.
The first Mushie products were a natural extension of the basic idea on which Sundesutter was built.
Here we found products that matched what we ourselves had been missing: simple designs, well-thought-out materials and a clear sense of responsibility in the choices. Products that didn't try to shout the loudest, but that fit into everyday life - both visually and in terms of value.
For us, it was not about expanding the range for the sake of expansion, but about meeting a real need. A wish from parents to be able to find several safe choices in one place.
Mushie was an important step in the development from Sundesutter to the universe Littledeluxe is today.
A basic idea that still lives
Although much has changed since the first thoughts in 2011, the basic idea remains the same today.
Littledeluxe is still created from the desire to cut out the hassle for parents. To decide in advance so you don't have to. And to collect products that have been chosen with care for both children, mothers and everyday life in between.
We don't believe in quick solutions or trends that make the most noise. We believe in thoughtful choices, accountability and products we ourselves would feel comfortable using in our own families.
Littledeluxe is a place where you can shop with peace of mind.
So there is a little more profit left for what matters most.
Are you curious about the brands we have chosen with care?
Explore our universe and find the products that have been selected with the same basic idea that Littledeluxe is built on.
