Moomin by Lindex
Background
Over fifteen years ago, Lindex launched its first collaboration with the Moomin brand. Lindex, a Nordic clothing brand founded in 1954 in Sweden, is one of Europe’s leading fashion companies. Lindex has approximately 440 stores in 18 markets and sales online worldwide through third-party partnerships. Lindex offers affordable fashion, and the assortment includes several different concepts within kidswear, womenswear, lingerie, and cosmetics.
About
Brand
Maxi & Helium
Licensee
Lindex
Territory
Worldwide
Category
Children’s Clothing
Timeline
The first Moomin licensed collection by Lindex was launched almost two decades ago. Since 2020, new Moomin collections have been launched annually.
The Collaboration
Lindex has created several children’s and baby clothes collections with the Moomin brand. Lindex says that the Moomin collections are inspired by the different Moomin characters, their personalities and what makes them unique. The designs are available as playful prints and patterns on colorful clothes and accessories. In 2014, Lindex launched a unique Moomin collection for the Tove 100 anniversary where 10 % of the proceeds was donated to UNICEF.
For the launch of a new collection in 2020, the Concept Designer at Lindex Kids said:
“The Moomins had a big role in our childhoods, so it feels wonderful to get to work with a collection that feels both timely but also in a sense takes us back to our own childhoods. The design decisions in this collection have been made based on the love of nature and everything fun one can discover and experience there.”
Results
The success of the Moomin by Lindex collections has resulted in a long-time collaboration and is currently a recurring collection in Lindex’s assortment.
Interested in a collaboration?
Rights & Brands is the master licensing agent for Moomin. Get in touch!
Jens Beck
Senior Brand and Account Manager
