our story

Rooted in Fårö, Sweden. Inspired by Nature’s Luxury

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about us

Fårö, Sweden, 2020. Amid rugged coastlines, windswept fields, and serene mornings, Sheida found inspiration in the untouched landscapes and artisanal traditions of Gotland. Surrounded by herb gardens and time-honored craftsmanship, a vision for Lonndeu emerged — a brand rooted in nature, storytelling and timeless design.

The name Lonndeu comes from the Swedish word "Lönndörr," meaning a secret door or hidden passage — symbolizing discovery, transformation, and the beauty found beyond the ordinary. By chance, a Swish payment from a stranger named Erik Lönnkvist sealed the brand's identity, weaving serendipity into its story.

Originally crafted as a wellness brand, Lonndeu has evolved into a lifestyle rooted in heritage and nature. Drawing from its Swedish beginnings and now inspired by New Zealand’s vast, untamed landscapes, the brand celebrates timeless design, premium natural materials, and a connection to the wild.

founder

Lonndeu was born from the unique journey of our founder, Sheida. Raised in Stockholm, Sheida thrived in the fast-paced world of e-commerce and digital marketing. Yet, she always gravitated toward a lifestyle of fewer, but more natural, products — embracing capsule collections with bold, fun twists. A chance meeting on a sailing boat in Greece led her to her now kiwi partner, and together they made a new life in New Zealand.

The idea for Lonndeu took root during the pandemic summer in Gotland, Sweden — a place of raw beauty, creative handicrafts, and lush herbal gardens. Inspired by these experiences, Sheida set out to create a brand that blends Scandinavian heritage with the wild, adventurous spirit of New Zealand.

In 2021, Lonndeu was selected as one of the companies to participate in Google #Westart incubator for female founded start ups.

Quality first

We started making the products we wanted to see in the world and we did this with an uncompromising approach to sustainability.

Free returns

Returns within 30 days receive a full refund.

Worldwide shipping

Ship anywhere, rates available at checkout.

24/7 support

Call us anytime at 1(800) 555-1234.