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.

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.