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New club prices
for club members old and new!
Shop at club prices »
Here’s how to join »

A no-stress dress
Crafted from supple, eco-friendly lyocell jersey.  
Snap it up here »

Our “Rose” cardigan
comes with a delightful abundance of delicate detailing.

Stylish cardigans »

Let your style flourish
Stock up on accessories that add pizzazz. 
Get inspired »

How do you build a base wardrobe?
With simple, comfortable pieces made from natural fabrics, of course!   
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Subscribe to Gudrun’s smile-inducing newsletter.

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Today’s colour is  ORANGE
Chilli, nectar, rowan...

Get a warm glow going with these orange hues »

Get help with your order
Our customer service team are happy to place your order for you!

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Free home delivery

Parcels are delivered without any physical contact and are left securely and safely outside your door.

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Swedish design with a green soul

Explore our creative assortment of Scandinavian clothing and interior decor in beautiful, natural materials. These smile-sparking clothes are ideal for wearing layer on layer. In addition to their unique design, these pieces are also functional, frequently organic and perfect for women of all ages. You will also find colourful interior decor that makes it a breeze to style your own, unique dream home.

Explore the range:
Clothes »    Homeware »    Campaigns »   Shop by style »