Major opportunities for Norwegian design in the US

'He knows most people in the industry, is very hands-on and has a keen eye for quality. We couldn't have asked for a better mentor,' says Pernille Siem.

The entrepreneur has taken the children's clothing brand Lillelam across the Atlantic, aiming to turn wool into gold in one of the world's largest markets. Now, standing among New York's skyscrapers, she is full of praise for the man who has supported them throughout their journey in the US and in meetings with major department stores and retailers.

The mentor is Gary Simmons, a veteran of the childrenswear industry with a valuable network. We matched him with Lillelam through Global Growth, our programme for Norwegian companies looking to expand.

Lillelam is one of ten Norwegian design companies with ambitions to think bigger that secured a place on the programme this spring. Each company has been matched with a US industry mentor, and through our local office, they have gained unique access to the city where dreams come true.

The opportunities are undoubtedly significant. Norwegian design is in vogue in the US, where Americans have embraced the functional, refined Nordic style known for its high quality.

'In recent years, the US has become the largest export market for Norwegian design products. Growth is very strong and now outpaces that of European markets,' says Antonio Raposo.

He is a senior adviser at our New York office, one of our four offices in US cities.

‘It is often wise to get help to think bigger. Our local presence puts us in a strong position to help Norwegian companies make the most of opportunities in the local market,’ says Raposo.

'More and more Americans are discovering the many benefits of wool,' says Siem.

Lillelam has been making woollen clothing for children since 2004, when the founder was herself a mother of young children and could not find the right products for them. Their garments quickly became popular with wool-loving Norwegian families. The products have also gained ground among quality-conscious parents in other countries, including China, where they took part in a similar export programme with us.

'We also have a few retailers selling Lillelam in New York, and we're seeing growing demand,' says Siem.

Mentor Gary Simmons believes Lillelam has great potential in the US.

‘They offer outstanding, high-quality products and place a strong emphasis on sustainability. This aligns with what many Americans, particularly those in higher income groups, look for both for their own children and as gifts,’ says Simmons, who has 40 years of experience building brands and major department stores in the US.

The Global Growth programme is one of the ways we help companies looking to grow internationally. Every day, more than 100 market advisers across the world work to help Norwegian businesses succeed in international markets.

‘We help both companies that are new to exporting and those looking to expand their international operations. We provide support with strategy and all the practicalities, and offer a range of programmes and courses,’ says Raposo, before continuing:

‘We also work with experts who have valuable networks and understand the relevant sectors, market conditions and local business culture. Our aim is to give Norwegian companies market insight, help them find customers and business partners, introduce them to relevant contacts and provide practical support.’

Read more about how we help businesses think bigger – and seize international opportunities.

Several Norwegian furniture and design companies have succeeded in the US in recent years, and the Global Growth participants are quickly gaining a foothold. Lillelam was joined by Heymat, Norvigroup Norsk Dun, Eikund, Foraform, Hadeland Glassverk, Varier Furniture, Formfin, Lundhs and Woodling.

Before the trip, the participants attended several events, courses and digital mentoring sessions in Norway. During three packed days in 'The Big Apple', they connected with key players in each industry and niche, including distributors, retailers, editors and PR agencies.

'As a small company, we have limited financial and human resources to gather all the information we need about the US market, which is quite different from the Norwegian market. Global Growth makes this possible,' says Sonja Dønne, CEO of Heymat.

The family business's designer doormats have already attracted international attention and recently won the 'Oscar of design', the Red Dot Award. Now they hope their stylish mats will welcome many American feet.

‘The US is a market full of opportunities. That also makes it crowded, with fierce competition for consumers’ attention. We want to build an international interior design brand and are prepared to invest the time needed in the years ahead. Global Growth puts us in a stronger position to succeed.’

Companies with long-standing traditions are also taking part in this year's export programme. Hadeland Glassverk is one of them.

‘Global Growth has helped us make strong progress, gain valuable insights and build an extensive network. This will be a great help as we enter the US market,’ says John Jacobsen, Head of International Business Development at Hadeland Glassverk.

They have already begun working with a well-established nationwide lighting supplier that has ambitious plans for them in the years ahead.

‘We look forward to bringing classic Norwegian design – and 261 years of traditional products and cultural heritage – to design-conscious consumers and interior designers in the US.’

Back home in Norway, an enthusiastic Pernille Siem reflects on action-packed days when they seized every opportunity that came their way.

‘We wanted to see and learn as much as possible, and we were introduced to an important network – which is key in the US market,’ says Lillelam’s founder.

Among the most exciting meetings were those with Saks Fifth Avenue and Nordstrom, two of New York's largest department stores. Things are already moving forward.

‘They both want to stock Lillelam and told us that demand for children’s wool clothing is growing. Our quality was exactly what they were looking for, so this could be an exciting opportunity.’

Now it is about building on this momentum and securing both investors and a strong communications plan.

Siem has no doubt that the participants return home from the US with a significantly better chance of success. She also points out that getting to know the other companies has been valuable.

‘We have become a valuable micro-network, and we are all in the same boat as we head to the US. Exciting times lie ahead for all of us.’