Only the best for the small family members - The Founders’ stories behind Luin Living Kids collection

Part of Luin Living’s philosophy has always been to offer the same luxurious quality for all family members. One reason behind that might be that the founders of the brand, Mari and Noora, both had babies in the spring of 2013, the year they started to dream about the best hair towel in the world. Staying at home with the babies, they started to develop the most luxurious towel fabric, something never seen in the market.

After more than a year of sampling, they knew they had something special in their hands. Here’s how Noora remembers the time: “My daughter was very bad in napping when she was one year old, the time when the children clearly still need one during the day. But when we got the final sample of Your Home Your Spa towel fabric, I had left it on my daughter’s bed for some reason. And yes, I can still remember the smile on her face when she laid her cheek against the fabric and after a short while fell asleep. I just knew that this was it! A few months after that I quit my job in banking and became a full-time towel enthusiast.”

*A lovely memory from the journey. First photo shootings with (own) children in 2015*.

A Baby Towel that does not come with princesses and frogs, but exceptionally soft touch

May first 2015 is the day Luin Living launched its first products: the Hair Towel, Towels and Bathrobes for adults. It was clear that the next products the founders wanted to design were the towels for small children. Their own experience was that many times the baby towels are too small, too hard or too colourful for their own visual taste.

“When we had the final Your Home Your Spa material in our hands, we wanted to immediately start designing products that our small children could use as well. Their sensitive skin deserves the softest touch of all. One more thing we had noticed in baby towels was that you cannot really use them after the baby starts to walk. We wanted to tackle that challenge by making the baby towel rather large and design it to turn into a cape towel with a snap when the baby starts to take the first steps”, Noora continues her reminiscences from 2015.

*The Baby Cape Towel born in 2015, as was the model* ❤

From childhood to teen years, bathing wear for all the ages

As well as the Baby Cape Towels, Luin Living launched the kids ponchos in 2015. Shortly after that many adults wanted the same. “Sometimes the flow goes opposite to the typical way – children’s products can act as an inspiration to adult ones. A year after we started to sell the kids ponchos, we launched the adult ponchos. The only difference in the ponchos design is that adult ponchos come without the ears in the hood, only leading to many adults requesting them!”, Mari says.

“The bathrobes, however, are currently exactly the same style for both the children and the adults. Even in the bathrobes we first had the belt attached to the back only for the children, but then realized it is actually a very practical thing for the adults as well. Today we are happy to offer our customers all-year-round the adult robes in 6 colours, and 5 sizes, and kids robes in 5 colours, 3 sizes. That I believe is a very comprehensive collection of bathing wear for the whole family, not forgetting the teenagers either!”, Mari continues.

Everyday indulgence for all family members.

The kids bathing line is completed with Dusty Rose in 2022

Luin Living has struggled with the idea of launching the kids collection in Dusty Rose. The reason has been that the founders think unisex colours are more sustainable in kids items, as the kids grow fast. They both have a daughter and a son, and they just thought it is not worth buying bathing textiles for both as new ones.

However, as stubborn as they sometimes are with their passion towards sustainability, they felt they had to listen to the customers. Here’s how Mari sees it: ”I guess designing products that last the course of time, is still the number one sustainability decision. Even if the towel or bathrobe may not necessarily be given to the family’s next child, it can be given to the neighbour, or a friend. And yes, I must admit, the Dusty Rose kids items are pretty gorgeous.”

Ladies in pink.

What’s more important than a good night sleep

Luin Living’s bedding linen was launched in 2017. That time it was already obvious to the brand that together with the adult bedding sheets, the children got their own ones as well. “In our home country Finland it is common that the baby crib is in the master bedroom. We thought that besides offering the beautiful quality to all family members, it will also please the eyes of many home decorators to have all the sheets with the same visual harmonious design”, Noora describes.