To mark its 20th anniversary, Småfolk is embarking on a new journey focused on global expansion, digital acceleration, and a sharpened brand strategy – amid a challenging landscape in the children’s fashion industry.
When Småfolk launched its now-iconic apple print in 2005, it marked the beginning of a children’s wear brand that quickly found its way into wardrobes across Denmark – and later far beyond. This year, Småfolk celebrates 20 years, and while much has changed since the beginning, the core remains the same: colourful children’s clothing that makes room for imagination and personality.
Marianne Nygaard Ditlefsen, Business Development Manager at Småfolk, joined the leadership team in 2023 following a change of ownership. For her, it’s crucial to build on the solid foundation laid by the former owners:
“Like most long-standing businesses, Småfolk has experienced both tailwinds and headwinds over the years. But the brand’s resilience shows the strength of its foundation and the loyalty it has earned from both customers and retailers,” she says.
New Life for the Iconic Apple Print
Småfolk’s early success was partly driven by the many local children’s shops in Denmark, where close customer contact and strong retailer relationships helped build awareness and trust. Later came the opening of its own stores across the country – an important strategic move as independent retailers began to close, marking a new chapter in the company’s development.
With the 2023 ownership change, Småfolk began a new journey. The team behind the brand wanted to sharpen the creative direction and create a clearer link between the brand’s legacy and the present-day children’s fashion scene. The result is the new Iconics collection – a permanent NOOS line that breathes new life into selected classics like the apple print, which remains central to the assortment.
A Shift in the Industry
Remaining relevant in a competitive market is, for Småfolk, about consistency and authenticity. The retro-inspired aesthetic is still core to the brand’s DNA, but the visual universe has evolved towards more trend-oriented collections with contemporary colours and styling:
“We now work with greater variety but always grounded in our graphic identity. It’s about connecting our roots with what’s happening in international kidswear,” says Ditlefsen.
Småfolk has also streamlined its range, reinforced its NOOS strategy, increased its digital presence, and focused more on key markets:
“We’re seeing another industry shift. Whereas product and materials were once the sole focus, today the visual universe and brand communication are more important than ever. Imagery, storytelling, and digital platforms have become an integral part of our identity – and a key to maintaining and renewing relationships with both existing and new customers,” she adds.
Colourful Designs Gaining Ground Internationally
As kidswear becomes increasingly global, Småfolk has seen growing interest from new markets. Especially in Japan and South Korea, the Scandinavian aesthetic resonates – defined by clean cuts, vibrant colours, and graphic prints.
“There’s a real love for the playful and visual expression we stand for. Our designs speak to an aesthetic that values detail and colour,” says Ditlefsen.
Germany and Denmark remain core markets, while Småfolk is actively exploring new regions with high potential:
“We’re looking at several new markets in Asia – such as China and India – where we’re seeing growing interest in our colourful, graphic universe. The Middle East is also an exciting area, where we currently have several promising partnerships,” Ditlefsen concludes.
Facts:
Outwork ApS took over Småfolk from founder Tana Kretzschmer and CEO Mikkel Hauger, who stepped away from daily operations on 30 June 2023. Marianne Nygaard Ditlefsen joined as Business Development Manager and is part of the new management team at Småfolk. She also owns and runs the kidswear brand Ildhu Cph.
