Sissel Edelbo’s childrenswear brand begins with a small jacket and a big wish for peace in a troubled world. Today, Sissel Mini is a strong business unit with organic growth and high demand, especially from Asia. The recipe is a playful approach, strong values, and a deep trust in gut feeling.
It all began with a child-sized jacket at the Aalborg-based fashion company Sissel Edelbo. Jeanne Sissel Thomsen designed a small pink patchwork jacket featuring peace doves and peace symbols – a loving response to the Russian invasion of Ukraine in 2022. For two decades, the company had worked with upcycled Indian textiles and traditional Indian craftsmanship.
“We had made it through a tough period during the pandemic, with lockdowns and halted exports. And when the war broke out, it hit hard mentally. What does the world need right now? The answer became a jacket for children – with a message of peace and love,” says Jeanne Sissel Thomsen, co-founder and Brand Director at Sissel Edelbo.
The jacket was initially intended as a one-off production. But it was met with overwhelming enthusiasm. Within a year, they sold 800 pieces – without any real strategy.
“Sissel Mini wasn’t planned as a new business area. It was something we did because we simply couldn’t help ourselves,” says Chris Elmengaard, CEO at Sissel Edelbo.
A Playful Approach with Built-in Care
The core of Sissel Mini’s success lies partly in the mix of the familiar and the playful. Customers already knew the brand’s popular womenswear and could now mirror it in a matching mother-child set. In every way, Sissel Mini is a natural extension of the brand universe:
“It’s been playfully easy for us. Our adult collection is already sweet and colourful, so it felt natural to turn it up even more in the children’s line. We just added more sprinkles,” explains Jeanne Sissel Thomsen.
The first collection took inspiration from signature styles in the adult line, like the embroidered My canvas jacket – a bestseller. The silhouettes are simple and practical, while the details shine with colour, pattern, storytelling, and craft. Sissel Mini is partly made using production leftovers and organic cotton fabrics. For owners Jeanne Sissel Thomsen and Chris Elmengaard, the childrenswear brand is also a tribute to the stories clothes tell when they’re worn, loved, and passed on.
For years, Sissel Edelbo has used the hashtag #fornextgeneration on social media – a phrase that naturally aligns with the Sissel Mini universe:
“It’s both a value-based guideline and a reminder of our responsibility to the next generation in all aspects of life. It’s the core of what we do – to create clothes that can be appreciated by the next generation,” Jeanne Sissel Thomsen explains.
Design with Personality
The design process at Sissel Mini builds on the very DNA that Sissel Edelbo was founded on. Jeanne Sissel Thomsen remains closely involved in all design work, with inspiration often coming from the everyday and the intuitive:
“Whenever we see something – an icon, a napkin, something cosmic – we find a way to use it in the collection. We’ve combined a circus tent with moons, for example. That way, a story becomes part of what we’re creating.”
The result is small jackets, vests, dresses, skirts, and sets that feel unique. Sissel Mini equals products with personality – where colour, craftsmanship, and the universe around it melt together.
Viral Success in China
Sissel Mini was launched as a loving reminder in a difficult time – a small creative add-on to the company. But the growth has been significant, thanks especially to online channels, social media, and strong partnerships with influencers and stockists who share the same values:
“We quickly sensed there was demand. And we were lucky to find exactly the right profiles early on – the ones where values and style align with ours,” says Chris Elmengaard.
Sissel Mini has especially found a foothold in Asia. On the Chinese platform Rednote, the kidswear line has truly been discovered – resulting in many enquiries from new retailers:
“We’ve landed with the right stockists. They’ve styled the products in a way that really inspires and has practically gone viral on their social media. In China, children hold a high status, and price has never been a barrier,” says Jeanne Sissel Thomsen, who remains humble about the success.
Gut Feeling as a Compass
Sissel Mini continues to evolve with new materials, larger collections, and new styles – such as shorts, which were introduced based on demand from Asian markets.
“We’ve used our resources to do things ourselves and grow organically. It’s been very much about following our gut and relying on what we already know we’re good at. We’ve generated a relatively high turnover from Sissel Mini alone. The volume is on a completely different level than we’re used to in Denmark – and they reorder almost weekly,” says Chris Elmengaard.
Despite the momentum in the Asian market, one key principle will continue to guide Sissel Mini and the couple behind it:
“Our dream is that it will continue to be fun and meaningful to dress little ones in the values we believe in. We have to be able to stand by it. As long as it feels right, we’re on the right path.”
