Element 99, run by mother daughter team Lynette and Lauren Hendry, has been named the Australian distributor of Danish brand Én Gry & Sif.
All Én Gry & Sif products—including homewares, children’s, women’s, accessories, and Christmas and Easter decorations—are designed in Denmark and handmade in Nepal from felted wool.
Combining Scandinavian design and traditional Nepalese craft techniques, Én Gry & Sif was certified by the World Fair Trade Organisation in 2009 and aims to make a difference in the lives of the 1,000 workers who make the products.
Lynette first spotted the brand in Canberra in 2010. With a background in education she had long been passionate about felt products, especially for children.
“We have always found that the tactile nature of felt products enhances learning opportunities for children, plus supports and educates all individuals about the fair trade story,” explains Lauren.
They were particularly drawn to Én Gry & Sif because of the innovative design and colour choices, high quality production and wide range.
“Not only does Én Gry & Sif offer toys to a wide age range of children, their spread to homewares with detailed accents and larger pieces give any lover of felt a diverse way to make Én Gry & Sif part of their home,” she says.
The pair began their first business, Forefeet, in 2011 selling educational resources at markets and school events. This led to the founding of Element 99 in January 2014, and the opening of children’s store The Einsteinium in the NSW Southern Highlands earlier this year.
“We’re all about providing eclectic, highly visual and tactile products not only to children but to visual, kinaesthetic, bright and fun individuals of all ages.
“We have taken what we see as the more pertinent words from an Oscar Wilde quote: ‘Partly for children, and partly for those who have kept the childlike faculties of wonder and joy’.”
At this stage, Én Gry & Sif is the only brand distributed by Element 99, however, the duo is planning to release their own range of fairy items by the end of this year that will complement other brands stocked in The Einsteinium.
Having just completed a business road trip from Sydney to Melbourne, the pair had the chance to show retailers in both states their new Én Gry & Sif products, and say retailers were enthusiastic.
“Three of the first eight retailers placed immediate orders and the rest are planning the inclusion of the felt in 2016,” says Lauren. “We know that when a wider range of retailers see Én Gry & Sif the brand is sure to become an Australian must-have.”
By Ruth Cooper
