From Norway’s coast to your closet – the story behind Lanullva

By Signe Hansen | Photos: Lanullva

On Norway’s rugged north-west coast, three decades ago, Brit Vinje Lyngstad knitted a wool top for her husband. It was a small act of care – she just wanted to keep him warm during long, cold days spent working on the farm and out in the forest. But she created more than warmth – she laid the foundation for a unique knitwear brand. Brit named the breathable wool underwear LANULLVA, short for lanolin, wool, and warmth. Years later, her daughter revived the legacy, turning Lanullva into one of Norway’s fastest-growing knitwear brands.

After nearly coming to a halt in the early 2000s, Lanullva was brought back to life by Gunn Anne Vinje Lyngstad, who relaunched the brand in 2006 after she inherited her mother’s legacy. In the years since, what started as a small family venture has grown into one of Norway’s fastest-growing knitwear brands, with five concept stores and a steadily expanding following.

Lanullva sources merino wool from certified farms in Uruguay, all 100 per cent mulesing-free and produced under the Responsible Wool Standard.

“When I came back, I was newly divorced with three kids and wanted to start again,” she recalls. “Back then, no retail chains wanted to take us in. So, I opened a shop in our tiny seaside village, close to my parents’ farm, surrounded by the rugged coastal weather that inspired our unique knitting technique. That was the beginning – and from there, it just grew.”

Her decision to create her own concept stores proved visionary. What began as a single local shop is now a thriving retail network spanning Røros, Trondheim, Tromsø, and Averøy, where the head office sits beside the spectacular Atlantic Road, one of Norway’s most scenic tourist routes.

The steady rise in sales and loyal customer following led Lanullva to receive the Gazelle Award for rapid growth three years in a row, and in 2014, Lyngstad herself was named Female Entrepreneur of the Year. “It has been a long journey, but I believed in what my mother had created,” she adds.

Gunn Anne’s son, Svein. Like all three of Gunn Anne Lyngstad’s children, Svein is part of the family business.

Knitting innovation and integrity

The foundation of Lanullva’s success lies in its unique open-knit structure, originally designed by founder Brit Vinje Lyngstad. The design allows air to circulate through the garment, keeping the wearer comfortably warm without overheating. “This knitting method gives the wool incredible ventilation,” explains Lyngstad. “It’s soft enough to wear directly on the skin and keeps its shape for years.”

To test the effect of the structure, the company turned to researchers at SINTEF, who assessed Lanullva garments under extreme conditions and confirmed their excellent thermal properties and breathability.

Behind the technical innovation lies a deep commitment to responsibility and animal welfare. Lanullva sources merino wool from certified farms in Uruguay, all 100 per cent mulesing-free and produced under the Responsible Wool Standard (RWS). Every link in the value chain – from the farm to the European production facilities – is certified and traceable.

“We pay extra to make sure animal welfare, working conditions, and environmental standards are upheld,” Lyngstad says. “This transparency and honesty are at the heart of everything we do. Our customers should always know where their garments come from.”

For Lyngstad, sustainability is not a marketing slogan, but a continuation of her parents’ ethos. “Lanullva has always been about care – for people, animals, and the environment,” she adds. Today, Lyngstad’s three children are also involved in the business and dedicated to continuing their family’s legacy.

Gunn Anne Vinje Lyngstad took over Lanullva to carry on her mother’s legacy in 2006.

Everyday luxury for every generation

Lanullva’s collection reflects its belief that wool should be worn, lived in, and loved – from newborns to explorers. The brand’s range includes cosy babywear, everyday knitwear, and robust outdoor layers, all characterised by comfort, function, and an ambition that the wearer should feel and look well-dressed.

Among its recent designs is the Eilif sweater, named after Gunn Anne’s father, a farmer. Eilif passed away five years ago, and the sweater, made in Norwegian wool, is inspired by the very first jumper her mother made for him. Lyngstad has even added her father’s signature to the Eilif sweater, making it a personal tribute. “My father stood for honesty, endurance, and quality – and that’s what this sweater represents,” she says. “Like his values, it’s meant to be passed down for generations.”

With natural elasticity, breathability, and durability, each piece embodies the brand’s mission to make wool a daily luxury. “Many of our customers tell us that they wear our sweaters every day now,” says Lyngstad. “They’re no longer just for hiking or outdoor life – they’ve become part of people’s everyday wardrobe.”

A brand ready for the world

Lanullva’s blend of authenticity and craftsmanship has earned it a devoted following across Norway – and growing recognition abroad. Tourists visiting the Atlantic Road, Tromsø or Røros often leave with an armful of woollens and later want to order more online. “We see huge interest from customers in Germany, Denmark, France and the US,” says Lyngstad. “But our current online store isn’t set up for international orders yet.”

That is about to change. Lanullva has established a Danish subsidiary and is now preparing to expand its international presence. “We’re not just looking for investors,” Lyngstad emphasises. “We’re looking for a partner who shares our values and wants to grow with us. Our products are real, our story is real – and that authenticity is what connects with people.”