Nääsgränsgården: Festive classics with a touch of magic
Text: Liz Longden | Photos: Nääsgränsgården
From images of forests draped in snow, to cosying round a roaring fire, there is something undeniably irresistible about a traditional Nordic Christmas. And what kind of a festive period would it be without a friendly elf or two to keep an eye on the home?
“Christmas is a holiday associated with conviviality, warmth and love, and it’s a time when we love our traditions, when we’re not afraid to decorate our homes with colour and indulge in a bit maximalism,” says Annica Hovbom, product manager and co-owner of Nääsgränsgården. “I think that’s why our elves continue to be so well-loved.”
The Västra Götaland-based company produces ornaments for every season and occasion and has made a name for itself with its high-quality, exclusive Scandinavian design. It is arguably best known, however, for its Christmas collections, and in particular its characterful elves, which have been adding a touch of magic to Scandinavian homes for 25 years.
The collections are created by Swedish and Danish designers, who are carefully selected for their expertise and experience, and who work closely with Nääsgränsgården in a collaborative design process. And while each collection has an almost timeless quality, a subtle touch of contemporary style also helps to keep the product range fresh.
“We see our series as classic, but also with the occasional nod to trends. Our best-known elves have been in our range since 2000, although they change their shape and sometimes colour and material, too,” Hovbom explains, adding that last year saw the introduction of a new range of wooden elves, which proved to be very popular. “But what all our pieces have in common is that they are of authentic Scandinavian design, which stands the test of time and which people love to collect.”
This solid base of tradition, complemented by a sprinkling of innovation and an eye on the market, has helped to ensure the brand’s journey from strength to strength. Already well established in Sweden, Norway, Germany and Denmark, Nääsgränsgården’s collections have also begun to attract attention in the UK. And Annica Hovbom says that admirers will soon have even more to look forward to. “We will be launching a new series of mixed products before next year by a new designer, which we are very excited about, so customers should keep an eye on our website.”
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