LIIR, Norway

Located in the historic center of Trondheim, Norway's third-largest city located on the west coast, Liir sits along the fjord that shares its name. Representing a new generation of lingerie boutiques in Northern Europe, it ecompasses a bright 969 ft² space where aesthetics, comfort, and expertise come together. Founded in 1988 under the name She Undertøy, the boutique underwent a true revival when Helene Moan, whose background spans interior design, wellness, and retail, purchased the brand in 2021. 

Four years later, she rebranded it as Liir and moved it into a new space that reflects her vision: minimalist, warm, and designed for today's woman. The new boutique immediately captivates with its calming atmosphere, where soft tones, natural materials, muted lighting, and subtle greenery create a contemporary yet intimate setting.

 Liir's success also rests on dynamic communication. Carefully managed social media, local collaborations, and exclusive events bring the boutique to life, strengthening its close connection with the Trondheim community. Helene sees this bond with her clients as essential to a sustainable and responsible business: “It's about building long-term trust, not just selling lingerie,” she says. Looking ahead, she plans to expand Liir's digital presence while preserving the human touch that makes it unique. Straddling the line between wellness studio and artist's atelier, the Norwegian boutique embodies a contemporary vision of lingerie: masterful, poised, and profoundly feminine.

We love the calming décor, enhanced with delicate botanical motifs that subtly celebrate nature, bringing freshness, softness, and serenity to the space.