NOVOOI brings Norwegian design to the world
Published 27 May 2026 (updated 2 June 2026) · 3 min read
NOVOOI curates and exports Norwegian furniture and design objects, with a focus on quality, sustainability in craftsmanship, culture and long-term value.
Founded as a side project in 2021, today NOVOOI operates as a curated marketplace, an international e-commerce platform and an interior design studio, guided by a belief that good interiors are built through many hands, many stories and a shared commitment to producing things the right way.
“The Made in Norway label helps us to articulate something we already practice: that origin, process and responsibility are real competitive advantages for Norwegian design. ”
Lillian Ayla Ersoy
CEO, Creative Director & Founder of NOVOOI
NOVOOI was founded on a simple but ambitious idea of giving Norwegian design the clearer, stronger and more accessible presence that it deserves in the international market. Rooted in craftsmanship, cultural heritage and a deep respect for how things are made, the company exists to make Norwegian design easier to discover, easier to understand and easier to choose. The Made in Norway label is a natural extension of the company’s foundation.
Bringing together more than 120 Norwegian brands, NOVOOI connects established manufacturers with emerging designers, craftsmanship with contemporary expression, and local production with international demand. The result is a platform where quality, sustainability and origin are not marketing claims, but built-in principles.
NOVOOI targets growing international market for Scandinavian design
NOVOOI operates across the Norwegian home market and a growing international market for Scandinavian design. Its customers include design-conscious consumers, interior designers and professional buyers. CEO, Creative Director and Founder Lillian Ayla Ersoy estimates the size of the Scandinavian design market at around EUR 6.3 billion and Norway accounts for roughly 10 per cent of this. Norway's export target is EUR 1.09 billion by 2030.
The Made in Norway label is a valuable asset for NOVOOI, as international buyers want to know where products come from, who made them and under what conditions.
At the same time, NOVOOI is addressing a structural challenge for Norwegian design: limited access to international distribution. While quality and innovation are well established, channels to global markets have often been fragmented. NOVOOI was established to strengthen this link between Norwegian manufacturers and international buyers.
“For international buyers, the Made in Norway label is a clear signal of quality and credibility. For us, it strengthens our ability to position Norwegian design as something distinct, responsible and worth investing in,” explains Ersoy.
Motivation for seeking Made in Norway certification
The Made in Norway label provides a shared and recognisable language when engaging with international customers and partners. In a global market where “Scandinavian” is often used as a broad category, Made in Norway offers clarity – making it easier to explain what distinguishes Norwegian design in terms of quality, responsibility and production culture.
“For NOVOOI, Made in Norway is not an external endorsement, but a natural extension of the company’s foundation. Norwegian origin, design tradition and production ethics have been central to NOVOOI since day one, shaping both its curation and its communication.”
Lillian Ayla Ersoy
Making Norwegian origin visible across every touchpoint
The Made in Norway label will be integrated across all NOVOOI touchpoints, including the online store, product pages, packaging, press materials and social media. The company will use the label actively in international B2B communication, trade fairs and sales presentations, reinforcing trust and clarity in new markets.
In addition, NOVOOI will ensure that the Made in Norway label will be visible on the pages featuring certified products and will use the certification as a curation criterion for the platform.
“In the long term, we see Made in Norway as a key element of our international positioning – a stamp of quality that distinguishes Norwegian design from a generic Scandinavian aesthetic and gives buyers a clear reason to choose Norwegian.”
Lillian Ayla Ersoy
The Model 711 chair in lacquered oak is designed and manufactured by LK Hjelle. 
The Mio Onboard coffee table is designed and manufactured by LK Hjelle. 
The Less 3-seater sofa is designed and manufactured by LK Hjelle. 
The Entity W Shelf is designed by Brand HØGH. 
The 1001 AF Lounge Chair is a Norwegian design classic by Sven Ivar Dysthe. 
Cyclop Side Table 405 is a sculptural and distinctive side table from Fjordfiesta. 
Bambi 57/4 is a classic Norwegian chair designed by Sigurd Resell and Rastad & Relling Tegnekontor in 1955 and currently manufactured by Fjordfiesta. 
This stylish plate is designed by Figgjo. 
HÅG Capisco 8106 is an iconic office chair. 
Ekstrem™ from Varier is a chair that stands out with its unusual and open design. 
The Dokka pendant is a Norwegian design classic created by Birger Dahl and relaunched by Northern. 
The Hifive system and cabinets are comprised of streamlined modular components. The Anker cube candleholder in cast iron is designed by Torbjørn Anderssen and Espen Voll for Nedre Foss. The Ildhane candlestick in cast iron is designed by Torbjørn Anderssen and Espen Voll for Nedre Foss. 
The iconic Tube Chair was designed by Sigurd Resell in 1971 and is currently manufactured by Matre.
