About Novooi

Photo Pernille Sandberg

Novooi represents a new generation of distinguished Norwegian brands. Our name Novooi pays homage to art nouveau, meaning newly arrived.

We carefully curate a selection of exceptional Norwegian design and craft. We aim to increase exports and showcase the remarkable talent and of over 100 of Norway's finest artisans and manufacturers.

Consumers and professional buyers can find unique objects that highlight the best of Norwegian craftsmanship. We connect a community of craftspeople, interior architects and manufacturers, and create a stronger voice and visibility for Norwegian makers.

Our collection includes handcrafted objects, art, furniture, lighting, textiles, jewellery and ceramics from over 100 distinguished and emerging artisans. Objects from Novooi are ordered directly from our artisans and manufacturers, resulting in zero warehouse storage and a minimal carbon footprint.

We offer curatorial design services for exhibitions, interior spaces and unique events. Together with our network of interior architects and creatives, we curate conceptual spaces for cultural institutions, brands, hotels and offices.

Meet the Team

  • Lillian Ayla Ersoy

    FOUNDER | CEO | CREATIVE DIRECTOR

    Novooi was founded in 2021 by Lillian Ayla Ersoy, an experienced creative director and designer, with 18 years of experience in branding, design thinking and product development. Lillian graduated from Purdue University, USA and NEGOCIA in Paris with degrees in visual communications design and international business.

  • Hélène Andersen

    CO-FOUNDER | CONTENT DIRECTOR

    Hélène graduated from the University of Oslo with degrees in social anthropology, criminology, and the history of religion, with extensive experience as a journalist and editor. She has been a long-time journalist for Costume magazine. For several years, she has been the editor of the Oslo Design Fair magazine and responsible for the fair's program and social media communication.

  • Nils-Fredrik Winther-Kaland

    CO-OWNER | E-COMMERCE ADVISOR

    Nils-Fredrik is a co-owner of Novooi and the CEO of Maksimer, our development partner and expert in building, evolving, and creating growth in integrated online stores. Maksimer is a leading e-commerce development company in Norway and has developed online stores for several of our members, such as Northern, Heymat, and Fitjar Islands.

  • Liam Flood


    CO-FOUNDER | STRATEGIC ADVISOR

    Liam Flood is a leader with international experience in commercial business and strategy, possessing deep expertise in hydrographic surveys.. He has expertise in design thinking and business model innovation, particularly related to new sustainable and digital technologies. He holds an MBA from BI Norwegian Busines School.

  • Paul White

    CO-FOUNDER | ADVISOR

    Paul White has 25 years of experience in IT and understands the positive impact of technology on business and the planet. With extensive experience and networks across various sectors, he creates innovative solutions that solve problems and open up new opportunities.

  • Fredrik Søfteland

    DIGITAL ARCHITECT

  • Kim Bertelsen

    TECH LEAD

  • Marte Herness

    PROJECT MANAGER, E-COMMERCE

Testimonials from our community

  • It has been extremely challenging to be a Norwegian furniture manufacturer in recent years. We believe Novooi can help us increase our sales and reduce costs, especially regarding shipping and customs duties in the EU.

    Pål Lunder, CEO FjordFiesta

  • I believe Novooi is the new leading platform for Norwegian design and craft. I am going to invest more in my own production to sell online through Novooi.

    Anna Maria Øfstedal Eng,
    Product Designer & Artisan

  • I immediately fell in love with the Klorofyll pots from Anderssen & Voll and Elementa. It was a joy to order from Noovoi with fast, personal service. Thank you for fronting Norwegian designers in new ways, and for making quality products available in varied price ranges.

    Live Lømo, Customer

  • I loved being part of the premiered exhibition by Novooi during Designers’ Saturday. I met some incredibly talented peer artisans and got welcomed to a circle of human beings who share the same passion and desire for the craft and design scene in Norway.

    Siqi, Designer in Naaz Ceramics

  • The collaboration with Novooi at Designers’ Saturday was very positive. The exhibition was a great platform and viewing opportunity, which attracted a lot of people. Novooi is a great partner to increase awareness of Norwegian products. We are happy to collaborate again.

    David Reiss-Andersen
    CEO Norske Mikrohus

Novooi Represents

  • Norwegian Design

    Each object is designed and often manufactured by artisans in Norway. Novooi aims to spread knowledge and connect our community through exhibitions and events in iconic locations.

  • Quality Craftsmanship

    We support artisans and manufacturers dedicated to exceptional craftsmanship, ensuring each piece is thoughtfully created with attention to detail and a commitment to excellence.

  • Local and sustainable

    Novooi maintains a low carbon footprint with minimal warehouse waste with drop shipping. Many of the brands are locally made, use recycled materials, and are built on circular and sustainable values.

Join the Novooi community

Apply as a Norwegian designer, artist or brand and become a part of the Novooi curated collection.

Learn more