AEllings© design is based on real life experiences with new born babies. Read AEllings© story here www.aellings.dk
The first AEllings designs were developed in 2012 by Camilla Thuge Lund, after the birth of her first son, Alexander who was born 7 weeks early. The experience with traditional baby wear was that it was difficult and uncomfortable to put on and off her small newborn baby. Most designs seemed to have been made for bigger children, and just scaled down in size. Many styles had thick layers, buttons in the back, impractical details and all in all seemed uncomfortable for her baby and didn't allow her baby to move freely. These experiences led her to believe, that there would be a market for a new designs specifically for the newborns.

The booklet "The Baby Wardrobe" mostly wrote itself, as she tried to gain an overview of the needs and demands of the newborns.

With her background in business management and the children's clothing industry, an MBA in Relationship Marketing, and a burning wish to start her own business – AEllings Of Denmark was founded.

Today, after the birth of her second son, the core collection has been commercialized, and is now launched in selected boutiques around the globe.

All AEllings© styles are designed to specifically cater for the early and newborn babies who are yet very delicate. Where most other brands just scale down their styles to newborn size without considering comfort. The special side closure design of AEllings© is unique on the market. The product quality is high, and prices are reasonable.