Scandinavian Style

Danish house of bridal fashion LILLY has a big and very beautiful portfolio of brands, designed to complement each other and offer a full service to retailers.

Scandinavian LILLY has been at the forefront of the bridal wear market for 70 years. The story of its success dates back to 1946 when the company was founded by Lilly Hansen. "It was directly after the war and textiles were extremely scarce" explains Anne Kathrine Rantzau Ulrich, the company's CEO "So, at the time, it was extremely important that whoever you entrusted with the task of creating your bridal gown would be able to work miracles - and Lilly could make three meters look like twenty. Because of her attention to detail, the word of Lilly's designs and craft skills spread. And we are still known for theses qualities today. The company has it's own LILLY stores in Germany, Denmark and Sweden, as well as numerous retailers all over Europe.

Now in its third generation as one of Europe's largest bridal gown manufacturers, the brand has gone from strength to strength. LILLY employs over 100 people nth in-house and in its specialist stores.


The brand has successfully developed four fashion labels within the bridal market. LILLY, PASSIONS by LILLY, DIAMONDS by LILLY and purewhite by LILLY. Each collection is supplemented by a wide collection of matching accessories such as jewellery, veils, shoes, purses, jackets and headwear such as tiaras, curlies or floral hairpieces. Alongside the bridalwear LILLY also has an adorable collection of fashion for flower girls and pageboys, communion dresses and christening-gowns.

The talent behind the brands stunning collections is designer Eva-Dorthe Smith "She is a fountain of new ideas and is constantly drawing, sketching and creating new styles in our in-house production facilities in Vejle (Denmark) " says Anne Kathrine "She is also heavily involved in contact with our retailers as well as brides-to-be. This face-to-face interaction and constant flow of feedback ignites her creativity , which means new design ideas flow easily onto the drawings board. " "Our bridal collections are classic, bestselling styles. Because we have so many stockists and shops of our own, it's understandable that the demand for made-to-measure attire is not our main market anymore. However we do provide this service for special clients in Denmark, as this is still where many of our dresses are made." For clients who needs special measurements for the standard collection-styles the delivery time is only 12 weeks!


In addition to being widely admired for the design and quality of its styles. LILLY is highly regarded for its first class customer relations. "We value direct contact with all our customers, and we enjoy visiting the stores and meeting first-hand." says Anne-Kathrine "We are always available to offer advice and inside knowledge to our retailers about which styles are performing best with the end-consumers. Having our own stores gives us an inside track on what consumers want and like best, and it means we have valuable information and first-hand experience to share. To support our retailers further, we have a B2B-online shop where orders can be placed out of office hours - unsurprisingly this has proved extremely popular. "We service our retailers on a daily basis, with delivery terms of just 1-2- weeks." The flagship LILLY range features the largest selection and is very sought after while PASSIONS by LILLY and purewhite by LILLY meet the needs of different retailers and different brides.


LILLY - is the core collection. The signature are classic gowns in elegant materials and pretty finishing touches of detail.
PASSIONS by LILLY - is a fashionable collection of bridalgowns in contemporary silhouettes and intricate details.
purewhite by LILLY - Pure. Elegant. Authetic.  Clear cuts and perfect silhouettes in an aura of luxury.
DIAMONDS by LILLY - is a range of stylish dresses in shorter length, specifically designed for brides having a "far-and-away" destination wedding or a less traditional affair.


Bridal Accessories
Flowegirls & Pageboys fashion
Communion fashion
Christening gowns & accessories