Discover the transformative role of natural textiles and homewares in fostering a sense of sanctuary at home.
For more than 20 years, has spurred the importance of natural materials in the home. Based in Melbourne’s Fitzroy, L&M Home not only reflects Anna’s Norwegian heritage and design understanding but also her background in fashion textiles and passion for authentic, age-old craftsmanship.
Born out of a lack of pure cotton bed linen available, the L&M Home range now spans bed linen and bedheads, as well as table, bath and home accessories, all made from natural fabrics and sharing an inherent character, texture and longevity.
We spoke to Anna about how the Norwegian and Danish concept of ‘hygge’ underscores the L&M Home collections, how our perception of luxury and craft has changed in recent years and why nature’s embrace is at the heart of cultivating a nurturing place to return to at the end of a long day.
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“I prefer a minimalist approach to design; however, the Danish and Norwegian concept of ‘hygge’ is often central to our decisions.”
– L&M Home founder Anna Lofts
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You established L&M Home 21 years ago. Can you take us back to where the L&M Home story began?
Anna Lofts: I moved to Australia from Oslo more than 40 years ago. I started a fashion company with a business partner; we imported clothing, mostly from France and Italy. The business partnership lasted nearly 20 years, through motherhood and longer than our marriages. Ultimately, I was ready for new challenges and started L&M Home in 2001 (formerly Linen & Moore).
From my previous business, I was familiar with manufacturing and importing. I worked from home and used my garage as a warehouse until the business had grown enough to justify commercial space. There was very little pure cotton bed linen available; everything was polyester/cotton, so this was our starting point. Our collections now span home accessories, bed linen, table and bath, focusing on natural materials rich in texture and character: linen that becomes softer with time and use, soft hand-loomed cotton and handmade stoneware.
We have a beautiful showroom in Fitzroy, Melbourne, with 14 employees, as well as wholesale agent representatives across Australia. We focus on locality and personal service, which has helped build a community around the L&M Home brand over the last 20 years.
Can you speak further about the influence of Norwegian design on the L&M Home range?
Anna Lofts: My love for all things decorative began in Norway; however, when it comes to design styles, I enjoy exploring various genres without confining myself. I initially developed products for the collection that I would like to own. Items that I, as a consumer, couldn’t find in Australian stores. I prefer a minimalist approach to design; however, the Danish and Norwegian concept of ‘hygge’ is often central to our decisions.
Your offering spans bed linen, table, bath made from natural materials. What is the importance of sourcing natural materials to the L&M Home ethos?
Anna Lofts: We believe that luxury and craft are being redefined, and we’re passionate about the narrative around the maker, traditional techniques, and the provenance of materials. We take pride in using 100 per cent natural fabrics – such as Portuguese cotton, Australian wool and the finest French linen – which support small family farmers and sustainable producers.
Products made from natural materials feel better, inspire care, and can be responsibly disposed of at the end of their life. Most importantly, they are recyclable or biodegradable, unlike polyester-type micro-fibres, which end up in our oceans. We weave, dye, print and sew using talented craftspeople at each stage, allowing us to control the entire transformation process.
Natural texture and character are also defining qualities of your range. From your perspective, how do tactile natural materials enhance daily rituals?
Anna Lofts: Small changes to your morning rituals or cosy touches can transform a space and at L&M Home, we strive to offer thoughtful pieces that enhance the everyday experience. I love a home to feel warm, inviting, personal and lived in. The home should be a place that boosts our well-being, inviting us to rest and restore, and offering sanctuary.
“We believe that luxury and craft are being redefined, and we’re passionate about the narrative around the maker, traditional techniques, and the provenance of materials.”
– L&M Home founder Anna Lofts
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work well in combination with the Isla Espresso Blanket.
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L&M Home value traditional techniques and bringing the maker’s story to the fore, working closely with suppliers, craftspeople, factories and small workshops over many years. Can you share an example of a collection or product that exemplifies this?
Anna Lofts: Our suppliers are our partners and often our friends. Many have been with L&M Home since the beginning, allowing us to build a trusted network of craftspeople and small family workshops. There’s something so special and unique about the handmade block printing process in Jaipur. Each printed cushion or table linen design can take up to 90 days to produce, from carving the blocks used, to dying and carefully printing the fabric. Carrying tradition gives it this indefinable quality.
We recently launched a range of beautiful artisanal bedheads. Each piece has been thoughtfully handcrafted in Melbourne by expert local upholsterers, using quality raw materials to ensure longevity. We put a lot of time into research, design and development with our supplier for a truly collaborative journey. The Marion bedhead is an authentic artisan product and embodies a calm and restorative bedroom.
What is L&M Home’s approach to sustainability?
Anna Lofts: From a sustainability point of view, we focus on making products that aren’t thrown away. We are deeply committed to high-quality, timeless design to help people buy less and buy better. We believe we have an important part to play in fostering a more circular lifestyle and are always looking at opportunities to do more. Our goal is to increase our sustainably sourced products annually while maintaining the quality and longevity of our collections. The focus on quality and the desire for products to last a lifetime is something I’m challenged on and checked and double-checked on throughout the design process.
What is the importance of travel in sourcing your new collections?
Anna Lofts: My creativity is nourished by travel, which keeps me inspired and engaged. When I visit our talented suppliers in India, being in the presence of such creation highlights how the value of craftsmanship can be lost through the disconnection of machine production taking over handwork. This awareness of the process and craft-driven approach has always been at the forefront of everything I do.
Fundamentally, what do you see as the role of soft furnishings and textiles in the home?
Anna Lofts: When considering a holistic approach to the overall atmosphere of a home, I believe that soft furnishings and textiles are the number one design element. Warm, gentle tones and textural weaves can transform a space into a restorative home you want to retreat into and let go of the day’s stresses.
“When considering a holistic approach to the overall atmosphere of a home, I believe that soft furnishings and textiles are the number one design element.”
– L&M Home founder Anna Lofts
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