Softness That Speaks Without Words

Soft Plush World began not as a business, but as a promise — to bring gentleness back into a fast, noisy world. In 2011, our founder, Lena Morrell, left her career in industrial design after realizing she missed the human side of creation — the things we hold, gift, and keep close.

She started stitching small plush companions by hand, each one inspired by a simple question: What does comfort look like? From that question grew a world — one filled with soft textures, warm expressions, and timeless charm.

Today, Soft Plush World is a collective of artists and dreamers who believe that comfort is a universal language. Every plush we design carries a feeling — calm, joy, nostalgia — and a gentle reminder that kindness, like softness, never goes out of style.

Soft Plush World — where hearts find their quiet place to rest.