In the summer of 2007, Line Iren Andersen completed her Master’s degree project in Industrial Design from the Oslo School of Architecture and Design, by designing a sex toy set for couples, the first to do so in Norway.
Immediately after graduating, she teamed up with friend, research assistant on the project and business graduate, Karianne Ronning, to found a company and pursue the goal of getting Line’s designs into production under their very own brand: Laid. The 18 months of research, analysis and design development prior to this had resulted in both of them achieving an extensive knowledge and understanding of sex toys, their history, the market potential and how to apply them to designing, developing and selling products. Last, but certainly not least, it sparked an enormous interest in putting this all into practice. Laid is the first Norwegian company to design and manufacture products for sexual pleasure and wellbeing. It was formally established in 2009 and is based in Oslo, Norway with production facilities in Shenzhen and Xiamen, China. Laid is involved in every step of development from concept and design to production and distribution, ensuring the use of safe and reliable materials, as well as responsible manufacturing and packaging.