Frú Lauga - Miss Lauga - her business is good food. Farmers, small-boat fishers, bakers and many more bring her fresh and delicious produce every morning. The mistress also has a weakness for fine imports, especially from Italy. 

Miss Lauga cares how her food is made, taking into consideration both its effect on the environment and the body of the consumer. She's also curious, so she looks into where the food comes from, trying to find the special and unique, looking to strengthen good traditions and encourage innovations.

Behind the face of miss Lauga, you will find Arnar Bjarnason and his wife Rakel Halldórsdóttir. They have lived both in Italy and Boston, US, and this has, in addition to the Icelandic influence, shaped their direction with the stores.