Astari x Lion Foundation

The lion has always been more than a logo to us. As the national animal of the Netherlands, the Dutch Lion has represented courage, strength, resilience, and determination for centuries. It is a symbol deeply rooted in our heritage, and one that perfectly reflects who we are as a Dutch company.

These same values define how we build Astari. We believe in creating products that are built to last, challenging convention through innovation, and moving forward with confidence. That is why the lion became part of our identity from the very beginning. You’ll find it throughout our products, packaging, website, and every part of the Astari experience.

But the lion is more than a symbol. Today, wild lion populations continue to decline due to habitat loss, human wildlife conflict, illegal trade, and the disappearance of their natural prey. A species that has represented strength for generations now needs protection itself. That is why supporting lion conservation is more than giving back. It is a cause that genuinely reflects who we are and what Astari stands for.

Our commitment to the Lion Foundation goes beyond financial support. We believe that making a difference starts with understanding the people behind the mission. That is why the Astari team regularly visits the Lion foundation in the Netherlands. During these visits, we are given a personal tour of the sanctuary, meet the rescued animals, hear their individual stories, and learn about the challenges and successes involved in caring for them.

What makes these visits especially meaningful is the incredible dedication of the many foundation’s volunteers. Their passion, knowledge, and tireless commitment to giving these animals a better future is genuinely inspiring. Seeing the work they do firsthand gives us an even greater appreciation for the impact they make every single day.

These experiences remind us that every rescued lion has its own story and deserves a second chance. They also strengthen our commitment to supporting the foundation, not just financially, but as a long term partner that truly cares about its mission.

Having already visited the sanctuary in the Netherlands on multiple occasions with the Astari team, we are also looking forward to visiting Lion foundations’ second location in South Africa in the near future, where many of the rescued animals are eventually given the opportunity to live in a much more natural environment.