Finnish lifestyle brand, Marimekko, is focusing on international expansion to resonate with a wider audience and appeal to the next generation of customers. The brand is targeting key markets in Northern Europe, North America, and the Asia Pacific region. In 2023, Marimekko saw a 5 percent increase in net sales, driven by growth in international sales and positive development of Finnish retail sales. Operating profit also saw an increase, boosted by higher net sales and improved sales margin. The brand’s financial guidance for 2024 predicts further growth in net sales.
Marimekko is celebrating the 60th anniversary of its iconic print, Unikko, born in 1964, with Bar Unikko, a conceptual takeover of a Milanese cafe during Milan Design Week. The brand has also launched a new dynamic store concept that embodies its optimistic and creative lifestyle philosophy. The design engages customers in various creative expressions and events, drawing inspiration from Marimekko’s Helsinki textile printing factory. Marimekko’s creative director, Rebekka Bay, describes the new retail concept as a reflection of the brand’s design thinking, inviting participation and engagement through experience and bold, functional design elements.
In response to consumer interest in sustainability, Marimekko has launched Marimekko Preloved, a peer-to-peer platform for selling old or vintage pieces. The brand is also expanding its collection with Mari Denim, launching in August. The denim collection follows sustainability guidelines, with minimal hardware for recyclability and a focus on organic and recycled cotton. Marimekko aims to introduce Mari Denim to new audiences by leveraging its unique value proposition in denim and tapping into its print archives for innovative designs.
Despite the digital world, Marimekko believes that physical retail remains crucial for its brand culture and distribution channels. The company plans to open 10-15 new stores and shops in Asia Pacific, with a focus on direct-to-consumer sales and wholesale partnerships. Marimekko has expanded its collaboration with Nordstrom in North America, reflecting the brand’s commitment to reaching more customers globally. The brand is excited about the next phase of its strategic journey, aiming to teach consumers to buy less but better, in line with its ethos of timeless and long-lasting design.
Marimekko is looking to expand its presence internationally, while staying true to its heritage and design philosophy. The brand’s recent financial report shows growth in both net sales and operating profit, driven by increased sales in key markets and the launch of new collections such as Mari Denim. With a focus on sustainability and timeless design, Marimekko is attracting a new generation of customers while remaining a beloved brand among existing fans. As the company looks towards the future, it plans to continue its expansion, bringing Marimekko to customers around the world through a mix of physical and digital channels.
