As Marimekko prepares to mark its 75th anniversary, CEO Tiina Alahuhta-Kasko discusses the brand’s focus on digital expansion and the launch of its first denim collection.
Finnish design house Marimekko is preparing to celebrate its 75th anniversary while simultaneously embracing innovation and expansion, according to CEO Tiina Alahuhta-Kasko in an interview with Modern Retail. Known for its distinctive oversized florals, bold prints, and vibrant stripes, Marimekko is seeking to blend its rich heritage with modern retail strategies, especially in the digital realm.
As part of its efforts to enhance its online presence, Marimekko has recently transitioned its website to a composable platform, allowing for easier onboarding in new markets and the addition of multiple languages, Alahuhta-Kasko noted. This significant upgrade aligns with the company’s objectives for growth in digital sales, which have become a focal point, especially following the COVID-19 pandemic. “Digital was one of our key success factors during the pandemic, … but even before then, we made the decision to really invest in our digital capabilities,” Alahuhta-Kasko explained.
In another strategic move, Marimekko is set to launch its first-ever denim collection, dubbed Maridenim, by the end of 2024, aimed at expanding its ready-to-wear offerings. This new line is expected to resonate with younger consumers, particularly Gen Z, as the brand pivots towards experiential marketing strategies that include pop-up stores and fashion shows. “We are a heritage brand with more than 70 years of history and a very strong, loyal fan base,” Alahuhta-Kasko expressed, adding that introducing the brand to a new generation is essential.
Marimekko, which translates to “Mary’s dress” in Finnish, began as a textile brand in 1951 before branching into home furnishings and accessories, cultivating an international clientele that includes notable figures like Jackie Kennedy and Georgia O’Keeffe. Presently, Marimekko distributes its products through various channels, including online platforms and partnerships with retailers such as Nordstrom. Additionally, the brand operates numerous stores, particularly in the Asia-Pacific region, and plans to open 10-15 new locations this year, along with its inaugural flagship store in Paris. The company’s financial results for 2024 indicate a year-over-year sales increase of 5%, totaling €182.6 million (approximately $197.56 million), with the fourth-quarter net sales reaching record highs.
In its ongoing commitment to a unified approach, Marimekko groups its online and physical stores into an “omnichannel network.” Although e-commerce has been a growing aspect of its business, Alahuhta-Kasko remarked that the brand is determined to enhance its digital revenue capabilities. The switch to a composable commerce model enabled additional features to be introduced in a swift and cost-effective manner, complemented by the use of artificial intelligence for updating imagery and responding to customer queries.
Industry experts note that the shift to composable commerce—where brands can customize and adjust their offerings—has become increasingly popular. Emily Pfeiffer, a principal analyst at Forrester, highlighted that many brands are making this switch to benefit from greater flexibility in their digital operations, especially those that have established technology.
Marimekko’s focus on enhancing its ready-to-wear collection aligns with the brand’s strategy to capture emerging trends and consumer preferences. With denim seeing a resurgence in fashion, Alahuhta-Kasko stated that Maridenim has been positively received across all markets. Going forward, the brand plans to introduce new styles in response to the evolving demands of the fashion landscape.
Despite exploring new avenues, Marimekko intends to maintain its commitment to core product categories, including ready-to-wear, bags, accessories, and home products. Alahuhta-Kasko reiterated the company’s selectivity when it comes to developing new product categories, while also remaining open to licensing partnerships with compatible brands like Uniqlo and Adidas to bolster its offerings.
To further engage with its customers, Marimekko is scheduling real-life activations such as its presence at Milan Design Week on April 7, showcasing collaborations with artists like Laila Gohar. Additionally, a touring pop-up exhibition titled “Field of Flowers,” featuring 25 new floral prints from emerging designers, is set to take place across Asia.
As Marimekko navigates current macroeconomic challenges, Alahuhta-Kasko expressed her optimism for the company’s future, citing its established global supply chain as a critical advantage. “I think that any competitive company in our industry has needed to learn new ways of working and mitigating different kinds of situations and disruptions,” she stated, indicating that Marimekko feels equipped to face the industry’s complexities.
Source: Noah Wire Services
