In the Asian market and in cooperation, the growth opportunities for the Finnish fashion brand Marimekko are located. This was explained by CEO Tiina Alahuta-Kasko during a webcast on the results of the second quarter.
In the second quarter, Marimekko achieved a sales increase from two percent to 44.5 million euros. Among other things, there is a successful cooperation with Crocs. The limited collection with the shoe brand was released in April and was quickly sold out. During the webcast, the CEO explained how important these collaborations are for the brand – not only because of the license revenue, but also because they increase the awareness of Marimekko worldwide. In the second quarter, the brand also cooperated with the coffee provider Blue Bottle Coffee, making Marimekko products in the USA and various countries of Asia present.
Marimekko has already carried out many collaborations in the past. One of the best known is that with Uniqlo, but the brand has already teamed up with Adidas and Ikea.
Finland remains the most important market and makes up more than half of the sales. In second place is the Asia-Pacific region with a quarter turnover of 8.2 million euros. However, the region has a decline in sales that CEO Alahuta-Kasko justifies with the elimination of license income in the region. “We had record years in 2023 and 2024 in relation to the license revenue. At the beginning of 2025 we already pointed out that these income would decrease compared to previous years.” Sales in their own retail remained the same during this period, and wholesale sales have even increased in the region.
The winning of the Finnish fashion company was under pressure during this period due to higher fixed costs than in the previous year. Although the product margins were better and more sales were achieved, higher discounts were also granted, more invested and the personnel costs increased by wage increases. The company has also hired additional staff, for example for the opening of the new branches. The bottom line was that the company remained profitable with a net profit of 4.3 million euros.
This article was used with digital tools translated.
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