The hat designed by Kati Niemi has even been seen on the cover of Elle Italian magazine.
You have probably seen them too: a Helsinki resident Kati Niemen37, hats are a common sight in fashion photography and urban street photography.
In the morning, the atmosphere of the KN Kati Niemi boutique on Helsinki’s Eerikinkatu is calm. The corona pandemic has slowed sales in a small boutique, but the online store is instead teeming.
Super trendy fluffy hats have been in the selection of the KN Kati Niemi hat brand for about five years. MIKKO HUISKO
– You need to have your own online store if you want to be a credible brand today. In most cases, the customers of the stone leg have already looked at what they want to buy from the online store. It sets them in motion, says CEO, designer and entrepreneur Kati Niemi.
Kati has not always been the boss of her company, as it is a family business. Carpenter Alpo Niemi manufactured hat supports for local hat dealers as early as the 1940s. For a long time, Kati’s father ran the company, Jorma, which began importing hats from Italy. Also Kat’s big brother Ilkka Niemi was involved in the company’s operations for many years. Originally, the KN Kati Niemi brand was the hat import company Jorretuote Oy. The funny name comes from Kati’s father’s name.
From summer jobs to CEO
Kati did summer jobs at the family business as early as high school. At that time, the job description included packing hats and arranging a warehouse in Kerava. At the age of 22, he actually came to work for the company to do accounting, and had no plans to continue. Until he became interested in design. Soon the Finns adopted the hats designed by Kati.
Only 23 years old, Kati bought her brother’s shares and took over the management of the family business. He got a free hand to develop the company’s operations. The goal was to bring the company to this day and Kati took up the challenge. She was the first to start refreshing her grandmother’s image attached to hats.
“I wanted to prove that hats belong to everyone, regardless of age or style,” Kati says. MIKKO HUISKO
However, the basics were on the desktop first. What was needed was good product images, a working website and a new marketing plan. The company’s internal processes were also renewed from the beginning.
– Nobody really instructed me in any way. My father has always been smartly supporting me, Kati says.
– Support and security, the best fairy in the world who enjoys caring for her grandchildren today, she continues.
The changes and development in the family business have been done at cost, without external financiers.
Net sales increased sixfold
The development of the company over the last 15 years has been significant. The name of the hat brand has changed, but so has the business of the entire company. Today, KN Kati Niemi designs and manufactures hats for women, men and children. The hats are made in Italy and Poland.
– Now this is real business. The company’s turnover has increased sixfold in my years We now employ five people.
Kati’s Italian spouse has been involved in the company full-time for five years. Without a technically savvy partner, a worksheet would be challenging.
The red thread of Kati’s design is the ease of use of the products, high-quality materials and a simplified design. MIKKO HUISKO
“Timing is everything”
– I want to inspire people with my hats and bring new styles to market. Sometimes I’ve been with my models too early. In fashion, timing is everything.
For example, the now super-trendy Fur Hats have been part of the KN Kati Niemi brand collection for five years. The roots of summer straw hats are in the boho chic style, which is especially popular in the interior.
The straw hat designed by Kati was seen on the cover of Elle Italian magazine a few years ago. A striking image and a small mention on the inside were important to Kati herself personally. The hat ended up in the magazine through a familiar stylist. MIKKO HUISKO
Kati is a self-taught hat designer. She follows fashion trends closely. Trend winds are coming and going at an ever-accelerating pace. Social media has accelerated the fashion cycle.
– Interpreting future fashion requires a sixth sense, Kati says.
According to Kat, the climate has a strong effect on how many hats are sold. In cold winters, fur hats are especially popular, while in the summer heat, insulated straw hats are on sale. Wearing hats has become trendy and no one is cool barefoot in the winter anymore.
– I want my holistic worldview to be reflected in my work, Kati says.
In addition to its own stone footing and online store, KN Kati Niemi’s products are now sold at Stockmann, Sokos and selected clothing stores in Finland and the Nordic countries.
Kati Niemi’s company plants a tree for every online store purchase.
– I am not a climate scavenger, but the clothing industry produces huge emissions. That is why we have started cooperating with an organization that plants trees. It is our way of giving back to nature.