The threat weighs on gas by bringing their old familiar patterns to the supermarket shelves.
On the left Prisma, on the right Kesko’s bump. The dresses are held by Hanna Virkamäki, creative director of the threat. Laura Vesa
The familiar flower designs of the clothing manufacturer Uhhana will come to the Prisms and Citymarkets’ own clothing collections and completely new product lines as Uhana begins to licenses them to their partners.
Domestic clothing manufacturer Uhana Design is known for its spectacular flower patterns that the company is now focusing on its new sister brand under Garden by Unahana.
– The idea is that this is a constant concept that brings out classics over and over again in different forms and with different partners, the Sales Director of Unahana Anna Rintamäki tells you.
First, the patterns are visible, for example, in the natural cosmetics series in magic packaging, DS hair products, card point gift papers and bondele socks. In addition to Prisms and Citymarkets, the products will come to Stockmanni, Sokos and Tokmanni. Some are already in stores.
Kesko and the S Group will have their own clothing collection, which are familiar with the threat of threats with small edits. For example, the patterns may have been placed a little more loosely, leaving more space between the flowers.
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There is unused potential in the threat of the threat, says Sales Director Anna Rintamäki (left), Hanna Virkamäki and founder Mira Vanttaja believe. Laura Vesa
Isn’t that a threat to fear that the luxurious brand will lose its glow when you see the same patterns in Prism and Tokmanni?
– We want to think so that we are making the brand available to more. When there are challenges with purchasing power, you do not have to give up the brand completely, but then you can take a small piece of it, says Rintamäki.
According to surveys from the Trade Union, Finns buy the most clothes from the supermarket. Rintamäki does not believe that Uhana’s own and partners’ products will compete with each other. Instead, cheaper products from other manufacturers can also later guide the threat to their own brand.
Only flower and vegetable patterns are moved under the Garden brand. Other patterns and monochrome products may also show in the actual Uhana brand patterns. According to Rintamäki, the footprint to be recognized for Uhana will continue to be visible in both.
Uhana received international attention when Prime Minister Sanna Marin was filmed in her knitwear dress with a fashion magazine Vogue in the spring of 2020. Marin wore the same black dress, inter alia, to report on the introduction of a standby law at a news conference on March 17, 2020. Henri Kärkkäinen
Uhana struggled again to be profitable
Like many other domestic clothing brands, Uhana has been tough first with the rise of the cost of Korona and then the cost of the Russian offensive war. The company’s net sales fell to about half of 2021 from over EUR 1.9 million and the result was at a loss of three years.
However, according to Rintamäki, the Licensing Business is not expected to be salvation for the brand. Rather, it puts a big gear in the eye again.
– We have managed to turn our operations profitable from the beginning of this year and we are waiting for a positive result for this financial year.
For example, adding the direction by adding new, cheaper product groups such as tea shirts, socks and caps. The number of workers shrunk from thirteen to four. According to preliminary information, the turnover for the financial year ended in May this year was approximately EUR 800,000 and the result was approximately EUR 20,000.
– We have done a lot of work to make our operations turn profitable. Now the gas is pressed.