Finnish fashion and design brand Marimekko reported net sales of €39.6 million (approximately $42.9 million) for the first quarter of 2025, reflecting a 5 percent increase year-over-year. The growth was driven primarily by stronger wholesale sales in Europe and solid retail performance in Finland, although domestic sales dipped slightly due to fewer promotional deliveries compared to Q1 last year.
According to Marimekko, international sales rose by 14 percent during the period, reinforcing the company’s ongoing focus on expanding its global footprint.
“We continue our consistent efforts to scale up the Marimekko phenomenon internationally,” says Tiina Alahuhta-Kasko, president and CEO of Marimekko Group.
She emphasized a strategic focus on deepening the brand’s narrative and visual identity, following heightened attention during last year’s 60th anniversary of the Unikko print.
Asia-Pacific remains the company’s second-largest market and is identified as the key growth region in Marimekko’s international strategy for 2023–2027. In a press release, the company announced plans to open 10 to 15 new stores and shop-in-shops during 2025—mostly in Asia.
In March, the company launched its Field of Flowers exhibition in Osaka, Japan, featuring floral print designs by five artists. The exhibition, along with related pop-up stores, will tour various Asian cities throughout 2025.
“Asia is the most important geographical area for our international growth,” says Alahuhta-Kasko.
She added that the touring exhibition will offer opportunities to engage both long-time Marimekko fans and new customers across the region.
Operating profit for the quarter stood at €4.3 million, with a comparable margin of 11.1 percent. Profitability was affected by increased fixed costs, lower licensing income, and higher discounts, though partially offset by the rise in overall sales.
As previously reported by ScandAsia, Marimekko has been steadily strengthening its presence in Southeast Asia. All Marimekko stores in the region are operated by partners, a model the company continues to rely on as it scales across Asia.
In Thailand, Marimekko has established a strong presence, with multiple store openings over the years. In September 2024, the brand opened a new concept store at Siam Discovery in Bangkok, enhancing its footprint in the country.
In September 2023, Marimekko launched its first store in Singapore at ION Orchard mall, a prime shopping destination. This expansion was in collaboration with Tanachira, Marimekko’s partner in Thailand, marking a significant step in the brand’s Southeast Asian growth strategy.
Marimekko has expressed plans to enter the Malaysian market, with store openings anticipated in key locations. This move aligns with the company’s broader strategy to strengthen its presence in Southeast Asia.
The brand is also set to establish a presence in Vietnam, with planned store openings in major cities such as Hanoi and Ho Chi Minh City. These expansions are part of Marimekko’s efforts to tap into emerging markets within the region.
These developments underscore Marimekko’s commitment to expanding its footprint in Southeast Asia, leveraging partnerships and strategic store locations to reach new customer bases.
