15-05-2025
Finland's Marimekko's Q1 sales hit $42.9 mn, eyes expansion in Asia
Finnish textiles and clothing company Marimekko Group has anticipated an increase in net sales in 2025 compared to 2024. The comparable operating profit margin is projected to be around 16–19 per cent (2024: 17.5 per cent). However, factors such as shifts in global trade policy, changes in consumer confidence and purchasing power in key markets, and potential disruptions in global supply chains may introduce volatility.
International sales are estimated to grow in 2025. In the strategy period 2023–2027, Marimekko focusses on Asia as the most important geographical area for international growth. In 2025, net sales in the Asia-Pacific region, group's second-largest market, are expected to increase. All brick-and-mortar Marimekko stores and most online stores in Asia are partner-owned. In 2025, the aim is to open approximately 10–15 new Marimekko stores and shop-in-shops, and most of the planned openings will be in Asia, Marimekko said in a press release.
Marimekko is expecting increased net sales and a 16â€'19 per cent operating profit margin in 2025, with strong growth projected in the Asia-Pacific region. The company plans 10â€'15 new store openings, mainly in Asia. Q1 2025 net sales rose 5 per cent to €39.6 million, driven by international growth. CEO Alahuhta-Kasko highlighted ongoing global expansion, and brand storytelling.
Meanwhile, Marimekko's net sales for the first quarter (Q1) of 2025 rose by 5 per cent year-over-year (YoY) to €39.6 million (~$42.9 million). This growth was driven primarily by increased wholesale sales in Europe and stronger retail performance in Finland (9 per cent). However, net sales in Finland declined by 3 per cent due to a lower volume of non-recurring promotional deliveries compared to the previous year, which had seen a high concentration of such deliveries and licensing income in Q1. International sales grew by 14 per cent YoY, supported by solid growth in both wholesale and retail channels.
The operating profit of the company stood at €4.3 million, with the comparable operating profit at €4.4 million, equating to 11.1 per cent of net sales. The decrease in profit was largely due to a weaker relative sales margin caused by higher discounts, lower licensing income, and increased fixed costs. Nonetheless, the rise in sales helped partially offset these impacts, added the release.
'We continue our consistent efforts to scale up the Marimekko phenomenon internationally. This year, we will focus on deepening Marimekko's story and showcasing the richness of our design language, building on the broad attention we gained last year as we celebrated the 60th anniversary of the Unikko print,' said Tiina Alahuhta-Kasko, president and chief-executive officer (CEO) of Marimekko Group. ' At Copenhagen fashion week in January, Marimekko's fashion show explored the relationship between art, architecture and fashion, delivering a combination of surprising colours and patterns that fashion lovers have learned to expect from us. In March, we opened the field of flowers exhibition in Osaka, featuring new floral prints by five designers.'
'The exhibition and the related pop-up stores will tour across Asia throughout the year, showcasing Marimekko's latest print designs—classics of the future—and provide an opportunity to reinforce our relationship with friends of our brand as well as introduce Marimekko to new customers, especially in Asia, which is the most important geographical area for our international growth,' added Alahuhta-Kasko.
Fibre2Fashion News Desk (SG)
