Finnish fashion and textiles company Marimekko Group forecasts a rise in net sales for 2025 compared to 2024, with a projected operating profit margin between 16–19% (2024: 17.5%). However, uncertainties such as global trade policy changes, shifts in consumer purchasing power, and potential disruptions to supply chains may create challenges in achieving these targets.
Marimekko is optimistic about its international growth, particularly in Asia, which has been prioritized as the key market in its 2023–2027 strategic roadmap. As part of the Marimekko Asia growth strategy, the company expects increased sales in the Asia-Pacific region, its second-largest market. The majority of Marimekko’s brick-and-mortar stores and online shops in Asia are operated by partners. In 2025, the company aims to open 10–15 new stores and shop-in-shops, with most of these expansions planned for Asia, a region central to its global ambitions.
In the first quarter of 2025, Marimekko’s net sales grew by 5% year-over-year (YoY) to €39.6 million (~$42.9 million). The growth was driven by higher wholesale sales in Europe and improved retail performance in Finland, which saw an increase of 9%. However, Finnish net sales declined by 3%, attributed to fewer non-recurring promotional deliveries compared to last year’s Q1. This decline was offset by a 14% rise in international sales, with both wholesale and retail channels performing well.
The company reported an operating profit of €4.3 million in Q1 2025, with a comparable operating profit of €4.4 million, accounting for 11.1% of net sales. Challenges such as increased discounts, lower licensing income, and higher fixed costs contributed to a weaker profit margin, but the overall sales increase helped mitigate these effects.
“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 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.”
As part of the Marimekko Asia growth strategy, the company is leveraging initiatives like exhibitions and pop-up events to strengthen its presence in the region. “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.
By continuing to expand its footprint in Asia and maintain a focus on innovative design, Marimekko aims to strengthen its global market position while meeting its 2025 sales and profitability goals.
