Marimekko celebrates 10 years of design revolution in Thailand!

Marimekko celebrates 10 years of design revolution in Thailand!

Marimekko, the Finnish design brand, is celebrating its tenth anniversary in Thailand. In this decade, the brand has not only firmly established itself in people's minds, but has also eliminated the odd misleading first impression. At first, Marimekko was often perceived as a Japanese brand, but a strategic collaboration with Finnair helped to more clearly communicate Finland as the brand's origin. This connection to Scandinavian identity is also reflected in the products, which impress with their functionality and colorful designs.

A prime example of success is the “bag”, which has become the main product. With over 20,000 sales in just one year, it impressively shows how well Marimekko has its finger on the pulse of the times. Approximately 60% of sales in Thailand come from clothing, which is remarkable compared to other countries where this share is between 20-30%. In just a decade, the brand has opened almost 15 stores that have been adapted to the needs of Thai customers.

The heart of the design

The focus is particularly on the iconic Unikko pattern, designed by Maija Isola in 1964. This design has established itself as the most recognizable in the brand's long history. In total, Marimekko offers over 1,000 different patterns, often inspired by nature. The high functionality of the designs is complemented by a positive, lively color palette that is intended to enrich the everyday life of its users.

The issue of sustainability should not be neglected. Marimekko leads by example and relies on environmentally friendly materials that are both reusable and recyclable. With bio-based thickeners in the printing paste and the use of certified, organic materials, the brand pursues fixed goals in its responsible production. Marimekko is also popular in the second-hand market, especially in Scandinavian countries, where sustainability awareness is strong.

The driver of change

Tiina Alahuhta-Kasko, who has been on board as CEO since 2016, has played a key role in modernizing the company and driving international expansion. Their commitment to sustainability and diversity is shared by the entire workforce. Under her leadership, Marimekko recorded net sales of 174 million euros in 2023 - a double compared to 2015. She has been recognized as Business Leader of the Year several times and is also a member of the board of Finnair.

But Alahuhta-Kasko isn't looking back; she has big plans: Over the next ten years, Marimekko not only wants to expand further, but also become even more present in the everyday lives of Thai customers. “Brand Love” is a central memento in Marimekko’s marketing, always with the aim of building a long-term connection with people.

In a world that is constantly changing, Marimekko will continue to make its mark with fresh ideas, creative designs and a tireless commitment to sustainability - and perhaps sell many more bags.

For more information about the development of Marimekko in Thailand you can read the article on Momentum read up and find out more about sustainable growth strategies QS Insights experience.