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Marimekko seeks to strengthen position in Scandinavia
Jun '13
Scandinavia is one of Marimekko’s main markets and the company aims, in line with its strategy, to strengthen its position in the area. In late May and early June, Marimekko’s e-commerce expanded to Sweden, while a Marimekko-owned store was opened in Täby Centrum near Stockholm.

In August, Marimekko will open its own store in the centre of Copenhagen and two shop-in-shops will be opened by the Danish department store chain Magasin. Also, Marimekko will showcase its spring and summer 2014 clothing collection at Copenhagen Fashion Week at the beginning of August.

At the beginning of June, Marimekko expanded its store network in Sweden with the opening of the sixth company-owned store there, in the Täby Centrum near Stockholm, one of the biggest shopping malls in the country.

Marimekko’s e-commerce expanded to Sweden at the end of May; the online store now serves Marimekko customers in the United States and Finland as well as Sweden. The company-owned Marimekko store at Norrmalmstorg in Stockholm has been refurbished and was reopened this week.

In Denmark, Marimekko will take a significant step on 10 August, when it will open a company-owned store in a very attractive business location in the centre of Copenhagen. Marimekko also has its own store at Copenhagen airport. Retailer-owned Marimekko stores in Denmark are located in downtown Copenhagen and Aalborg.

As part of the implementation of its expansion strategy, Marimekko has also actively enhanced its collaboration with classy department stores and specialist retailers. In August, the Danish department store chain Magasin will open two shop-in-shops focusing on Marimekko’s interior decoration products in its stores, one in Copenhagen and the other in Lyngby.

The Magasin department store in Copenhagen already hosts a Marimekko pop-up shop, which will operate there until the opening of the permanent shop-in-shop.

In order to support the store opening in Copenhagen as well as to boost the operations of its other stores in Scandinavia, Marimekko will showcase its spring and summer 2014 collection at Copenhagen Fashion Week on 8 August 2013.

The show, targeted at the media and industry professionals, is a continuation of Marimekko’s previous shows in conjunction with fashion weeks in Stockholm in January 2013, New York in September 2012, and Tokyo in October 2011.

“At Copenhagen Fashion Week, we will proudly present Marimekko’s spring and summer 2014 collection, which encourages bold self-expression. The collection will strongly feature hand-painted patterns, playful geometrics and exciting abstracts.

"A central part will be played by a new modern interpretation of the iconic Unikko pattern, which will be 50 years old next year. My team and I are super excited about our forthcoming show at the biggest fashion event in the Nordic countries,” says Head of Fashion Design Noora Niinikoski.

Besides Northern Europe, Marimekko is also expanding its operations in its other main market areas, North America and the Asia-Pacific region. The main thrust in the expansion in 2013 is on opening retailer-owned Marimekko stores and shop-in-shops. Moreover, the company focuses on developing the business of the stores it opened in 2012.


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