Outlook

Interim Report, 2 November 2017
 

Market outlook and growth targets in 2017

The general uncertainty in the global economy is forecast to continue, and the estimated consumer demand varies in Marimekko's market areas. Retailers are exercising caution in their additional purchases and in selecting new suppliers, which is expected to impact Marimekko's wholesale sales also in 2017.

Finland, Marimekko’s important domestic market, accounts for about half of the company’s net sales. There are signs of a more positive vibe for retailing, and the trend is forecast to be moderate. Nonrecurring promotional deliveries had a positive impact on the company's sales in 2016, but no similarly large deliveries are in sight for 2017. Marimekko's sales in Finland, excluding income from nonrecurring promotional deliveries, are expected to be roughly on a par with 2016.

The Asia-Pacific region, Marimekko's second-biggest market, plays a significant part in the company's internationalisation. Japan is clearly the most important country in this region to Marimekko; the other countries' combined share of the company's net sales is still relatively small, as operations in these markets are in fairly early stages. Japan already has a very comprehensive network of Marimekko stores, and new ones are being opened at a rate of a few stores per year. Sales are supported by enhancing the operations of stores and by optimising the product range. Sales in the Asia-Pacific region this year are forecast to be roughly on a par with the previous year. About half of the Marimekko stores and shop-in-shops to be opened in 2017 will be in the Asia-Pacific region, and the company sees growing demand for its products in this area especially in the longer term. In Australia, prospects are expected to continue to be positive.

In 2017, the main thrust in expansion continues to be on openings of retailer-owned Marimekko stores. The aim is to open around 10–20 new Marimekko stores and shop-in-shops. Roughly half of the new stores will be shop-in-shops. Furthermore, the company continues the enhancement of the operations of Marimekko stores opened in recent years. The company’s own e-commerce and other online sales channels are forecast to continue to grow.

Royalty income is expected to grow in 2017. Most of the royalty income for the year as a whole was generated in the January-September period of 2017.

The expenses of marketing operations in 2017 are forecast to be higher than in 2016 (EUR 4.4 million). The total investments are estimated at approximately EUR 1.5 million (2.7).

Due to the seasonal nature of Marimekko's business, the major portion of the company's net sales and earnings are traditionally generated during the last two quarters of the year. The share of holiday sales in particular of the company’s net sales for the last quarter is considerable and the outcome of the holiday season has a significant impact on results for the whole year.
 

Financial guidance for 2017 (updated on 27 October 2017)

The Marimekko Group’s net sales for 2017 are estimated to be at the same level as in the previous year and comparable operating profit is expected to be at the same level as or higher than in the previous year.

In its half-year financial report published on 10 August 2017, the company estimated that its net sales and comparable operating profit for 2017 would be at the same level as in the previous year.