Financial Statement Bulletin 2025, 12 February 2026:
“Despite the continued challenging market situation, our net sales in the fourth quarter increased from the record-high level of the comparison period, boosted by the growth of international sales. Our comparable operating profit margin also remained good.
Marimekko’s net sales in the fourth quarter increased by one percent and amounted to EUR 54.7 million (54.0). The increase in net sales was driven particularly by the growth of retail and wholesale sales in the Asia-Pacific region. Our retail sales also grew in all of our other international market areas in spite of globally uncertain market situation and weak consumer confidence. The operating environment in Finland remained highly price-sensitive and tactical. This had a negative impact on domestic retail sales, which were lower than in the strong comparison period. In spite of this, our omnichannel retail sales grew globally by a total of two percent in October–December. Wholesale sales remained on par with the comparison period. Wholesale sales in Finland grew by two percent boosted by increased non-recurring promotional deliveries in domestic wholesale sales, which were heavily focused on the first half of the year in the comparison year. Total net sales in Finland decreased by one percent in the fourth quarter, while international net sales increased by five percent.
Our comparable operating profit in the final quarter of the year amounted to EUR 8.8 million (9.3), representing 16.1 percent of net sales (17.1). Our operating profit in the review period was negatively affected by higher fixed costs, particularly due to investments in marketing. At the same time, operating profit was supported by the relative sales margin being higher than in the comparison period and the growth of net sales.
Our net sales for 2025 grew by four percent and amounted to EUR 189.6 million (182.6). The growth of net sales increased our comparable operating profit, which came to EUR 32.3 million (31.9), representing 17.1 percent of net sales (17.5).
Marimekko’s first ever flagship store in Paris opened its doors in late October. The carefully prepared grand opening was featured in media around the world and drew a large crowd. In line with our strategy, we approach our market areas through key cities. Paris is one of the most important cities on the global fashion scene, and its impact in terms of building brand awareness and positioning extends beyond Europe to Asia and North America. This means that the Paris flagship store supports the broader scaling of the Marimekko brand phenomenon and long-term growth across different channels and international markets.
Also in the fourth quarter, the Marimekko store originally opened in Hong Kong in 2012 found a new home on the same street and re-opened as a flagship store, thereby building brand awareness and positioning with a wider impact in Asia. New Marimekko stores also opened in Tokyo and Bangkok. In addition, one pop-up store in Taipei and another in Kuala Lumpur were made into permanent stores. In the final quarter of the year, we also delighted our customers with eight new pop-up stores, mainly in Asia. One of the pop-up stores was related to a collaboration with the JW Marriott hotel chain, which sees Marimekko print designs featured in selected rooms and events at nine hotels in Beijing, Shanghai, Hong Kong and Guangzhou. Meanwhile, in Taichung, the Sundate Café was wrapped in Marimekko patterns in October–November. Creative brand experiences that connect Marimekko to the local community and culture in each market help differentiate the brand from the competition and introduce new customers to Marimekko.
In addition to developing our physical store network, we also developed the omnichannel retail experience by releasing a new Marimekko app for members of our customer loyalty program in December. In addition to delivering an inspiring shopping experience, the app provides a peek behind the scenes, for example stories behind our designs and prints, and content related to our textile printing factory. Simultaneously, we launched our renewed loyalty program, which now has its digital home in the Marimekko app.
The Field of Flowers touring exhibition, which showcases Marimekko’s latest floral prints, made stops in Shanghai and Sydney in the fourth quarter. During the year, we had the opportunity to present our art of printmaking to existing and new friends of Marimekko at a total of 11 Field of Flowers exhibitions. Prints from the exhibition will feature prominently for example in our spring and summer 2026 collections in clothing, in bags and accessories, and in home products.
As we enter our 75th year of operations, our focus remains on Marimekko’s unique and vibrant art of printmaking. Our archive of over 3,500 prints, created over the decades by a large number of talented designers, is at the very core of our design house. We continuously enrich it by introducing new and original perspectives on our colorful and bold design language. In the year ahead, alongside classics, our audiences will again see fresh and captivating prints and products featuring them, also from entirely new Marimekko designers.
I want to take this opportunity to express my warmest thanks to our ever-growing community of friends of Marimekko for their continued trust as well as to all of our personnel and partners around the world for their determined work in 2025. Our strong financial position and the profitable growth of our business even in a weaker market situation, combined with the growing interest in Marimekko worldwide, reflect our brand’s unique growth potential. We will continue our consistent long-term efforts to scale up the global Marimekko phenomenon and our business.”
Tiina Alahuhta-Kasko