Our vision is to be the world’s most inspiring lifestyle design brand renowned for bold prints.
Marimekko’s long-term financial goals
Marimekko revised its long-term financial goals on 6 September 2022. The long-term financial goals are as follows:
- annual growth in net sales 15% (actual in 2025: 4%)
- comparable operating profit margin 20% (actual in 2025: 17.1%)
- ratio of net debt to EBITDA at year end max. 2 (actual in 2025: -0.17)
- the intention is to pay a yearly dividend; percentage of earnings per share allocated to dividends at least 50% (actual in 2025: 70%)
The previous financial goals were set in November 2018, and the company exceeded them at the end of 2021.
Focus areas of strategy 2023-2027: Scaling the Marimekko business and growth especially in international markets
Marimekko has defined the following five strategic success factors to scale growth of the Marimekko business during the next strategy period.
S: Determined sustainability efforts strongly support Marimekko’s long-term success
Marimekko wants to be a forerunner in developing products and practices throughout the value chain, for instance, by extending the lifespan of the products and increasing the use of organic and recycled materials. To further demonstrate its dedication, Marimekko has set short-term science-based emissions reduction targets (SBT) in line with the Paris Climate Agreement.
C: Sharpened creative vision to speak to a wider global audience
Marimekko continues to reinforce a sharpened creative vision to speak to a wider global audience, with ready-to-wear as the communicational spearhead of the Marimekko lifestyle. This work includes, among others, developing collection modularity to fulfil market and channel-specific customer needs even better, as well as levelling up the integration of sustainability aspects into the design principles.
A: Accelerating growth in Asia
Northern Europe, the Asia Pacific region and North America are the company’s main market areas, while Marimekko will focus on Asia as the most important geographical area for international growth. The growing market, strong brand fit and proven track record with the loose franchise partnership model provide a good foundation for accelerating omnichannel growth in Asia. Marimekko approaches the market areas via key cities and focuses on capturing growth in the company’s existing markets as well as selectively explores opening of new markets in Asia.
L: Love for Marimekko life
The company connects with its customers with a value-based, unique brand story with optimism and the art of printmaking at heart. Creative brand experiences that affix Marimekko with local art, culture and communities enable the company to stand out, while brand collaborations introduce Marimekko to new audiences. The meaningful purpose and shared values, the culture fostering creativity and internal entrepreneurship as well as the company’s efforts to promote diversity, equity and inclusion create a strong foundation for Marimekko’s future success.
E: End-to-end digitality to boost omnichannel growth and efficiency
Direct-to-consumer, operated by the company itself or its partners, represents the core of Marimekko’s distribution strategy. It is complemented with select retailers and e-tailers to gain scale and access to new customers. Even with a digital first mindset, physical stores play an important role as the hearts of brand culture, fueling also online growth. Marimekko will work actively on multiple fronts to accelerate the wider digitalization of the company as new technologies and data bring interesting opportunities benefiting the company’s entire value chain and seamless customer experience.
Watch the video below and learn about Marimekko’s SCALE strategy as presented by CEO and President Tiina Alahuhta-Kasko.