Yearbook 2014 20 1 4
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2014 YEARBOOK YEARBOOK YEARBOOK 2014 www.marimekko.com 1 Bold and true to life Marimekko is a Finnish design and different industries. The theme CONTENTS company. The core of its business was visible in collections as well as is the design and manufacture of various partnership schemes embracing 2 timeless and individual, practical and summer fashion, contemporary art, From the President beautiful consumer goods. The array of fibre research, and aviation. and CEO Marimekko design embraces clothing, Anna Teurnell, who started work bags and accessories as well as home as Creative Director in July, is taking 4 décor items ranging from textiles to Marimekko’s design in new directions. New stage in strategy tableware. The first sight of the new course will be When Marimekko was founded in in autumn 2015. 5 1951, the unparalleled patterns and The Marimekko store network Marimekko’s colours of its printed fabrics gave it a continued to grow in 2014. The most Creative Director strong and unique identity. A heritage new stores were opened in Asia. In acquired over decades, with its values June, a partnership contract was signed 6 and legends, is an inexhaustible to take Marimekko into the Middle East, Vision, goals treasure from which it is good to draw with the first stage being Dubai in the and strategy courage and the strength for renewal, UAE. even today. The unquestioned star of the 8 One of the themes of Marimekko eventful year was perhaps the most 2014 in figures design in 2014 was to explore what popular and best known of all of interesting things can emerge from Marimekko’s innumerable classics: 11 encounters between different cultures the 50-year-old Unikko pattern. Marimekko growing in Asia 12 Highlights of the year 16 Sustainability at Marimekko marimekko.com 18 company.marimekko.com Personnel facebook.com/marimekkoglobal 20 instagram.com/marimekkoglobal Marimekko spirit twitter.com/marimekkoglobal pinterest.com/marimekkoglobal youtube.com/marimekkovideo 2 As of the Annual General Meeting in spring 2015, Marimekko will be co-led by Tiina Alahuhta-Kasko and Mika Ihamuotila. ”To me, 50-year-old Unikko symbolises the heart of Marimekko at its best: it is timeless, positive and bold, and it contains nothing unnecessary.” From the President and CEO Marimekko has a year behind it in Asia-Pacific region, where the number which we celebrated internationally of our stores has doubled to 46 in the what is perhaps our most iconic past three years alone. I am delighted pattern, Unikko, designed by Maija that we entered this growing market in Isola 50 years ago. We took Unikko to time. Now that we have a fairly strong places including fashion shows, the position and recognition factor there, it side of an aircraft and a pop-up café is natural to continue the expansion in in Tokyo, and we stirred an online the region. debate about courage. When I look at In many of our traditional markets Unikko, I can only marvel at how it – particularly Finland and the rest of has gone on to become just as radical Europe – last year was very difficult. and contemporary as it was in the This shows in our overall net sales, year when it was designed, 1964. To which were on a par with the previous me, Unikko symbolises the heart of year’s figure. However, it was positive Marimekko at its best: it is timeless, that there was an increase in our online positive and bold, and it contains sales in Finland. nothing unnecessary. In spite of difficult market Digital matters played an important conditions, we achieved good results part in our work in 2014. I am pleased and a very strong cash flow. Contri- that we got started in time. In today’s butory factors in the strong results world, consumers demand multichannel included operational reorganisations the most striking results of our work service, and in order to succeed, and cost-cutting as well as the royalty on sustainable development is the Allu corporate players like us have to make income from Banana Republic’s dress, produced in collaboration with shopping as simple and as pleasant for Marimekko collection. In the course of Aalto University, which is made of the consumer as possible, regardless the reorganisations, we unfortunately renewable Finnish birch cellulose. of the channel in question. The trend had to engage in consultative A great deal is expected of this award- in our online sales was promising last negotiations which affected all winning material innovation in the year, and we devoted great effort to our operations in Finland with the future. digital marketing communications and exception of the textile printing Another important step forwards the social media. I am convinced that factory in Helsinki. in 2014 was the recruitment of the digitisation will transform retail trade Sustainability has always been part new Creative Director, Anna Teurnell. from top to bottom. I see this largely as of Marimekko’s core, and we did a lot to Our goal is, with Anna’s leadership, to an opportunity for Marimekko – not a promote this in 2014 as before. Ethics create even more attractive products threat. and ecological aspects, respect for and especially in the early stage to In 2014, we continued to invest nature and people in everything we do, underpin our position as a maker of boldly in international expansion and are the cornerstones of our philosophy fashion internationally. in boosting our brand profile. Of the of sustainability. I believe Marimekko And what of the future? The year 19 Marimekko stores opened during acts as a counterweight to the short- 2015 has started quite gloomily in the year, 13 are outside Finland. The termist, disposable culture – Marimekko Finland and the rest of Europe, and main thrust of our expansion was the design should be long-lasting. One of because of this we are under pressure toimitusjohtajaLta 3 in terms of both our net sales and our Board of Directors. Pekka Lundmark, ”In spite of difficult bottom line. However, I am confident who has chaired our Board of that our international growth will Directors since 2008, has declared market conditions, continue, particularly in Asia, and that he is no longer available for the indeed we intend to progress far- post, and I would like to thank him we achieved good sightedly along our chosen path. for his truly excellent handling of results and a very Our target this year is to open 10–20 the job. stores, some of which will be in what I am enormously enthusiastic strong cash flow.” are for us totally new markets: Dubai, about advancing our company Singapore and Bangkok. together with Tiina and all the rest of As of the Annual General Meeting our personnel. I believe we are now in spring, the duties of Marimekko’s superbly placed to make Marimekko President will be the responsibility of an even more attractive brand and Tiina Alahuhta-Kasko. I am very happy an even more international and that we are able to appoint one of our profitable company. own as President. I believe Tiina is an extraordinary person and leader – a visionary, an achiever, inspiring and fair. I myself will continue as CEO and I am also a candidate for chairman of the Mika Ihamuotila 4 New stage in strategy The international growth of Marimekko has been built consistently during 2014–2018 the past eight years. The first stage PROFITABLE AND GLOBAL FASHION & HOME BRAND WITH STRONG DIGITAL OPERATIONS involved laying the foundations for the development of a global company. The aim of the current four- • from a ”niche design cult brand” to a much broader appeal year period is to make Marimekko a for selected target customers profitable, global fashion and home • fashion to an entirely new level brand with strong digital operations. • translating recent growth into stronger profitability • strong store growth with special focus on Asia • new generation steps in digital and collaborations 2010–2014 GLOBAL COMPANY • development of fashion • launch of a global network of stores • launch of US e-comm and focus on digital communication • efficiency improvements • successful global collaborations • launch of a sustainability and CSR organisation 2008–2012 FOUNDATIONS • crystallisation of the brand • building a professional organisation • corporate culture • new categories in home products • store concept • new stores and teams in Asia and the Americas 100 Vuotta ARMIN SYNTYMÄSTÄ 5 ANNA TEURNELL Marimekko’s Creative Director Anna Teurnell started for Marimekko as Creative Director and member of the Management Group in July 2014. She leads Marimekko’s design team and is responsible for the design strategy of all the product lines – fashion, home, and bags and accessories. Teurnell came to Marimekko after serving as Director of Design for the & Other Stories brand, which sells clothing and accessories. She worked in various key positions related to brand-building and design for the Hennes & Mauritz Group for a long time. Teurnell graduated from the Beckmans College of Design in Stockholm, and she also has job experience of print design for clothes. Anna Teurnell aims to make sure that Marimekko continues to look like Marimekko in the years ahead. The strong brand is a good basis for updating the collections: among the things in sight are new materials, new silhouettes and new patterns to accompany the treasures in the archives. The objective is to create the classics of tomorrow, products which people will still want to use decades from today. The autumn 2015 collections already show signs of the direction in which Teurnell wants Marimekko design to advance. The spring 2016 collection will be the first started from scratch under her leadership. ”I am enormously happy that I am able to take Marimekko forward.