Vision, Objectives and Strategy

Marimekko’s vision is to be the most acclaimed print designer in the world and one of the most appealing design-based consumer brands. The company's objective is to grow and succeed in the international arena as a Finnish design company that has a strong identity. Business development primarily focuses on controlled organic growth in Finland and selected export markets.

Objectives

• Highlight colourful print design as a differentiating factor.
• Enhance global awareness of Marimekko as a unique design-based consumer brand.
• Generate added value for the Marimekko brand by means of developing the product, store and distribution concepts.
• Maintain a strong market position in Finland.
• Increase exports and international operations by slightly over one-fifth annually compared with the previous year.
• Expand the distribution network, primarily by increasing the number of concept stores and shop-in-shops.

Financial objectives

Ensuring profitable growth
• annual growth in consolidated net sales over 10%
• operating profit as a share of net sales 10%
• return on equity over 15%
• equity ratio 60%

A stable dividends policy
• the objective is to distribute dividends each year
• dividends represent at least 50% of earnings per share.

Strategic cornerstones

• Developing Marimekko as an increasingly international brand, building on Marimekko’s unique expertise in colour and print design.
• Maintaining first-class, innovative design expertise and developing it further as a competitive edge factor.
• Developing more customer-oriented product, store and distribution concepts.
• Seeking growth from new customer groups and product innovations; controlled expansion of the distribution network primarily by increasing the number of concept stores and shop-in-shops.
• Enhancing efficiency, consistency and coordination in all business areas.
• Reinforcing employee competence and fostering a corporate culture that values creativity and encourages internal entrepreneurship.