Marimekko Oyj · OMXHEX:MEKKO
Marimekko Oyj — Investor Day (September 2024)
42 slides from Marimekko Oyj's investor day presentation, Sep 11, 2024
Slide 1: Global key city and ecosystem approach
Global key city and ecosystem approach Natacha Defrance, Senior Vice President, Sales Region East Noora Laurila, Senior Vice President, Sales Region West 11 September 2024 © Marimekko 1
Slide 2: Key markets Northern Europe, North America and the Asia-Pacific region
ACCELERATING GROWTH IN KEY MARKETS Key markets Northern Europe, North America and the Asia-Pacific region → Some 170 Marimekko stores with flagships in Helsinki, Stockholm, Copenhagen, New York, Tokyo and Sydney. → Online store in 38 countries. Marimekko products sold in around 40 countries. 11 Se
Slide 3: Omnichannel Direct-to-Consumer at the core of our distribution strategy
ACCELERATING GROWTH IN KEY MARKETS Omnichannel Direct-to-Consumer at the core of our distribution strategy PHYSICAL & ONLINE RETAILERS DIRECT-TO-CONSUMER (DTC) BRAND COLLABORATIONS Select online and physical Omnichannel retail (online + physical stores), Strategic global and local brand retailers to
Slide 4: Our key markets each play a distinct role in the global Marimekko ecosystem
ACCELERATING GROWTH IN KEY MARKETS Our key markets each play a distinct role in the global Marimekko ecosystem Finland Strong home market North America Scandinavia Increasing market share in the Sales & image Sales & image strong home market enabling contributor contributor international growth Asia
Slide 5: We approach our main markets through key cities with global relevance
ACCELERATING GROWTH IN KEY MARKETS We approach our main markets through key cities with global relevance to build and capture both local and global demand Seamless and Helsinki Selected Copenhagen Marimekko stores exciting Marimekko Stockholm to capture sales online store Paris and inspire with expe
Slide 6: Accelerating growth in Finland, Scandinavia and EMEA, North America
Accelerating growth in Finland, Scandinavia and EMEA, North America Noora Laurila, Senior Vice President, Sales Region West 11 September 2024 © Marimekko 6
Slide 7: Finland
Finland INCREASING MARKET SHARE IN THE STRONG HOME MARKET ENABLING INTERNATIONAL GROWTH ACCELERATION 11 September 2024 © Marimekko 7
Slide 8: Finland is our strong home market with wide footprint and brand love
MARKET AREA FINLAND Finland is our strong home market with wide footprint and brand love by a growing community 57% of Marimekko Marimekko net sales and brand sales in Finland (M€) net sales from Finland in 2023 92 128 98 130 99 128 Brand sales 71 94 71 96 0% 0% 0% 0% 0% Licensing 34% 32% 42% 27% 35
Slide 9: Continued omnichannel retail sales growth in Finland despite weak macro sentiment
LATEST STEPS IN SCALE STRATEGY EXECUTION: FINLAND Thanks to consistent brand building, continued omnichannel retail sales growth in Finland, despite weak macro sentiment DEMOCRATIZING INCREASED OMNICHANNEL RETAIL SALES DESIGN FOR through marrying brand hype WIDER AUDIENCE with commercial agility via
Slide 10: Growing market share in Finland will support fueling international growth
ACCELERATING GROWTH IN KEY MARKETS: FINLAND Growing market share in Finland will support fueling international growth NURTURING BRAND PHENOMENON FUELING OUR OMNICHANNEL RETAIL SERVING EVEN WIDER AUDIENCE THROUGH WHOLESALE +6.4% 2019 2020 2021 2022 2023 Continue to nurture the Marimekko brand Build o
Slide 11: Scandinavia and EMEA
Scandinavia and EMEA INTRODUCING OUR BRAND TO NEXT GENERATIONS AND CAPTURING OPPORTUNITIES IN CENTRAL EUROPE THROUGH DISTRIBUTION MODERNIZATION 11 September 2024 © Marimekko 11
Slide 12: Marimekko has a long history in Scandinavia with growth opportunities
MARKET AREA SCANDINAVIA Marimekko has a long history in Scandinavia with growth opportunities in introducing the brand to next generations through key cities 9% Marimekko net sales and brand sales in Scandinavia (M€) of Marimekko 43 net sales from Scandinavia in 2023 Brand sales 24 22 Licensing 16 1
Slide 13: Growth opportunities in Central Europe, especially in wholesale
MARKET AREA EMEA Marimekko has lucrative growth opportunities in Central Europe, especially in wholesale, through reaching new audiences via brand and distribution modernization 8% Marimekko net sales and brand sales in EMEA (M€) of Marimekko net sales from 108 EMEA in 2023 85 Brand sales 75 Licensi
Slide 14: Building brand hype and awareness via key cities and events
LATEST STEPS IN SCALE STRATEGY EXECUTION: SCANDINAVIA AND EMEA Building brand hype and awareness via key cities and events to fuel growth in Scandinavia and Central Europe NEW COPENHAGEN AND STOCKHOLM KEY CITY FLAGSHIP STORES Exclusive to serve growing customer community through capsules the moderni
Slide 15: Scaling up by introducing the brand to new audiences and modernizing wholesale
ACCELERATING GROWTH IN KEY MARKETS: SCANDINAVIA AND EMEA Scaling up by introducing the brand to new audiences and in Central Europe modernizing the wholesale distribution STRENGTHENING RETAIL EXPERIENCE SCALING UP WHOLESALE ACROSS FUELING BRAND AWARENESS AND ACCELERATING ECOM PHYSICAL RETAILERS AND
Slide 16: North America
North America SCALING UP BY TAPPING INTO ESPECIALLY WHOLESALE OPPORTUNITIES IN THE LARGE MARKET ALLOWING TO SERVE AN EVEN WIDER AUDIENCE 11 September 2024 © Marimekko 16
Slide 17: North America offers significant scale up opportunities due to its large size
MARKET AREA NORTH AMERICA One of Marimekko’s first export markets, North America, offers significant scale up opportunities due to its large size. Fashion capital, New York, plays a key role for global brand positioning 5% of Marimekko net sales Marimekko net sales and brand sales in North America (
Slide 18: Laying the foundation for post-pandemic growth with new Soho flagship
LATEST STEPS IN SCALE STRATEGY EXECUTION: NORTH AMERICA Laying the foundation for post-pandemic growth through new flagship store in Soho, new wholesale doors and brand collaborations NEW FLAGSHIP STORE IN SOHO fueling also growth in ECOM thus allowing to NEW WHOLESALE DOORS serve the entire US mark
Slide 19: Scaling up sales in North America by widening distribution channel reach
ACCELERATING GROWTH IN KEY MARKETS: NORTH AMERICA Scaling up sales in North America by widening distribution channel reach and seizing the global brand positioning opportunity via New York SCALING UP THROUGH GROWING OUR CUSTOMER REINFORCING GLOBAL CREDIBILITY WHOLESALE AND ECOM COMMUNITY Acquire new
Slide 20: Accelerating growth in Asia
Accelerating growth in Asia Natacha Defrance, Senior Vice President, Sales Region East 11 September 2024 © Marimekko 20
Slide 21: Asia the most important geographical area of our international growth
ACCELERATING GROWTH IN ASIA Asia the most important geographical area of our international growth GROWING MARKET BRAND FIT PROVEN TRACK RECORD High growth potential in Asia thanks to continuing Our unique brand story and design language with Successful loose franchise partnership urbanization, growi
Slide 22: Focusing on Japan, Mainland China, Hong Kong, Taiwan and Southeast Asia
MARKET AREA THE ASIA-PACIFIC REGION Focusing in particular on Japan, Mainland China, Hong Kong, Taiwan and Southeast Asia for growth in the Asia-Pacific region Marimekko markets: Japan, Mainland China, Hong Kong, Taiwan, South Korea, Thailand, Singapore, Malaysia, Vietnam, and Australia. 90 physical
Slide 23: Growing through proven loose franchise partnership model in Asia
MARIMEKKO’S SCALABLE BUSINESS MODEL Growing through proven loose franchise partnership model in Asia Partner model allows building a global brand and scaling up growth with low risk and capex requirements Differentiating Local market omnichannel store and consumer Components of proven partner model
Slide 24: Japan
Japan MARIMEKKO’S SECOND LARGEST MARKET OFFERING CONTINUED GROWTH OPPORTUNITIES DUE TO LARGE MARKET SIZE AND ESTABLISHED BRAND RECOGNITION 11 September 2024 © Marimekko 24
Slide 25: Japan is Marimekko's second largest market with stable business
MARKET AREA THE ASIA-PACIFIC REGION: JAPAN Japan is Marimekko’s second largest market with stable business and great brand presence Sapporo GDP per Long-term Marimekko Online capita GDP growth stores stores Population¹ (US$)¹ forecast² 1 Marimekko online store Japan 40 125M 34k 4% and 4 online platf
Slide 26: Continuously reinforcing brand positioning, focusing on ready-to-wear
LATEST STEPS IN SCALE STRATEGY EXECUTION: JAPAN Continuously reinforcing brand positioning, focusing on ready-to-wear as communicational spearhead FIRST EVER MARIMEKKO DAY IN JAPAN with open-air fashion show to grow the brand story and community RAKUTEN BY R FASHION SHOW POP-UP STORES with Marimekko
Slide 27: Widening customer base with local collaborations and activations
LATEST STEPS IN SCALE STRATEGY EXECUTION: JAPAN Widening customer base with local collaborations and activations LOCAL BRAND COLLABORATION with BLUE BOTTLE COFFEE to grow the SUCCESFULLY INTRODUCING MARIMEKKO Marimekko phenomenon TO YOUNGER AUDIENCE building on brand credibility and desirability ACQ
Slide 28: Capturing continued growth opportunities in Japan
ACCELERATING GROWTH IN ASIA: JAPAN Capturing continued growth opportunities in Japan by further reinforcing brand recognition and acquiring new customers in the large market FURTHER STRENGTHENING DEVELOPING LOCAL RELEVANCE AND DEVELOPING OMNICHANNEL BRAND POSITIONING ATTRACTING NEW CUSTOMERS FOOTPRI
Slide 29: Mainland China, Hong Kong and Taiwan
Mainland China, Hong Kong and Taiwan THE AREA OFFERS SIGNIFICANT POTENTIAL FOR SCALING UP GROWTH 11 September 2024 © Marimekko 29
Slide 30: Opportunities to accelerate growth by expanding the omnichannel network
MARKET AREA THE ASIA-PACIFIC REGION: MAINLAND CHINA, HONG KONG, TAIWAN Significant opportunities to accelerate growth in the area by expanding the omnichannel network, built since 2012 GDP per Marimekko Online Population¹ capita Long-term GDP stores stores (US$)¹ growth forecast² Mainland 14 3 1,410
Slide 31: Continuously expanding the omnichannel footprint to serve the growing audience
LATEST STEPS IN SCALE STRATEGY EXECUTION: MAINLAND CHINA, HONG KONG, TAIWAN Continuously expanding the omnichannel footprint to serve the growing audience OPENING OF NEW STORES POP-UP STORES AND DISPLAY POINTS to scale up sales and build visibility to introduce the brand to new audiences NEW ONLINE
Slide 32: Building brand excitement and community through events and collaborations
LATEST STEPS IN SCALE STRATEGY EXECUTION: MAINLAND CHINA, HONG KONG, TAIWAN Successfully building brand excitement and community around Marimekko lifestyle through events and local collaborations FASHION SHOWS LOCAL INFLUENCERS AND SOCIAL MEDIA to drive positioning as well as to build brand recognit
Slide 33: Capturing growth potential by expanding omnichannel footprint and customer acquisition
ACCELARATING GROWTH IN ASIA: MAINLAND CHINA, HONG KONG, TAIWAN Capturing the significant growth potential by expanding omnichannel footprint and new customer acquisition ACCELERATING OMNICHANNEL ENHANCING BRAND AWARENESS GROWING CUSTOMER COMMUNITY EXPANSION In close co-operation with loose-franchise
Slide 34: Southeast Asia
Southeast Asia GREAT GROWTH OPPORTUNITIES FROM BUILDING ON THE MARIMEKKO PHENOMENON IN THAILAND AND EXPORTING THIS SUCCESS RECIPE TO NEW MARKETS 11 September 2024 © Marimekko 34
Slide 35: Southeast Asia offers an opportunity to scale up the Marimekko phenomenon
MARKET AREA THE ASIA-PACIFIC REGION: SOUTHEAST ASIA Markets in Southeast Asia offer an interesting opportunity to scale up the Marimekko phenomenon and growth in the long term Hanoi Marimekko Online GDP per Long-term GDP stores stores Population¹ capita (US$)¹ growth forecast² Chiang Mai Thailand 14
Slide 36: Strengthening Thailand and entering Singapore, Malaysia and Vietnam
LATEST STEPS IN SCALE STRATEGY EXECUTION: SOUTHEAST ASIA Further strengthening our position in Thailand and entering three new markets, Singapore, Malaysia and Vietnam, at the end of 2023 FIRST MARIMEKKO STORE, ECOM AND CAFÉ IN SINGAPORE fueling the awareness and positioning also more widely in Asia
Slide 37: Building brand excitement and community in Southeast Asia
LATEST STEPS IN SCALE STRATEGY EXECUTION: SOUTHEAST ASIA Constantly building brand excitement and community around Marimekko lifestyle in Southeast Asia LOCAL EVENTS IN STORE ACTIVATIONS to strengthen relevance to drive traffic to stores and and value-based storytelling strengthen customer relations
Slide 38: Leverage success in Thailand to scale up in new Southeast Asian markets
ACCELARATING GROWTH IN ASIA: SOUTHEAST ASIA Leverage the proven success in Thailand to scale up the Marimekko phenomenon in the new Southeast Asian markets GROWING OMNICHANNEL RETAIL PHENOMENALISING THE BRAND WITH ENHANCING BRAND VISIBILITY FOOTPRINT CREATIVE EXPERIENCES Develop the omnichannel reta
Slide 39: Asia continues to provide growth opportunities in existing and new markets
ACCELERATING INTERNATIONAL GROWTH Asia continues to provide growth opportunities both in the existing markets as well as in new markets, for example in Southeast Asia Key criteria for selection of potential new markets: Brand fit and target customer: Marimekko brand fit to local customer Young popul
Slide 40: Fast developing markets that may provide long-term growth opportunities
ACCELERATING INTERNATIONAL GROWTH There are numerous fast developing markets that may provide interesting growth opportunities for Marimekko in long term United Arab Philippines Indonesia Cambodia India Emirates Population¹ 113 million 277 million 17 million 1 430 million 10 million In addition to s
Slide 41: Disclaimer
Disclaimer The following information contains, or may be deemed to contain, “forward-looking statements”. These statements relate to future events or our future financial performance, including but not limited to strategic plans, potential growth, expected capital expenditures, future cash sources a
Slide 42: Marimekko Capital Markets Day
MARIMEKKO Capital Markets Day 11 September 2024 © Marimekko 42