3 things that make Reima stand out

Finnish children’s clothing brand Reima is one of the positive exceptions in Finnish retailing. Despite being founded almost 80 years ago, Reima has been able to do three things Finnish retailers are not naturally good at.

#1 Internationalisation: Reima has been one of the most successful Finnish retailers in going abroad. Traditionally internationalisation has been really difficult for Finnish retailers. Reima generates 87% of its revenue outside of Finland. Especially North-America has been growing rapidly, +111% last year.

#2 Direct to Consumer: in the footsteps of international giants like Nike, Reima has built a substantial business out its own channel. Already 37% of all revenue comes from Reima’s own channels. A bit more than half of that revenue is coming from Reima’s own digital channels (20% of total).

#3 Digital: Of all Reima sales almost 60% are coming from digital channels (wholesaler or direct).

These three topics together give Reima a great competitive foothold in the face of changing and uncertain business environment. Not relying too heavily on individual markets, gives adaptability and security. Not relying too much on bricks and mortar, produces agility in every action as digital is much easier to scale.