The company's operating profit improved slightly to €31.8 million (~$37.84 million) from €31.4 million, while comparable operating profit reached €32.3 million, representing a margin of 17.1 percent. Net sales growth supported profitability, although higher fixed costs and weaker relative sales margins weighed on profits. EBITDA increased by 3 percent to €41.9 million, reflecting stable operating performance despite a volatile retail environment.
Marimekko posted net sales of €189.6 million (~$225.62 million) in 2025, up 4 percent year-on-year, driven by strong wholesale growth in Asia-Pacific and Europe and higher retail sales in Scandinavia. Operating profit increased slightly to €31.8 million (~$37.84 million), while the brand's sales fell 8 percent. The company expects sales growth in 2026 despite current geopolitical uncertainties.
Brand sales, which reflect the retail value of Marimekko products across all channels, decreased by 8 percent to €385.1 million, mainly due to lower licensing revenues compared to an exceptionally strong previous year. The company ended 2025 with 174 stores worldwide, up from 168 the previous year, highlighting the continued expansion of the international network.
Meanwhile, in the fourth quarter (Q4) of 2025, net sales increased 1 percent to €54.7 million (~$65.09 million), driven primarily by retail and wholesale growth in Asia-Pacific. International sales rose 5 percent during the quarter, while Finnish sales fell 1 percent due to weaker domestic retail demand in a price-sensitive market. Comparable operating profit for the quarter stood at €8.8 million, or 16.1 percent of net sales, slightly below the prior year due to higher fixed costs, including marketing investments.
During the quarter, Marimekko strengthened its global brand presence through store expansion and experiential marketing initiatives. The company opened its first flagship store in Paris, relocated and upgraded its Hong Kong store to flagship status, and opened new stores in Tokyo and Bangkok. Several pop-up locations in Asia became permanent outlets, while collaborations, exhibitions and brand experiences helped reinforce consumer engagement.
Tiina Alahuhta-Kasko, President and CEO of Marimekko, said: “Despite the challenging market situation, our net sales in the fourth quarter increased from the record level of the comparison period, driven by international sales growth. Our comparable operating profit margin also remained good.
“In addition to developing our network of physical stores, we also developed the omnichannel retail experience by launching a new Marimekko app for members of our customer loyalty program in December. In addition to offering an inspiring shopping experience, the app offers a look behind the scenes, for example, stories behind our designs and prints, and content related to our textile printing factory. Simultaneously, we launched our renewed loyalty program, which now has its digital home in the Marimekko app.”
Looking ahead, Marimekko expects net sales to grow in 2026, with comparable operating margins projected at around 16-19 percent. The company plans to open between 10 and 15 new stores and shop-in-shops, mainly in Asia. However, it warned that geopolitical uncertainty, changes in trade policies, supply chain disruptions and weak consumer confidence (particularly in Finland) could create volatility in demand and profitability.
The board has proposed a dividend of €0.42 per share for 2025, reflecting the company's strong financial position and stable cash flow generation.
Fiber2Fashion News Desk (SG)
