Marimekko furthers Asia footprint with SG store, explores Malaysia and Vietnam

Finnish lifestyle brand Marimekko will open a physical and online store in Singapore and has signed a loose-franchise partnership with Jaspal Group to expand into Malaysia and Vietnam. Its expansion into three new markets, follows its successful eight-year collaboration with fashion and lifestyle group Tanachira in Thailand, according to a statement by the brand. The Singapore store will have a café concept and be located at ION Orchard shopping mall by the end of September 2023.

“Asia is the most important geographical area for Marimekko’s international growth, and Singapore is a key city in Southeast Asia, having a wider impact for building brand awareness and positioning in Asia,” the brand said. Through its partnership with Jaspal Group which represents brands such as Diesel and Asics, the brand plans to open stores in the KLCC mall in Kuala Lumpur Malaysia and The Exchange TRX mall by the end of 2023. In addition, Marimekko online stores will be launched in both markets to provide an omnichannel experience for customers. 

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“These fast-growing markets provide interesting opportunities for Marimekko’s international growth and hence support our company’s objective to scale the Marimekko business in the upcoming years,” said Natacha Defrance, Marimekko's senior vice president of sales, East region.

Yosathep Singhsachathet, Jaspal Group’s deputy CEO also added, ”We see a growing interest in Asia towards the Finnish design house renowned for its bold prints and colours, so now is a good time to make Marimekko available to local consumers and tourists alike in Vietnam and Malaysia.”

In Vietnam, Marimekko stores will be opened in the Lotte Mall Westlake in Hanoi and in the Takashimaya Mall in Ho Chi Minh City. The brand will also focus on scaling its business and growth in international markets and is expected to accelerate its omnichannel growth in Asia from 2023 to 2027. Marimekko also currently has 80 stores and shop-in-shops in the Asia Pacific region.

According to a report by BCG, today SEA’s retail landscape continues to evolve as consumer behaviors inspire transitions across the regional ecosystem. Incumbents and small enterprises are facing growing pressure from emerging new players and practices.

New channels are opening up fresh opportunities to engage customers in both online and offline spaces, while an expanding digital ecosystem creates renewed potential for partnerships and collaborations.

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