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Expansion is a pattern of success for Marimekko in Asia

Marimekko recently launched a new joint collection with adidas.


Marimekko takes its vibrant prints and colours to three new Asian markets in 2023.

Finnish design house Marimekko has pressed the boost button on its growth in Asia. The company will expand to Malaysia and Vietnam in late 2013 in a “loose-franchise partnership” with Jaspal Group. As part of the collaboration, Marimekko shops will open in some of the most prestigious shopping centres in Hanoi and Ho Chi Minh City in Vietnam, and Kuala Lumpur, Malaysia. In addition, Marimekko’s online shop will be launched in both markets.

“We are excited to start collaborating with Marimekko. 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. We look forward to start building the Marimekko growth story with the first shops and online stores in 2023,” Yosathep Singhsachathet, Jaspal Group’s deputy CEO, said in a press release.

Jaspal Group is experienced in similar partnerships. Currently, it operates in four countries in Asia with both its own lifestyle brands and as a representative of such global brands as Diesel and Asics.

Marimekko's iconic Unikko print celebrates its 60th anniversary in 2023.


The news marks the latest step in Marimekko’s Asian expansion strategy. In June 2023, the company announced plans to expand to Singapore and open an online presence and a physical shop in ION Orchard Mall in September.

Marimekko has stated that its focus in 2023–2027 is on scaling and growing its business, particularly in international markets. The company has broadened its portfolio of big-name collaborations in recent years, teaming up with the likes of German sportswear brand adidas and Swedish retail giant IKEA.

The Asia-Pacific region is Marimekko’s second largest market, and the company has 80 shops and shop-in-shops in the area today.

By: Eeva Haaramo