
10
Report of the Board of Directors 2022
crisis experienced by the global fashion industry and
specialty retail sector in decades, and its economic
and societal consequences may continue to slow
the recovery of the global economy and affect
the demand for Marimekko’s products, employee
health as well as the reliability and efficiency of the
company’s value chain.
Marimekko is also exposed to labor market
disputes. Strikes and other labor market disturbances
may have a negative impact on the company’s
business.
Marimekko continuously monitors the
development of the economic and political operating
environment, takes various scenarios into account
in the management of the company’s business, and
adapts its operations as necessary.
The retail environment, customers and partners
The company’s growth in the longer term is based
primarily on omnichannel retail: on increasing
e-commerce, on partner-led retail in Asia, as well
as on enhancing the sales per square meter of
existing stores in the company’s main market areas.
In addition, the company expands its distribution
through physical and digital wholesale channels
appropriate for the Marimekko brand. The Asia-
Pacific region is Marimekko’s second-biggest market,
and especially Asia plays an important role in the
company’s international growth.
The importance of omnichannel business in the
retail trade has been emphasized over the past few
years. International e-commerce has increased the
options available to consumers and the significance
of big e-commerce operators. The pandemic has also
accelerated the digitization of retail and intensified
the financial difficulties of some traditional wholesale
customers in the fashion sector, such as department
stores and multi-brand retailers. Structural changes
in the retail environment may have an impact on
Marimekko’s distribution channel decisions, the
prioritization of different distribution channels, sales
and profitability. The structural changes can also
lead to the creation of new revenue models. Risks
related to the sales structure may have an impact
on the company’s financial position. Maintaining
competitiveness in a rapidly changing operating
environment being revolutionized by digitization
demands agility, efficiency, flexibility and constant
re-evaluation of operations from the company.
Major partnership choices, partnering contracts
and other collaboration agreements involve
considerable risks. Store lease agreements in Finland
and abroad also contain risks. With the company’s
internationalization and the growing interest in its
brand, risks related to gray exports may increase,
which may have an impact on the company’s sales
and profitability. In addition, risks related to changes
in the company’s cost structure as well as the liquidity
of customers and partners may have an impact on the
company’s financial position.
Other significant risks include risks related
to changes in the company’s design, product
assortment and product distribution and pricing.
Increased inflation creates pressure to raise prices
while the uncertainties in the global economy and the
operating environment negatively affect consumers’
purchasing power and behavior. The company’s
ability to design, develop and commercialize new
products that meet consumers’ expectations while
ensuring effective, quickly reacting and sustainable
production, sourcing and logistics has an impact on
the company’s sales and profitability.
Supply chain
The risks related to Marimekko’s supply chain are
associated especially with production, procurement
and logistics processes and their reliability, flexibility
and efficiency, price fluctuations of raw materials and
other production factors as well as the availability and
price of logistics. The pandemic situation, particularly
in China, where restrictions have only recently
been lifted, and Russia’s war against Ukraine may
cause even significant disruptions in production and
logistics chains, which may have a negative impact
on the company’s sales, profitability and cash flow. It
is of utmost importance to safeguard the operational
reliability of the company’s own printing factory in all
circumstances.
Higher costs of raw materials, energy and other
production factors may affect Marimekko’s sales
and profitability. Early commitment to product
orders from supplier partners, which is typical of
the industry, means that changes in costs affect the
company with a delay. These early commitments have
been further emphasized by the pandemic situation,
undermining the company’s ability to optimize
product orders and respond to rapid changes in
demand and consumer behavior, which also increases
risks related to inventory management.
In addition to supply chain disruptions and even
earlier commitment to product orders, risks related to
inventory and product flow management increase as
product distribution is expanded and operations are
diversified, which may have a weakening impact on
the company’s cash flow. Substantial non-recurring
wholesale promotions can increase risks related to
procurement, transport and inventory management,
especially in exceptional circumstances. Any delays
or disturbances in supply, or fluctuations in the quality
of products, may have a harmful impact on business
including also on substantial non-recurring wholesale
promotions. The risk of supply chain disruptions
is also increased by cyber threats, pandemic-
related shutdowns, geopolitical tensions and
other uncertainties related to the global economy.
Marimekko works actively to mitigate the negative
impacts of disruptions in production and logistics
chains and increased costs, and to enhance inventory
management.
Sustainability
Enhancing sustainability is increasingly important
for competitiveness in Marimekko’s industry, which
can have an impact on the company’s sales and
profitability, as versatile investments are required
for the enhancement. The most significant risks
and opportunities with regard to Marimekko’s
sustainability targets are related to changes in
consumer behavior as well as possible new legislation
that may affect the company’s products and value
chain. The company’s ability to anticipate changes,
react to them and develop more sustainable products