Reima: Impressive growth for Reima in 2007

New clothing concepts designed for a changing climate, Reima, the Finnish childrenswear manufacturer, has posted an operating result for 2007 of over EUR 4.2 million. Sales hit almost EUR 37 million, with growth as high as 33%. At year-end 2007, Reima’s equity ratio was 54.4%. Growth is due to the innovative changes made in the business in the past four years. Reima is a leading Nordic manufacturer of children’s outdoor wear and also a pioneer in clothing technology and electro-textiles. The Reima group consists of Reima Holding, Reima Oy and Clothing Plus Oy., Broadening the ownership platform boosts growth, In 2004, the executive management acquired 51% of the business, after which the adultwear product line was stripped out and Reima returned to its more traditional target group: children in the age range 0-12. This proved to be an inspired move. The business made a profit in 2004, and growth has been constant ever since. This trend is expected to continue., Functionality has always been a vital part of Reima’s philosophy. Reima’s most important markets are Finland, Russia, Norway and the other Nordic countries, and Reima is also a highly valued and well-known brand in other countries, such as Switzerland. The firm’s new export markets lie in both east and west., Changes in climate define clothing, Reima’s Managing Director for the past four years has been Christopher Silcowitz of Denmark, who began his career with the company as a sales representative 14 years ago. He describes the company’s current strategy as follows:, ”The consumer has varying needs 12 months a year. We at Reima stress the importance of the concept of totality: the different parts of clothing should naturally complement one another, ideally extending the life of outerwear garments from one season to the next. We will be realising that in the concept we are set to launch this autumn, which is based on layering,” says Silcowitz. ”Finnish day care, where children spend a lot of time outdoors, all year round, is something I have begun to learn more about. The fact that children play outside a lot is, of course, something that we would like to communicate to other countries. Reima’s clothing concepts are developed with this in mind – enabling children to spend as much active time outdoors as possible,” emphasises Silcowitz., Fun is the watchword when it comes to design, Functionality and a high level of technical quality are not enough. The customer, the child, often not only falls for the overall impression, but also for fun details. Design is an area that Reima now intends to concentrate on much more., “As well as functionality, we will concentrate even more on innovative clothing design. Our watchword in design is absolutely clear, it has to be fun,” says Christopher Silcowitz, referring to Reima’s autumn collection., For more information, please contact: Christopher Silcowitz, Managing Director, tel.: +358 40 747 9871 Riika Paakkunainen, Marketing Manager, tel.: +358 50 3228 293, Reima was founded in 1944 and is a leading Nordic manufacturer of childrens’ outdoor wear with head office in Kankaanpää, Finland. Reima’s turnover in 2007 was EUR 37 million. The company employs 100 staff in Finland and 280 in other countries. Reima’s most important export markets are the Nordic countries, Russia and Switzerland., In all Reima® products, the starting point for design is functionality, safety, reliability and innovation. Reima® products are tested by the most honest and rigorous test team in the world – kids themselves.

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