The Marimekko showroom, which opened in New York last fall, will move to larger premises in the Flatiron district during the spring and will be near to the new shop. The new store, which will be about 3,700 square feet, is planned for 200 Fifth Avenue based upon the same concept as the brand’s flagship store opened in the Kämp Galleria mall in Helsinki in February.
Partners with Crate & Barrel
“Opening a shop of our own in an excellent location in the heart of Manhattan will support our strategy of building up Marimekko’s profile and strengthening the brand image.It is crucially important for us to be able to introduce our customers to the whole world of Marimekko in our own way,” said Mika Ihamuotila, president and ceo. “The new flagship store is also meant to support our online shop, which will be opened in the U.S. this year, and our extensive cooperation with Crate and Barrel.”
Marimekko also said it would be expanding its collaboration with Crate & Barrel, Ihamoutila said. By the end of 2013, Crate & Barrel plans to open 22 new Marimekko shop-in-shops in its stores. The first four of the new shop-in-shops will be opened this spring: on Madison Avenue in New York as well as in Chicago, Los Angeles and San Francisco. The first Marimekko shop in a Crate and Barrel was opened in the SoHo store in New York City last October.
Marimekko North America Retail LLC, a subsidiary established in the United States this year, will manage the operations of the new flagship store and the online shop. The company’s current retailers in the United States also include Marimekko concept stores in New York and Cambridge.
In the long run, Marimekko’s objective is to expand the distribution of its products in North America through high-end department and specialty stores as well as by increasing the number of Marimekko stores. Earlier this month, Marimekko announced it was building international e-commerce. The first online shop will be opened in the United States, and be operational by this summer.