Cover photo: Aalto Risto
Marimekko, the iconic Finnish design company known for its bold prints and vibrant colors, faced a major crisis in the late 1980s and early 1990s. Sales were plummeting, the brand had lost its direction, and it was on the verge of collapse. The turnaround came thanks to one woman: Kirsti Paakkanen.
Marimekko was founded in 1951 by Armi Ratia and enjoyed international fame in the 1960s, especially when Jacqueline Kennedy wore its designs. But by the 1980s, the brand had become stagnant and financially unsustainable. The original magic of its daring designs had faded amid poor management and an unclear identity.
- Financial troubles plagued the company due to years of poor management and unfocused strategy.
- The brand had lost its creative direction, churning out uninspired products far removed from its bold roots.
- Market relevance declined as fast fashion and global competitors surged ahead.
- Marimekko was near bankruptcy, posting heavy losses and falling into obscurity even in its native Finland.
The Turning Point: Kirsti Paakkanen Takes Over (1991)
Enter Kirsti Paakkanen, a self-made businesswoman and former advertising executive. Before Marimekko came into the picture, Paakkanen founded Womena, an advertising agency for women, in 1969, which she successfully ran for over 20 years.
Image: Kari Hautala
In 1991, she purchased Marimekko from Amer Group, a bold move considering the company’s dire situation. Her mission was to restore Marimekko’s soul and make it profitable again. With extensive experience in business and advertising, her comeback strategy from 1991-2001 consisted of:
A. Brand Rehabilitation
- Paakkanen refocused on Marimekko’s original design DNA: bold, artistic, optimistic prints.
- She reinstated legendary patterns like Unikko (the iconic poppy motif) and recruited both veteran and fresh designers.
- Under her leadership, the brand became visually consistent and aesthetically cohesive.
B. Streamlining Operations
- She restructured the business, cutting unprofitable lines and optimizing production.
- Introduced strict financial discipline while maintaining creative integrity.
C. Marketing & Image Building
- Leveraging her advertising background, Paakkanen revitalized the brand image with targeted campaigns.
- She positioned Marimekko as a lifestyle brand, expanding beyond apparel into home textiles, kitchenware, and accessories to create a stronger connection to consumers.
D. International Expansion
- With renewed energy, Marimekko targeted global markets:
- Japan became a major market with dedicated retail presence.
- U.S. exposure grew significantly, including appearances in pop culture (notably Sex and the City)
The Revival Results
By the end of the 1990s, Marimekko was profitable again. The company went public on the Helsinki Stock Exchange in 1999. Under Paakkanen’s leadership, revenue and brand recognition surged. She stepped down as CEO in 2007, having re-established Marimekko as a global design icon.
Kirsti Paakkanen’s leadership is widely credited with not just saving Marimekko, but also demonstrating how creative heritage, when combined with smart business practices, can lead to a powerful brand revival. She passed away in 2021, but her legacy remains deeply embedded in the brand’s identity.
The current president and CEO, as of 2025, is Tiina Alahuhta-Kasko. Paakkanen's legacy is still seen under her leadership, as the Finnish design company has experienced significant growth and profitability. Kasko focuses on five key areas: Sustainability, Creative Vision, Accelerated Growth in Asia, Love for Marimekko Life and End-to-End Digitality. She focuses in on similar strategies as Paakanen, such as integrating Marimekko into peoples’ everyday life in order to deepen consumer engagement.
