Case Study: Marimekko
The Revitalization Of A Brand And Subsequent International Expansion
Like most good stories, the relationship with Marimekko started with passion.
Our founder, Lynn Shanahan had a personal history with Marimekko, as her father had an in-store shop when she was in high school and Lynn was the shop specialist in Crate and Barrel at their flagship Brattle street location in Cambridge, MA. She has loved the brand ever since.
Recognizing Opportunity
During it’s formation, C2Group wanted to identify a brand and culture that had a history and positive position within their market. Marimekko anecdotally always had a positive response of fond memories when asked of those who knew the brand.
Finland-based Marimekko was readying for a relaunch and global expansion when Lynn proposed partnership with C2Group.
A Focus On Growth
C2Group acted as the on-site senior management while building the organization as needed from the bottom up. NYC based offices were established to house a well planned executing group.
The North American corporate structure, financial plan and investment strategy for Marimekko was established with the parent company and C2Group. Above all, the leadership of C2Group was charged with creating a profitable subsidiary with plans for long term sustainable growth.
The Partnership
Developed E-commerce site and distribution capabilities:
- Designed and built full e-commerce site including digital marketing strategy and plan.
- Full customer service and distribution with systems integration.
Developed Innovative and Brand defining retail environment in distinctive Urban areas:
- Launched Flatiron Flagship store in NYC October 2012 at 200n Fifth Avenue.
- Purchased franchised store in Cambridge.
- New store location opened August 2012 on Boston’s prestigious Newbury Street.
- 3 more locations opened in 2012 - Palo Alto, Beverly Hills, and Manchester, VT
Developed Licensing Program:
- Grew Bed and Bath with current partner.
- Results: Grew business from $4m to $6m in one year with current distribution.
- Children's wear global license signed with a dominant player in the upper end children’s market.
Approach: A Threefold Strategy
Developed the wholesale business for interior home decor, apparel and bags and accessories
- Placed Interior Home Décor with an exclusive distribution with shop-in-shop and web shop partnership with Crate & Barrel.
- Results: 7 full shop-in-shops and web-shop in first year to roll out additional for the next two years.
- Placed apparel, bags and accessories with higher-end specialty and small dept stores.
- Results: New showroom with experienced sales staff achieved significant increase in number of specialty stores and high demand from department stores.