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Marimekko to expand fashion offer

Jul 21, 2014

Quirky Finnish print brand Marimekka wants to expand its fashion range and add more variety to its collections.

The company announced last spring it would appoint Anna Teurnell as its new creative director, who began her role this week.

Marimekko's plans for international expansion means updating its fashion offer to make it modern and relevant.

Teurnell told WWD there will be a mixture of traditional designs and new looks to complement the line.

“You can expect both – looking back at the archives, and also introducing new surprising things,” she said. “I think we lack a little bit of variety in the qualities.”

Also planned are more knits and jacquards, sustainable materials and additional items such as fitted pants and skirts, printed shirts, tunics, coats and shoes, she told WWD.

Marimekko is currently embarking on a period of international expansion, with the brand planning 15-25 new boutiques and shop-in-shops this year and several more planned for the coming years too, with most being in Asia.