contentSlug

type

ContentSlug_ContentQuery

slug

ContentPageContentQuery

content

trendingContent

query ContentSlug_ContentQuery(
  $contentSlug: String!
  $type: [ContentType!]
) {
  ...ContentPageContentQuery_13QmVO
}

fragment CompanyDetails_Content on Content {
  __isContent: __typename
  companies {
    name
    description
    pageUrl
    id
  }
}

fragment ContentBasicInfo on Content {
  __isContent: __typename
  id
  type
  title
  lang
  companies {
    viewerIsFollowing
    id
    name
    pageUrl
  }
  tags {
    viewerIsFollowing
    id
    name
    pageUrl
  }
  ...PublishingDetails
  ...Reactions
}

fragment ContentMetadata on Content {
  __isContent: __typename
  type
  title
  lang
  pageUrl
  alternatePageUrls: translations {
    __typename
    pageUrl
    lang
  }
  imgUrl
  description
  ... on Video {
    liveTime
    videoUrl
  }
  ... on Webcast {
    liveTime
    videoUrl
  }
}

fragment ContentPageContentQuery_13QmVO on Query {
  content(slug: $contentSlug, type: $type) {
    __typename
    id
    type
    title
    isPremium
    lang
    htmlBody
    summary
    companies {
      forum {
        latestPosts {
          ...ForumPosts
        }
      }
      name
      id
      viewerIsFollowing
      pageUrl
      defaultInstrument {
        isin
        id
        marketOpen
        marketClose
        marketplace {
          region
        }
        returns {
          total
        }
      }
    }
    tags {
      viewerIsFollowing
      id
      name
      pageUrl
    }
    createdAt
    ... on Video {
      liveTime
    }
    ... on Webcast {
      liveTime
    }
    slug
    ... on CompanyReport {
      reportUrl
      researchContentUrl
    }
    ... on ThirdPartyCompanyReport {
      reportUrl
    }
    ... on StockExchangeRelease {
      reportUrl
    }
    ...ContentBasicInfo
    ...ContentMetadata
    ...PriceAndRecommendation_Content
    ...CompanyDetails_Content
    ...ReportLink_Content
    ...KeyFigures_Content
  }
  ...TrendingContent_1jQ2Cn
}

fragment ForumPosts on ForumPost {
  text
  likesCount
  url
  author
  postedAt
  authorImgUrl
}

fragment KeyFigures_Content on Content {
  __isContent: __typename
  companies {
    defaultInstrument {
      estimateData {
        modelType
        reportingCurrency
      }
      snapshot {
        transaction {
          date
          actualized {
            year
            quarter
            revenue
            revenueGrowth
            ebitAdjusted
            ebitReported
            ebitda
            enterpriseValue
            epsAdjusted
            dividend
            dividendYield
            sharePrice
            nav
            navPerShare
            opexOfNav
            quarterlySharePrice
          }
          estimates {
            year
            quarter
            revenue
            revenueGrowth
            ebitAdjusted
            ebitReported
            ebitda
            enterpriseValue
            epsAdjusted
            dividend
            dividendYield
            sharePrice
            nav
            navPerShare
            opexOfNav
            quarterlySharePrice
          }
        }
      }
      id
    }
    id
  }
}

fragment PriceAndRecommendation_Content on Content {
  __isContent: __typename
  createdAt
  companies {
    name
    pageUrl
    defaultInstrument {
      priceData {
        tradeCurrency
      }
      snapshot {
        priceData {
          date
          lastPrice
          tradeCurrency
        }
        transaction {
          date
          recommendation
          targetPrice
        }
        prevTransaction {
          recommendation
        }
      }
      id
    }
    id
  }
}

fragment PublishingDetails on Content {
  __isContent: __typename
  createdAt
  publishers {
    name
    imgUrl
  }
  authors {
    __typename
    id
    name
    slug
    imgUrl
    jobTitle
  }
  ... on Video {
    liveTime
  }
  ... on Webcast {
    liveTime
  }
}

fragment Reactions on Content {
  __isContent: __typename
  id
  reactionGroups {
    reactionType
    reactionsCount
    viewerReacted
  }
}

fragment ReportLink_Content on Content {
  __isContent: __typename
  type
  isPremium
  ... on CompanyReport {
    reportUrl
  }
  ... on ThirdPartyCompanyReport {
    reportUrl
  }
  ... on StockExchangeRelease {
    reportUrl
  }
}

fragment TrendingContent_1jQ2Cn on Query {
  trendingContent(type: ARTICLE) {
    __typename
    id
    title
    lang
    pageUrl
    createdAt
    type
    imgUrl
    companies {
      squareLogoUrl
      name
      id
    }
    authors {
      __typename
      imgUrl
      id
    }
    publishers {
      imgUrl
    }
  }
}


marimekko-anniversary-year-turning-earnings-party

__typename

title

isPremium

lang

htmlBody

summary

companies

createdAt

publishers

authors

reactionGroups

pageUrl

translations

imgUrl

description

Analyst

Petri Kajaani

Marimekko is a textile and clothing company. The range includes clothing, bags, accessories and household items ranging from upholstery fabrics to porcelain. The products are sold through physical stores under the company's brand throughout the global market, primarily in Europe, North America and Asia. Marimekko was founded in 1951 and is headquartered in Helsinki.

Finnish consumers are once again in a tight spot: inflation is rearing its head, rising interest rates are hitting mortgage holders, and assets are shrinking as stock and housing values melt away. At the same time, unemployment in Finland is among the highest in Europe. Regardless of the economic situation, everyone has to eat and live somewhere. But what happens to discretionary spending? For example, Marimekko products are not on the cheaper end. So, it’s possible that if the consumer crunch prolongs, it will also affect demand for Marimekko. Today, Rauli and I filmed a video on this topic.                    Inderes              Onko kuluttajilla varaa Marimekkoon? - Inderes    Aika: 02.04.2026 klo 12.18 Inflaatio ja korkojen nousu kurittaa jälleen suomalaista kuluttajaa. Onko ihmisillä enää varaa Marimekon premiumhinnoiteltuihin tuotteisiin?

Rauli has written a new company report on Marimekko  We lowered Marimekko’s forecasts by approximately 5% due to a weakening outlook for consumer demand. We are reducing our target price to 11.5 euros (previously 12.5e), but reiterate our ‘add’ recommendation. In our opinion, the company’s strong cash flow, enabling dividends, and earnings growth prospects continue to offer a good return expectation.                   Inderes              Marimekko: Markkinaympäristö pysyy vaisuna - Inderes    Laskimme Marimekon ennusteita kuluttajakysynnän näkymän heikentyessä.

Sometimes news from Marimekko too: Marimekko jatkaa laajentumistaan Aasiassa Indonesiaan ja Filippiineille - Inderes

I just returned from a trip to Tokyo lasting just over a week. The idea was to forget the stock market and focus on experiences, but as it goes, I ended up doing a bit of “Lynching” (investing based on consumer observations) again. Here are a few observations; the information value is approximately zero, but since even sausage queues at Puuilo get reported on, I thought I’d share what I saw. I visited the Marimekko store in Shibuya (Jingumae); I noticed while writing this that there is also another store in the Shibuya Scramble shopping center, which is right by the train station, meaning it’s in an excellent location. Unfortunately, I didn’t happen to wander up to the fifth floor of Scramble to come across the shop. My expectations weren’t particularly high, and I hadn’t checked anything beforehand, so I was positively surprised when I visited the Jingumae store. The Marimekko store looks impressive and, in my opinion, is in a good location. A large logo on the side of the wall ensures the shop is noticed. On the adjacent main street, there are flagship stores for internationally known brands, and the Marimekko store is located on a side street near, among others, the Ralph Lauren store. The three-story shop reminded me a lot of the Aleksinkulma store in Helsinki in terms of its selection and appearance, but there were also some Asia Exclusive products. There was plenty of staff present; as a shy Finn, I didn’t dare start interviewing them because there were also paying customers present, even though it was barely 12:00. Additionally, I came across Marimekko products in several smaller interior design shops; they usually also had Moomin products, but in these shops, the Marimekko selection was quite limited. Perhaps the most positive surprise from my “Lynching,” however, was the street scene. In Helsinki, I’m used to every third person passing by wearing something Marimekko. Tokyo is a city of over 14 million people, so I didn’t expect to see Marimekko in the street scene there, as my perception had been that Marimekko is a very niche brand there. I didn’t take exact notes, but I’d say I encountered people carrying Marimekko about thirty times on the street. These were predominantly Unikko fabric bags and a few handbags. I only noticed Marimekko clothing once. It was a very unscientifically conducted measurement, but I’m still surprised that I came across them this often. It would be interesting to hear more about the Asian market sometime—what sells well there, do products move from the home segment, or is it mostly clothing? What is the price point? Now I got the impression that one especially encounters the cheaper products, but chance plays a big role.

Here’s a little something to chew on for those hungry for reading: Marimekon vuosiraportti 2025 on julkaistu | Kauppalehti

A refreshingly critical post! Although I own a fair amount of the company myself and like the brand, the concerns raised by Almanakka are very well-founded.  Management incentive scheme: After the financial year, the company introduced a new share-based management incentive program. The criteria for the first two periods are tied to Total Shareholder Return (TSR) and comparable operating profit margin.  I am not a big fan of using Total Shareholder Return, because ultimately it is not in management’s hands, and you can make a stock fly without any merit just by talking nonsense. Just look at the world’s largest car company by market cap.  I also don’t understand why they look at comparable operating profit margin instead of comparable operating profit? Management can quite easily steer at least that metric to the goal by, for example, cutting back on marketing. Revenue and operating profit fall, but management is rewarded for the margin???  Just today I was talking with a friend about the dismal level of management compensation in Helsinki. Remuneration committees are not up to their tasks. And from managers, you get exactly what you order, of course. They are almost human, after all. Incentives drive behavior even in these companies where the culture is perceived as more responsible than normal.  I don’t own Marimekko at the moment, and this report didn’t bring me any closer to ownership despite the big share price reaction. I like the brand and would like to own the stock, but management’s actions and explanations are simply not enough right now.  This especially resonated with my own thoughts, and I completely agree. Operating profit margin theoretically rewards management for making short-sighted decisions. Margins can be relatively easily optimized through costs, sales mix, and campaigns. But the end result can be very short-sighted decision-making, which shows up as weak results in the long run. And this is practically what management is being guided towards now. The irony is that the brand itself is built to be timeless and long-term oriented.   This was also apt criticism. As I raised earlier in the thread regarding marketing investments, I somehow have the idea that Marimekko would have the opportunity to create more value for shareholders if the earnings were not distributed as dividends to the current extent. Either in the form of more significant marketing investments (not working in Asia, but what about Sweden / Europe / USA?) or alternatively, a larger share buyback program where shares would be canceled. Provided, of course, that the company sees the stock as undervalued.

Almanakka has written their own analysis on Marimekko following the Q4 results.   After Q2, I myself grew tired of listening to management beating around the bush regarding Asia-related questions. Now, in my opinion, the market has quite deservedly punished the company for its poorly progressing strategic goals. I hope the company maintains the Q4 momentum and accelerates significantly in Asia.                    Sijoitustieto.fi              Marimekko Q4/25: Kuka ravistelisi uinuvaa unikkoa?    Marimekon raportti ei mielestäni ollut hyvä. Osakekin on yli 13 % alempana, kuin ennen tulospäivää, joten markkina taisi olla samaa mieltä. Alla olevaan kuvaajaan tiivistyy ongelma: Yhtiö on periaatteessa mielenkiintoinen pohjoismainen brändi, joka...

Marimekko

Marimekko’s Q1 clearly exceeded the comparison period and market expectations. Last week, the company raised its 2021 guidance, which together with the strong Q1 resulted in us raising our 2021...

<p>Marimekko’s Q1 clearly exceeded the comparison period and market expectations. Last week, the company raised its 2021 guidance, which together with the strong Q1 resulted in us raising our 2021 operating profit estimate by 14%. The Marimekko brand is attractive to consumers and the company has been able to raise its competitiveness to an excellent level. Q1 was very promising, and we expect the company to generate its strongest result ever in honor of its 70th anniversary. </p> 

	2020	21e	22e
Revenue	123.6	142.9	155.5
growth-%	-1.5 %	15.7 %	8.8 %
EBIT (adj.)	20.2	23.6	23.0
EBIT-% (adj.)	16.3 %	16.5 %	14.8 %
EPS (adj.)	0.36	0.45	0.44
Dividend	0.20	0.32	0.32
Dividend %	2.2 %	3.1 %	3.1 %
P/E (adj.)	25.3	23.2	23.9
EV/EBITDA	11.5	11.6	11.3

Marimekko: Anniversary year turning into an earnings party

Key Estimate Figures21.05.2021

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