Member Spotlight: Reima

Reima, a 75-year-old Finnish children’s active and outdoor clothing brand, has opened-up North American operations with a bang. Reima is a market leader in both Europe and Russia and growing very fast in China. The company’s focus is on designing and selling high-quality outdoor clothing for children that are safe, non-toxic, and responsibly produced. Reima embraces the belief that children should be able to learn through play and outdoor activities and strives to create clothing that allow children to explore the world and play outside in every weather and season. With the success of the brand, the company has expanded with a subsidiary in United States, with offices in Summit New jersey.

Reima started in the North American markets four years ago in Canada and three years ago in United States through a distributor. Last winter, Emma Aer, former CEO of Finlandia Cheese, joined Reima and opened-up company’s own North American operations for Reima. Under Emma’s leadership, Reima sells to retailers like REI, Nordstrom and Vail Resorts, as well as to online retailers Zappos.com, Backcountry.com and Mooosejaw.com. As retail is becoming increasingly digitalized, the company has focused on online sales and opened-up their own North American online store in August, with products being from Seattle.

Reima is still an unknown brand to consumers in the US, which is a challenge when launching a new brand in United States. However, the products are of such high-quality that once consumers have a chance to try them, they fall in love.

FACCDecember 23, 2019