Marimekko, the renowned Finnish design house known for its vibrant prints and textiles, is taking proactive measures to address the challenges posed by the coronavirus outbreak. The company has decided to temporarily close its directly operated shops in several countries, including the US, Australia, Germany, Denmark, Norway, Finland, and Sweden. This move comes as Marimekko faces a decline in sales and profitability due to weakened consumer demand during these uncertain times.

To minimize the financial impact, Marimekko is considering lay-offs of its retail sales personnel, including retail support functions, for a maximum of 90 days in its domestic market, Finland. In addition, similar measures will be taken in other affected markets. These steps are aimed at adjusting the personnel to match the reduced workload, ensuring the company’s financial stability, and securing long-term job security.

CEO Tiina Alahuhta-Kasko acknowledges the gravity of the situation, recognizing that the coronavirus pandemic is not only a health crisis but also an economic crisis with significant effects on consumer demand. Despite these challenges, Marimekko remains confident in its financial stability due to its strong balance sheet and sound financial situation.

Marimekko emphasizes that these measures are necessary to safeguard the company and its employees during this unprecedented time. CEO Alahuhta-Kasko remains optimistic, stating that Marimekko will overcome this situation with the support of its competitiveness and unique culture, often referred to as the “Marimekko Spirit.”

In terms of numbers, Marimekko currently employs 189 full-time employees in its company-owned retail sales operations in Finland, including support functions, and 86 employees, including support functions, in other market areas. Discussions with staff in Finland will commence on March 30, with an expected duration of up to two weeks.

The fashion industry has been severely impacted by the coronavirus outbreak, with retailers and brands grappling with store closures and reduced consumer demand. Adaptation is crucial for the survival of businesses in the industry. Marimekko’s decision to temporarily close stores and potentially lay off employees reflects the current reality faced by many firms. As the world continues to navigate the challenges posed by the pandemic, the recovery and stabilization of the fashion industry remain uncertain.

[Here’s more information on Marimekko’s temporary store closures.](

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