Reima, the Finnish brand of children's outdoor apparel, is planning to launch its product range in the U.S., working through selected retailers, with deliveries starting in August 2017. The company is about to sign a distribution agreement with a local distributor and will be exhibiting for the first time at the SIA snow show in Denver next January. Reima is targeting selected premium outdoor and sporting goods retailers as well as premium department stores. The company is also about to start selling its products in Canada through a local distributor, Lanctot, and in the U.K. through a sales agent, Matt Jordan.
Meanwhile, Reima is planning to increase the number of company-owned and franchised stores from 40 to 100 by the end of 2017. Those that are currently in operation are all located in Scandinavia, Russia and China. At the beginning of August, Reima will open its first franchised store in Kiev, the capital of Ukraine, together with its local distributor, Shiko. Most of the store expansion will take place in China with an additional 50 stores, but Reima also plans to open a flagship store in Finland and the expansion of the Russian franchise model.
New managers have been hired to take care of direct sales in Norway and Germany. Clemens Weigand, who previously worked as a footwear sales manager at Nike and as regional sales manager at Columbia, will be the Finnish company's German country manager from the end of August. He replaces Jan Mangold, who is leaving the company. Trude Utsigt, who was working as head of purchasing for Barnas Hus, one of the largest retailers in the children's segment in Norway, will lead the company's new subsidiary in Oslo, which will be set up at the beginning of October. Reima already has subsidiaries in Sweden and Denmark.
Sales in Scandinavia account for 30 percent of Reima's total sales, while the company's turnover in Russia makes up 40 percent, sales in China another 7 percent. The balance of the turnover comes from Germany, Switzerland and the Ukraine. Reima recorded a turnover of €75 million in 2015 and expects to reach total sales of €85 million this year.