Media
To the Reima media bank
Contacts
Marketing manager:Riikamaria Paakkunainen, riika.paakkunainen@reima.com
Tel.: +358 20 759 5817
Marketing director:
Mari Tigerstedt, mari.tigerstedt@reima.com
Tel.: +358 40 593 2662
Press releases
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2012
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2012-02-13 Reima offers even more options for summer 2012
Light spring jackets perfect for autumn with a fleece layer
Reima is extending its jacket range for summer 2012. For changing weather conditions Reima offer lighter solutions than before, with rolled up sleeves and/or mesh linings to increase breathability. These same jackets are also part of the Reima Play Layers® layered dressing concept with fixed snap fastener bands on the inside. The snap fasteners enable a warming fleece mid-layer to be attached, extending their use long into autumn.
With layered dressing growing in popularity, Reima has also extended its fleece mid-layer range. Wonderful stripy, long pile fleece jackets are familiar favourites from autumn 2011. These are now followed by fleeces in sporty colours with black detailing.
Reima® SunProof sun protection clothing, launched in spring 2011 and highly popular, remain in the range in the hot new colours of strong purple and lemon yellow. These quick-drying suits offer parents an easy and safe way of protecting children from the sun and when playing by and in water. The range also includes matching hats and swim shoes.
Further information
Marketing Manager Riika Paakkunainen, phone +358 (0)20 759 5817 riika.paakkunainen@reima.fi
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2011
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2011-09-09 Reimatec®+ won Testfakta overalls test
The Swedish independent testing company tested and compared autumn 2011 winter overalls from various children’s clothing manufacturers. Reimatec®+ was found to be much more durable than the other products tested and also scored highest total points overall (Vi Föräldrar magazine 11/2011).
Testfakta’s tests on this year’s winter overalls compared waterproofing, durability, breathabilty, tear strength and flexibility. They also compared ease of care and safety.
Highest total points in the test were gained by Reimatec®+, the most durable product in the Reimatec® product family. The lower part is made from Reima’s own, extremely hardwearing Duraplus® fabric. The materials in the upper and lower part are water repellent and breathable and the seams are taped to keep out water. The test also praised the flexibility of the Reimatec®+ overalls. Besides their durability, they are also comfortable for children to wear.
“Proper winter overalls are the most important outdoor clothing for children. Parents put a great deal of thought into purchasing them and carefully examine the different options so they are interested in comparisons. This test win just goes to show that our product development is heading in the right direction,” says Reima’s product manager Sari Perttunen, continuing: “It’s rewarding for our product team when years of work to optimise wear and care properties starts to bear fruit.”
Last year saw Reima’s Reimatec® overalls win a Norwegian test of outdoor overalls. The test particularly compared any hazardous chemicals contained in the clothing as well as durability and quality.
Testfakta
Testfakta is an independent Swedish testing company specialised in laboratory tests and comparisons of consumer products. www.testfakta.se
Further information:
Marketing Manager Riikamaria Paakkunainen
Riika.paakkunainen@reima.fi
+358 20 759 5817 -
2011-05-12 Reima protects children from the sun
New for spring 2011 – easy care, cheerful Reima® SunProof sun protection clothing with a sun protection factor of 50+.
Reima® clothing has been protecting children from the cold and wet for decades. Now Reima® SunProof sun protection clothing offers parents an easy and safe way of protecting them from the sun too. The clothes use light, breathable and quick drying materials for top functionality whether they're playing near the water or in it.
Children's skin burns easily in the sun on hot summer days or on the beach. Just one serious case of childhood sunburn considerably increases the risk of developing skin cancer as an adult, and sun cream isn't recommended at all for babies under the age of 6 months. Reima® SunProof clothing's sun protection factor of 50+, guarantees that skin protected by these clothes can stay in the sun 50 times longer than without this protection. The range also includes hats and swim shoes and a matching beach towel.
Fresh colours for summer
In summer 2011 Reima®'s outdoor range will continue Reima's characteristic sporty style, predominantly with fresh, rich summer colours. The latest features include various shades of red gaining ground, the arrival of turquoise in girls' clothes too and a bright greenish yellow used as an accent colour.
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2010
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2010-11-22 Sixth good year in a row for childrenswear manufacturer
Good result for Reima despite the economic downturn
The success of Nordic children's outdoorwear manufacturer Reima Oy continues. The company's turnover from its childrenswear business in 2009 was almost EUR 39.3 million, EUR 0.9 million up on the equivalent turnover for the previous year. The business achieved profit of EUR 4.96 million (EUR 4.7 million in 2008). At the end of 2009 Reima Oy's equity ratio was 55 percent.
"The most important factors behind this good result are growth in sales in Russia and successful management of production processes and logistics. We are also fortunate in our choice of sector. Although the childrenswear business is challenging, it isn't as sensitive to the economic climate as many other areas," says Reima Oy CEO Christopher Silcowitz.
Strong international presence
Last year Reima started to grow its exports to Russia, and as a result the company now has its own sales office in Moscow. A new office is also being set up in the Danish capital Copenhagen. Add the two offices coordinating and monitoring production in China, and it is true to say that the company is making great strides internationally.
"Russia is still our most important growth market. The years ahead will show how well we will succeed in living up to the expectations Russian consumers have of Reima. We've exported a fair number of Reima® products to Russia over the years and the brand is one of the most familiar childrenswear brands in Russia, although our market share is still small so far. However, the Russians appreciate good quality and understand the value of good design, and in these respects we have the right product," Silcowitz points out.
Reima, founded in 1944, is the leading Nordic children's clothing manufacturer with its head office in Kankaanpää, Finland. Reima's turnover in 2009 was approximately EUR 39 million. The company employs about 100 people in Finland and 20 abroad. Reima's most important export markets are the Nordic countries, Russia and Switzerland. Reima Oy also includes the Lassie® and Tutta® trademarks. Functionality, safety, reliability and innovation are fundamental to the design of all Reima® products. Reima® products are tested by the world's most honest and ruthless testing team – children themselves. -
2010-07-26 We became closer to You!
REIMA GROUP Company would like to please its small buyers and their parents with the opening of company's branch in Russia. Now our products (brands REIMA, LASSIE, PROGRESS and TUTTA) will become closer to you and more accessible.
For the pleasure of little players and their parents!
Over the years on the market of children's goods, REIMA GROUP Company has achieved recognition and trust of consumers in many countries of the world. We are proud to watch how little discoverers enjoy playing in our clothes.
The attention to our product from Russian mothers and fathers is constantly growing. And it is not surprising! Each parent, with delight watching his kid playing outdoor, is also happy that he has chosen such comfortable and durable clothes.
Super-heroes among us!
Children want to develop and play always and everywhere: in warm weather, while raining or snowing; in the capital and in a small town. For this reason our company offers the variety of assortment for any weather.
REIMA GROUP brands provide you with a full confidence: our clothing and footwear give kids an incredible opportunity to play wherever he/she wants to. High technologies bring unique benefits for children: materials, from which our products are made, have the water-repellent effect, so every kid can easily feel super-hero by getting away from water, dirt and slush!
Comfortable and stylish!
Parents always care that their child is dressed comfortably. But nowadays it is not enough: kids want to look stylish. Reliability, functionality and durability, combined with creative design and bright colors - all this is about REIMA GROUP clothes and footwear.
For fun, so happy together!
Having opened its branch in Russia, REIMA GROUP Company aims to create greater opportunities for mutually beneficial cooperation.
We are opened for communication with all customers and are ready to accommodate the interests of each.
Let's have fun together!
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2009
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2009-03-19 Reima® offers several novelties for spring 2009
The most prominent arrivals in Reima spring/summer 2009 collection are rainwear and expanding of the new layered clothing concept for kids. There will also be advances in Reima’s own technical material Reimatec®.
Let it rain
Children need not stay indoors, and rainy days can be as colourful and happy as sunny ones. Reima® offers a delicious variety of colours for rainwear, with matching accessories and rubber boots. The rainwear material is sturdy yet soft to the touch and comes with a fun print.
More products in Play Layers®
In early autumn 2008 Reima’s functional layered clothing concept for children will enter the stores. The concept, called Play Layers®, will be expanded in spring 2009, and will gradually be spread over the brand’s whole range. Thus Reima® will bring the benefits of functional wear to those who need them most: children who spend several hours out of doors every day.
The corner stones of the Play Layers® system are easiness and trasformation. Mid-layer wear can be attached to the cover layer with press buttons, making dressing up easier and faster. The material of the layers can be changed and layers can be added or taken off to suit varying needs and weather conditions. Thus the the wearing time of any garment can be extended through one season into another, which is both economical and ecological.
Reimatec® gets a new feel
The most important achievement of Reima’s material development so far, the waterproof and breathable material Reimatec®, has a central role in the cover layer garments of the Play Layers® concept. Coming into spring 2009 Reimatec® will be even more dirt-repelling than before, thanks to a smoother surface texture, yet retaining its technical features and performance level.
For more information, please contact:
Marketing Manager Riikamaria Paakkunainen, tel +358 50 322 8293
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Reima was founded in 1944 and is a leading Nordic manufacturer of childrens’ outdoor wear with head office in Kankaanpää, Finland. Reima’s turnover in 2007 was EUR 37 million. The company employs 100 staff in Finland and 280 in other countries. Reima’s most important export markets are the Nordic countries, Russia and Switzerland.
In all Reima® products, the starting point for design is functionality, safety, reliability and innovation. Reima® products are tested by the most honest and rigorous test team in the world – kids themselves.
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2008
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2008-08-01 Reima Play Layers™ means easy functional wear for kids
The new multi-layer concept offers versatility and better temperature control
In early autumn 2008, Reima will be launching its multi-layer dressing concept for children. These kinds of solutions are often seen in sportswear for grown-ups. Now Reima is bringing the benefits of functional wear to those who need them most – kids who spend several hours a day out of doors.
The cornerstone of the Play Layers™ concept is the different properties of clothing layers. Each layer has a separate function: the base layer transfers moisture away from the skin, mid layers retain warmth, and the cover layer provides protection from the elements whilst also allowing moisture to evaporate. With these three functions, the child feels comfortable in all weather conditions.
Other essentials of the Play Layers™ concept are easiness and versatility. Some mid-layer garments can be attached to the cover layer garments with snap fasteners, making getting dressed easier and faster. The material of the layers can be changed and layers can be added or taken off to suit varying needs and weather conditions. This means that the wearing time of any garment can be extended through one season into the next, which is both economical and environmentally friendly.
Reima Oy is known as a pioneer in childrenswear product development. The company has 64 years' experience in producing clothing for children. The most important achievement of Reima™ material development so far, the waterproof and breathable material Reimatec™, has a central role in the cover layer garments of the Play Layers™ concept. The concept will be expanded in spring 2009, and will gradually be rolled out over the brand's entire range.
Reima was founded in 1944 and is a leading Nordic manufacturer of childrens' outdoor wear with head office in Kankaanpää, Finland. Reima's turnover in 2007 was EUR 37 million. The company employs 100 staff in Finland and 280 in other countries. Reima's most important export markets are the Nordic countries, Russia and Switzerland.
In all Reima™ products, the starting point for design is functionality, safety, reliability and innovation. Reima™ products are tested by the most honest and rigorous test team in the world – kids themselves. -
2008-07-01 Pohjola Capital Partners to Buy Children's Clothes Manufacturer Reima
Pohjola Capital Partners and Reima Oy's CEO Christopher Silcowitz along with the other active management have agreed on arrangements to acquire the entire share capital of the company from funds managed by CapMan and other owners of the company. The parties have agreed not to disclose the purchase price.
Reima manufactures children's clothes under the Reima, Tutta and Lassie brands. The smart clothing business that is part of Reima Group's business is not included in the transaction. The transaction will have no effect on the personnel's work relationships.
Reima's CEO Christopher Silcowitz has been working for the Reima Group for 14 years and will continue as the CEO and shareholder also after the transaction.
"Today's business is hectic and requires quick and efficient decision-making. I know that Pohjola Capital Partners understands these principles, and together we can build on the company's future," describes Mr Silcowitz.
"We have good experiences of Pohjola Capital Partners, as they participated in the company's ownership changes already last year," he continues.
Pohjola Capital Partners' objective is to boost the strong growth of Reima's children's clothes business even further.
"Reima is an excellently run business, very profitable and has a strong position in its target market, and we believe it can improve its position even further as a children's clothes manufacturer both in Finland and especially in the export market," says Pohjola Capital Partners' partner Reijo Grönholm.
For more information, please contact:
Reima Oy
CEO Christopher Silcowitz, tel. +358 (0)40 747 9871
Pohjola Capital Partners
Juha Peltola, Managing Director, tel. +358 (0)50 514 8401
Reijo Grönholm, Partner, tel. +358 (0)50 040 3057
Reima
Founded in 1944, Reima Oy is a leading Nordic children's clothes manufacturer with its head office in Kankaanpää, Finland. Its major market areas are Finland, Russia and Norway and the other Nordic countries. In 2007, Reima's children's clothes business net sales totalled EUR 35 million and operative profits exceeded EUR 4.7 million. The net sales increase on 2006 was some 35%.
Pohjola Capital Partners
Pohjola Capital Partners Ltd is a private equity investor focusing on M&A arrangements and expansion of profitable medium-sized and small companies. Pohjola Capital Partners manages private equity funds totalling over € 230 million. -
2008-04-16 Impressive growth for Reima in 2007
New clothing concepts designed for a changing climate
Reima, the Finnish childrenswear manufacturer, has posted an operating result for 2007 of over EUR 4.2 million. Sales hit almost EUR 37 million, with growth as high as 33%. At year-end 2007, Reima's equity ratio was 54.4%. Growth is due to the innovative changes made in the business in the past four years. Reima is a leading Nordic manufacturer of children's outdoor wear and also a pioneer in clothing technology and electro-textiles. The Reima group consists of Reima Holding, Reima Oy and Clothing Plus Oy.
Broadening the ownership platform boosts growth
In 2004, the executive management acquired 51% of the business, after which the adultwear product line was stripped out and Reima returned to its more traditional target group: children in the age range 0-12. This proved to be an inspired move. The business made a profit in 2004, and growth has been constant ever since. This trend is expected to continue.
Functionality has always been a vital part of Reima's philosophy. Reima's most important markets are Finland, Russia, Norway and the other Nordic countries, and Reima is also a highly valued and well-known brand in other countries, such as Switzerland. The firm's new export markets lie in both east and west.
Changes in climate define clothing
Reima's Managing Director for the past four years has been Christopher Silcowitz of Denmark, who began his career with the company as a sales representative 14 years ago. He describes the company's current strategy as follows:
"The consumer has varying needs 12 months a year. We at Reima stress the importance of the concept of totality: the different parts of clothing should naturally complement one another, ideally extending the life of outerwear garments from one season to the next. We will be realising that in the concept we are set to launch this autumn, which is based on layering," says Silcowitz.
"Finnish day care, where children spend a lot of time outdoors, all year round, is something I have begun to learn more about. The fact that children play outside a lot is, of course, something that we would like to communicate to other countries. Reima's clothing concepts are developed with this in mind – enabling children to spend as much active time outdoors as possible," emphasises Silcowitz.
Fun is the watchword when it comes to design
Functionality and a high level of technical quality are not enough. The customer, the child, often not only falls for the overall impression, but also for fun details. Design is an area that Reima now intends to concentrate on much more.
"As well as functionality, we will concentrate even more on innovative clothing design. Our watchword in design is absolutely clear, it has to be fun," says Christopher Silcowitz, referring to Reima's autumn collection.
For more information, please contact:
Christopher Silcowitz, Managing Director, tel.: +358 40 747 9871
Riika Paakkunainen, Marketing Manager, tel.: +358 20 759 5817
Reima was founded in 1944 and is a leading Nordic manufacturer of childrens' outdoor wear with head office in Kankaanpää, Finland. Reima's turnover in 2007 was EUR 37 million. The company employs 100 staff in Finland and 280 in other countries. Reima's most important export markets are the Nordic countries, Russia and Switzerland.
In all Reima® products, the starting point for design is functionality, safety, reliability and innovation. Reima® products are tested by the most honest and rigorous test team in the world – kids themselves.
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