PARIS — Finnish design house Marimekko is set to open its first flagship in Paris, marking a milestone in the brand’s global expansion.

The Paris launch continues Marimekko’s “key city” strategy, choosing a hub and building an ecosystem around it, to concentrate its brand-building efforts and customer engagement.

Following pop-ups in Galeries Lafayette and Le Bon Marché as the brand’s first forays into the city, the arty vibe of the Marais seemed like the ideal neighborhood for Marimekko to put down stakes.

Located at 120 Rue Vieille du Temple, the 1,500-square-foot flagship will house Marimekko’s full lifestyle offering, from ready-to-wear and accessories to homewares. The concept will showcase the craftsmanship behind the brand’s 4,000-plus print archive.

“In this space, Marimekko’s joyful and optimistic lifestyle philosophy blends with the vibrant life of the Marais neighborhood,” said creative director Rebekka Bay. “This store allows us to open an inspiring window into Marimekko’s world of printmaking and to connect more closely with the everyday lives and interiors of Parisians — with a Finnish touch.”

Inspired by the company’s landmark Helsinki printing mill, the store’s design from the in-house team will include industrial elements, primary color accents, and references to the brand’s decades of printmaking heritage.

Modular design and custom-colored zones will allow the space to change with the seasons, as well as support creative activations.

Following a brand refresh in Scandinavia — supported in part by its runway shows at Copenhagen Fashion Week — the Paris opening is the next step of growth into Central Europe and the company’s efforts to modernize its distribution footprint across the continent.

Bay sees Marimekko’s distinctive identity built around bold and bright prints, Finnish design, a focus on quality and a history of female leadership as standout storytelling pieces for the brand.

“We believe that when you come to compete in a very global market, you need to be boldly who you are, stand up, and stand out,” she said.

Marimekko has seen profitable growth even through the pandemic. In 2024, the company reported 183 million euros in net sales. Its strategy combines a structure of owned stores in select markets and long-term franchises elsewhere.

Marimekko operates around 170 stores globally, with nearly 90 located in Asia-Pacific, where it has gained traction through long-term franchises, which has supported long-term brand control while leveraging local knowledge. In Japan, where it has had a presence since the 1960s, it operates 40 stores under the partnership model, and has recently expanded into China, Malaysia, Taiwan, Thailand, Singapore, South Korea and Vietnam with a similar system.

The Paris flagship fits into a broader strategy to modernize the brand’s European retail footprint and expand into Central Europe from its Scandinavian base. The Marais location will join its flagships in Helsinki, New York, Tokyo, Hong Kong, Sydney, Copenhagen and Stockholm.

The Marimekko flagship will open Oct. 24.