Finnish lifestyle design house Marimekko is accelerating its Asia expansion strategy with planned market entries into Indonesia and the Philippines, marking its latest push into high-growth Southeast Asian markets.
The company confirmed that its first stores in both countries are expected to open in summer 2026, as it deepens its footprint in a region it considers central to long-term international growth.
Marimekko will operate in both markets through its established ‘loose franchise partnership’ model, a structure it has consistently used across Asia to scale efficiently while leveraging strong local partners.
In Indonesia, the brand has partnered with PT Panen Lestari Indonesia, part of the MAP Group, a major retail operator representing over 150 international brands. The first store is slated to open in Jakarta’s Plaza Senayan, one of the capital’s prominent retail destinations.
For the Philippines, Marimekko will collaborate with Rustan Commercial Corporation, beginning with four shop-in-shop locations in premium department stores across Metro Manila. The phased rollout is designed to test the market while building brand familiarity.
Natacha Defrance, Senior Vice President, Sales, Region East at Marimekko, said: “Indonesia’s rapidly growing market offers exciting opportunities. The Philippines is also an attractive developing market.”
The move strengthens Marimekko’s presence in Southeast Asia, where it already operates 24 stores and e-commerce platforms across Thailand, Singapore, Malaysia, and Vietnam.
The expansion aligns with the company’s 2023–2027 growth strategy, which positions Asia as its most important international market, driven by rising demand for premium design-led lifestyle brands. By the end of 2025, Marimekko had 94 stores and shop-in-shops across the Asia-Pacific region, alongside online operations in multiple markets.
With Indonesia’s large, design-conscious urban population and the Philippines’ evolving retail landscape, the twin-market entry underscores a calibrated franchise-led approach, balancing brand control with local expertise, as Marimekko continues to scale its global retail network.
