Reima today


Reima is the globally leading brand in functional kids’ wear. Our mission is to encourage children to discover the joy of movement, and our business idea is to provide a good quality, year-around, tip-to-toe wardrobe for these active children, ages 0 to 12.

Functionality, safety, sustainability and innovation are fundamental to Reima design. By focusing on active kids’ needs, we are able to provide relevant solutions to parents, at the right time, always emphasizing product lifetime management.


In 2016, Reima’s net sales reached ca. 85 Meur. Since 2012, our annual volume growth has been double digit. Today, 80% of net sales come from international markets, from over 70 countries across three continents. Russia is our biggest market, followed by Finland, Norway and Sweden. Entry to the North American market took place in 2016 via Canada, followed by the US market in autumn 2017. In Asia, China is our strategic growth market. Reima employs about 300 persons of which about 120 in Finland. We have own sales units in seven countries and a sourcing and quality unit employing 35 persons in Shanghai, China.  

Wholesale is Reima’s primary sales channel. In parallel, we consistently build our direct-to-consumer offline and online channels, which today account for about 25% of our net sales. There are altogether over 40 mono-branded Reima stores in Finland, Sweden, Russia and China, operated either by us or by our partners. Additionally, there are about 40 shop-in-shops in our main markets.  

Reima’s vision is to be the most preferred and profitable kids’ brand in the premium functional wear category globally.

Reima goes global
Reima goes digital


Digitization is in the core of Reima’s strategy. Our net sales via own digital channels are estimated to account for about 13% of total sales in 2017. Digital, however, is for us not only about sales but touches the whole value chain and allows us to build new business models to serve our customers even better. We launched our first digital product, the ReimaGO activity sensor concept, in 2016 in cooperation with Suunto. The concept encourages kids to be more active, and so follows our mission. As part of our digital strategy, we acquired the start-up company Finnish Baby Box in December 2016. The next step is to add services to facilitate the buying process and everyday lives of our customers further.