Marimekko launched its first mobile app to deepen loyalty by prioritizing culture, archives, and storytelling over direct commerce. Here's what you need to know:
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Marimekko launched its first app on December 10, designed primarily as a cultural destination rather than a shopping tool, according to CTO Mikki Inkeroinen.
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The app’s centerpiece is a digital print archive of more than 3,500 designs created from 1951 to today, including iconic patterns like Unikko by Maija Isola, which marked its 60th anniversary in 2024.
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A new loyalty feature called Unikko Moment delivers surprise activities such as quizzes or votes that reward users with points redeemable for early access, exclusive offers, and event invitations through Friends of Marimekko.
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Unlike apps from peers such as Aritzia, Zara, and Alo Yoga that emphasize AI styling and commerce, Marimekko places shopping below cultural content, with streamlined checkout as a secondary layer.
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The app supports strong business momentum, as Marimekko reported Q3 2025 net sales up 8% year over year to $54 million and sales for the first nine months of the year at $143 milion. The brand has about 170 stores globally and is expanding its cultural exhibitions and fashion events worldwide.
The DTC Data Behind Marimekko
Since launching its first mobile app, Marimekko has created a direct channel for customers to engage with the brand’s culture, archives, and storytelling. We used Charm data to analyze the brand's DTC metrics.
Marimekko
Charm Growth Score: 62.16
Charm Success Score: 48.47
Fastest-Growing Channel: Web Traffic
Marimekko is a global design house known for its distinctive prints and bold use of color across fashion and home collections.
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