Our strategy

Reima’s strategy is built on a drive for innovation, high quality, and sustainability, and the will to offer solutions that contribute to happy and healthy childhood.

We are helping parents to find the right clothes for their kids with the limited amount of time they have. Reima offers families products that are comfortable, functional, and durable. Solutions that are easy to buy, use, and care for bring convenience that increases customer satisfaction and trust in Reima brand.

Reima's strategic cornerstones are

• Desirable and carefully designed year-round collection
  We expand our offering particularly in transitional and summer seasons and in footwear.

• Global digitally geared business model
  We continue our rapid growth in North America and key European markets.

• World-class customer experience with digital in core
  We focus on engaging consumers and improving their loyalty.

• Transparent, efficient, and actively evolving supply chain
  We are working to develop the value chain together with our long-term partners.

• Commercial, innovative mindset and agile team culture
  We have a talented team with high engagement. Innovation has been in the core of our culture from day 1.

Global growth with digital

Our omni-channel sales approach is scalable and tailored according to the market maturity and competitive landscape. We have own sales operations in around 10 countries and the other markets are served by local distributors and ecommerce operations.

Reima has strong digital capabilities and in 2025, 64% of Reima’s total revenues came from digital sales channels. In addition, Reima has a wide selection of wholesale partners from sports and kids’ specialty stores to high-end department stores and hypermarkets.

In certain markets, Reima’s retail stores play a key role in increasing brand awareness and strengthening the customer experience. About half of the stores are Reima’s own and the other half are operated by franchise partners. In 2025, 50% of Reima’s total revenue came from direct-to-consumer channels, namely Reima online and retail stores.

Reima has a globally unique position in the intersection of functional outdoor brands and fashion-driven children’s brands. In addition to the main brand Reima, our Tutta brand is available in some mature markets.

Our strategic target is to become even more digital, global, and sustainable, while improving consumer loyalty and business profitability.