Heikki Lempinen has been appointed Reima's new CEO

Elina Björklund will start as the Chairperson of the Board of Reima Group

Children's clothing company Reima Group will get a new CEO from inside the organization, when its longtime CEO Elina Björklund takes over as the Chairperson of the Board. Doctor of Economics, Heikki Lempinen, age 40, who has worked for Reima since 2017, will start as the CEO of the company on January 1, 2024. Heikki Lempinen first worked as Chief Digital Business Officer, responsible for the growth of Reima’s digital business, and for the past three years has led cluster Europe, the largest market area of the company. Before Reima, Heikki worked in business development and leadership roles at Sanoma Digital and Zalando.

Elina Björklund has been Reima's CEO since 2012. During her tenure, Reima has almost tripled its revenue to 155 million euros in 2022. This year, the company's comparable growth, without the discontinued Russian operations, has been 14%. About 85% of revenue comes from international markets outside of Finland, and 60% through digital channels. The company is also a leader in sustainability: already this year, 90% of Reima’s apparel styles contain recycled fibers or other more sustainable materials.

"It has been a privilege to build this story with Reima's competent team. I am grateful for the private equity investor Riverside for trusting me to become the chairperson of Reima's board and thus continue to support Reima's growth story in a new role. I leave the operational management of the company with confidence in the hands of Heikki and the experienced leadership team. Reima is in very good shape, and the international demand for our products that enable an active childhood is high. Our digital channels are currently growing the strongest, especially in North America. Now that all the significant technology investments have been made, Reima has a scalable platform which enabled the company to continue its profitable growth," says Elina Björklund.

"Heikki is a natural and excellent successor of my work. He is an inspiring leader who knows the company and its proven strategy inside and out. Under Heikki's leadership, the team has achieved excellent results in the European sales cluster, especially thanks to improved profitability and growth in direct-to-consumer sales," continues Elina.

"I couldn't imagine a more interesting and meaningful task. Reima promotes an active childhood, the brand has global reach, and digital channels act as a spearhead of our growth. Reima is perfectly aligned with today’s trends that keep getting stronger: parents make responsible choices and are aware of the importance of outdoor activities for their children. The high quality and sustainability make Reima products future-proof. In my vision, the Reima brand will take an even stronger position as an advocate for kids’ wellbeing, and we continue to grow as a digital- and data-driven company together with our partners, customers and our one million loyal Reima Friends," says Heikki Lempinen.

Futher information: Communications Manager Riika Paakkunainen, riika.paakkunainen@reima.com

Reima is a globally leading brand in kids’ activewear, known for award-winning innovations and high-quality products. Reima provides a year-round, tip-to-toe wardrobe for active children from 0 to 12 years of age. In addition to apparel, Reima offers a wide range of footwear, accessories and solutions for kids and their parents. Reima’s revenue was €155 million in 2022 and the company employs around 350 people in seven countries.