Reima Group gets new owners to further support the company’s international growth
Reima, the leading kids activewear brand from Finland, has undergone an ownership change and enters a new phase in accelerating the company’s international growth. Three Finnish and Swedish industry experts now hold the majority of shares in the company.
The ownership group consists of Reima’s Chair of the Board Elina Björklund, who has increased her ownership in the company, as well as Swedish fashion and activewear brand experts Anders Ullstrand and Jonas Meerits. The company with its new owners is supported by the Swedish credit investor P Capital Partners (PCP), who has invested in Reima since 2019 and continues as the financial partner.
Elina Björklund served as Reima’s CEO from 2012 to 2023 and has been the Chair of the Board since 2024. She has experience from several brand companies such as Fiskars, Iittala and Marimekko in management and Board positions. Anders Ullstrand has been a member of Reima’s Board of Directors since the summer of 2024 and is also Chair of the Board at Filippa K. He is the co-founder and former CEO of Byredo and a Board member in several other companies. Jonas Meerits is the Chair of the boards of Mini Rodini, Our Legacy and Klättermusen brands and a Board member in Happy Socks. He is also the former CEO of J.Lindeberg.
“Reima is excited to enter a new phase in its journey with new ownership to support its mission to champion an active childhood,” said Reima’s CEO Heikki Lempinen. “We are confident that with the support of our new owners, who have extensive experience and perspectives from other successful retail and apparel brands, and together with our financiers, we can elevate the Reima brand further and strengthen our business globally. Already now, 80% of our sales come from international markets and 2/3 via digital channels.”
“What makes Reima truly exceptional is its people, products, and brand. The company has demonstrated an impressive ability to drive global growth while also managing difficult challenges and outperforming the general market during recent years of tougher consumer sentiment,” commented Anders Ullstrand, one of the new owners of Reima.
“We are thrilled to take on this new role as the majority owners of the company. Our commitment to Reima is unwavering, and we have full confidence in the company's growth strategy. Reima is uniquely positioned at the intersection of activewear and kids’ markets and its purpose to support kids’ wellbeing resonates throughout the world,” continued Elina Björklund, Chairperson of Reima Board.