MARIMEKKO ARRIVES IN BEVERLY HILLS

A festive crowd celebrates the opening of the latest Marimekko store in Beverly Hills.

The Finnish clothing and home textile brand Marimekko opened a store in Beverly Hills Friday. The grand opening was preceded by an invitation-only star-studded party Thursday night. Finntimes was there and met the CEO of Marimekko, Mr. Mika Ihamuotila.

 

The CEO of Marimekko, Mika Ihamuotila with his wife, Helena “Kitty” Ihamuotila.

You have been busy opening stores abroad lately, haven’t you?

-Yes, I just returned from a two week trip to Asia. Last week we opened stores in Sydney and Melbourne, as well as Tokyo and Shanghai. Last week we opened a store in Palo Alto, California as well. In the middle of it all, I flew into Helsinki to open our new store there.

There are also spanking new Marimekko stores on New York’sFifth Avenue and Newbury Street in Boston.

-We wanted the best possible location in each city. The new stores are big as well.

Ihamuotila, 48, admits that the opening frenzy is not business as usual for Marimekko.

-This if far from ordinary for us, these are exceptional times.

The Beverly Hills store is the 103rd Marimekko shop. Since Ihamuotila took the helm of Marimekko some five years ago, the company has opened 20 new stores a year – most of them in Asia and the United States.

Guests arrive at the new Marimekko store, located on 370 North Canon Drive in Beverly Hills.

-If we did not do brisk business, I wouldn’t have the courage to expand so vigorously. We are doing really well at the moment. Our collection has been well-received around the world. Our show at the New York Fashion Week received praise from fashion magazines. A week ago we published our quarter annual report. In it we told our international sales have increased by 23% and our revenue has doubled. It looks good, but one has to remain humble, as the economic situation in the world looks troublesome.

 

The children’s corner was temporarily turned into a bar on the opening night. The bar served tasty Marimekko drinks, of course.

The Beverly Hills store offers a wide range of Marimekko products.

-Fashion has become an ever important part of Marimekko. Here we have separate departments for men’s and women’s fashions. Then we have bags and even iPad covers. In the new Marimekko stores, our fabrics have been placed in the very center of the store. Many other fashion brands have forgotten their roots. We want to shine a spotlight on our fabulous fabrics. There is also a children’s corner here and all the glassware and ceramics can be found in the back of the store. They are rather new product categories that we didn’t have five years ago. There are also wooden and fabric jewelry here.

 

Barbara Tuuri tries on a Marimekko fabric. Mika Ihamuotila wants to honor the history of the brand by displaying fabrics in the center of the store.

How well do Americans know about the Marimekko products ?

-We have ten shop-in shops in Crate and Barrel stores. We are increasing our visibility with these new Marimekko stores. Our ambitions are on a totally different level than at any time in the company’s history.

Now that we are in “Hollywood”, do you have celebrity endorsers?

-Last week Sarah Jessica Parker was photographed wearing Marimekko, Elton John wore Marimekko shoes in Saint Tropez and Anne Hathaway has been seen wearing our clothes almost weekly. It seems to me that we are at a time when marimekko clothes are being widely used.

 

Irina Björklund performs at the Marimekko opening in a Marimekko dress.

Ihamuotila has no plans to use star power in advertising.

-We have no such plans, nor do I think we will use stars in the future either. We think of Marimekko in organic terms. If someone likes our clothes, fine. However, I don’t like the idea of paying a star to wear Marimekko. It doesn’t seem to fit our values. Many other brands pay actors up to hundreds of thousands to wear their clothing.

The marketing is done mainly via media articles and public relations.

 

TV journalist Abdellatif Mouffakkir and his wife, consul general of Finland Kirsti Westphalen, were taking pictures and trying on mittens at the grand opening of Marimekko.

-We employ one of the best PR firms in the United States. I have had nine interviews with American news media. Through these news articles we aim to inform the public about Marimekko’s values, history, production and design. There’s less emphasis on advertising.

How do you feel now that the Beverly Hills store is reality?

-It feels really good. As I was walking here tonight I saw the store full of people. I passed a restaurant next door that is a favorite place for actors and directors to dine in. They were curious to see what was going on in our store next door. As I saw the bright Marimekko colors through the large windows, I felt proud about our brand and people. It feels incredible but it is true!

 

Colorful Marimekko dishes are the latest addition to the Marimekko line of products.

Mika Ihamuotila comes from a famous and prestigious Finnish family. His father Risto was the chancellor of Helsinki University and uncle Jaakko was the long time CEO of the Finnish petroleum company Neste. His gradfather Veikko served as a minister in the Finnish government and his mother was a textile designer. The family still owns a manor house in Espoo named Hista.

 

Mika Ihamuotila discusses with actress Anna Easteden at the Marimekko opening.

Mika Ihamuotila became the CEO of Marimekko in 2007 after acquiring 13% of the company stock. Just a year earlier Ihamuotila underwent surgery to remove a brain tumor. It took him months to recover from the serious procedure. Last year he was once again under the knife for the same reason. But you would never know it by looking at the man. He looks tanned, healthy and strong – not to mention handsome as hell. I ask the famously private man about his health.

-Perfect, couldn’t be better, he responds.

Mika Ihamuotila is married to Hannele “Kitty” Ihamuotila, née Mandelin. She was beaming at the store premiere by his husband’s side. They have four sons. Mika Ihamuotila’s hobbies iclude reading, tennis and nature, especially the Finnish archipelago and the Alps.

 

Kitty and Mika Ihamuotila opened the 103rd Marimekko store in Beverly Hills.

It was a fun opening indeed that read like who’s who in the LA Finnish circles. Consul general Kirsti Westphalen was having fun with her husband Abdellatif Mouffakkir. They were taking pictures at the Marimekko photo booth and trying on mittens. Barbara Tuuri from Warner Bros. was there. The patrons of everything Finnish, Mirja and Ernie Covarrubias were mingling in the crowd, sipping Marimekko drinks. Mirja met up with media personality Sauli Koskinen, who was there with some friends.

Mirja Covarrubias connected with Sauli Koskinen.

Sauli Koskinen came to the Marimekko opening with his friends.

Finnish actresses Susanna Finn and Marjo-Riikka Mäkelä were present, as was the ever so lovely colleague Anna Easteden. Magician turned movie mogul, Iiro Seppänen had just returned from a six-month vacation to see the wonders of the world. Iiro’s Pan Pacific Entertainment focuses on U.S. -China -collaborations. His latest endeavor was a Chinese TV series featuring wing suit jumpers.

These days movie producer Iiro Seppänen spends half of his time in China.

Janne Kouri, who runs a gym for the paraplegics showed up with his banker-wife Susan.

Gym entrepreneur Janne Kouri with wife Susan.

The crowd was entertained by the lovely actress-singer Irina Björklund and her five man band. Irina sang and played the saw – yes, the saw. She recently recorded a brand new album in France in which she sings in French.

 

Irina and her band, all dressed in Marimekko. From the left: Janne Haavisto, Joe Karnes, Janne Lappalainen, Irina Björklund, Peter Fox and Markus Nordenstreng.

The store looked fabulous. Everything was bright, elegant – and I’m afraid quite expensive. This is definitely not a store for the bargain hunter. A canvas shopping tote for 21 dollars, anyone?

A couple browses Marimekko products in the brand new store.

However, if you want to remember that special someone this holiday season, you cannot go wrong with Marimekko. Finntimes wishes the new Marimekko store the best of success.

Marimekko marketing director Tiina Alahuhta-Kasko was happy after a successful opening.

ANASTASIA RATIA: “FAMILY IS MY INSPIRATION”

STORY: ANASTASIA RATIA
REPORTER: TOMI HINKKANEN – LOS ANGELES
PHOTOS: JONNY KAHLEYN
ANASTASIA RATIA: ‘FAMILY IS MY INSPIRATION’

Christina and Risto Matti Ratia’s middle daughter Anastasia came to the United States with her parents. After they divorced and her father moved back to Finland, Anastasia stayed in the U.S. with her mother and two sisters. She studied architecture and fine arts at New York University and then moved to Los Angeles and married an American film producer. After her marriage ended, Anastasia started a new life in a charming studio apartment in Hollywood hills.

Beachwood Drive climbs up Mount Lee toward the famous Hollywood sign. The journalist and photographer arrive in front of Anastasia’s building a little ahead of time. We spot a beautiful blond walking her dogs down the street, and as it turns out, it was Anastasia with her dogs Bullet and Doc. We go to her studio apartment which is located in a 1910′s art deco building.

Anastasia prefers to do the interview in English. “You can not talk to me in Finnish, my Finnish skills are horrible, although my sister Kiira and I are still Finnish citizens. My Finnish language skills improve a bit each time I go back to Finland, but not as much as I would like. It’s funny, because when we first moved to America we spoke hardly any English”, Anastasia explains. Her language situation is not surprising, after all, she was only 2.5 years old when the family came to the United States. That was in the early 1980s. The Ratia family settled in Norwalk, Connecticut, with the intent to launch the Marimekko brand in the U.S.

“The Marimekko studio was on the ground floor of our house. Artists worked there during weekdays. This went on until my parents divorced in 1983″, Anastasia reminisces. “My father Ristomatti continued living on the same street for one more year after that until he moved back to Finland”, she adds.

The parents agreed that the children would remain in the United States with mother Kristina. The three daughters were still so young that their opinion on the matter was not asked. Kristina remarried. The new husband was American businessman Jack Gocke who owned tennis clubs in New England. Kristina continued modeling and doing her interior design work.

Kristina and Jack divorced six years ago. “Jack has been the best stepfather”, she notes. “When marrying my mother, he realized that the package would include three girls. He opened his heart to us. We still have a close relationship, even though he is no longer married to my mother”, she adds. The same cannot be said about her relationship to her biological father Ristomatti whom Anastasia did not have any contact for years: “It was not because of any particular dispute, but the distance was driving us apart. Ristomatti lived in Helsinki. We daughters were young students at school with not time to travel. I would see my father every now and then when he came to the United States, but we did not have continuous contact. Now I’m at that age, when the family has become important to me. That is why I approached my father. We reunited at my wedding four years ago”, she explains.

Ristomatti’s current wife, Anu Saagim-Ratia, also attended the wedding. “She is a wonderful woman. We spent together with her and my father the last time I was in Finland. We traveled to Estonia, where we (more…)