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Reima and Chinese Kids

July 17, 2017



Reima is a famous Finnish high quality children’s wear brand started from 1944. For some Chinese parents, Reima is not a strange brand any more. With 13 own Reima stores opened in Beijing area, and all in all products already are sold in different channels in 60 stores, additionally with an online store in Tmall, Reima made a big breakthrough in China during 2010s. It provides all kinds of leisure and outdoors wears about kids growing up, with high quality, safety and comfortability, which help children to explore the world even in extreme weather. In Finland and many countries, Reima is a label well-loved by Finnish parents and kids. Reima’s belief is “joy of movement”, which means an active lifestyle makes happy and healthy children who learn better and perform better.




In recent years Reima launched a children's sports sensor ReimaGo. In the interview, Reima’s CEO Elina Björklund introduced ReimaGo as a new concept, which combines an activity sensor, a free mobile app, weatherproof outdoor clothing and a kid’s movement. Attach the sensor to clothes, with the ReimaGo app in smartphone, parents can easily know how much kids moved. It’s very easy-to-use for both kids and parents, and it encourages kids to find the joy of movement. It’s suggested by WHO that one hour activity is needed per day for underage kids. As the pioneer of leading the era of child health lifestyle of movement, ReimaGo has aroused a lot of interests from kindergartens and schools. There is already Chinese version of ReimaGo app issued, free for downloading.




Elina was acting very quickly when she was asked to be a participant with WSIF business network to the event of WWSE2022 - World Winter Sports Expo (Beijing).  Reima has been a WSIF business friendship network partner for a longer time now and appreciated the committed efforts of the organization. Reima’s CEO Elina Björklund emphasizes WWSE2022 as a very good event to be with, as Reima wants to be part of Finland’s brands to enhance Chinese markets. Finnish brands are famous for marketing Scandinavia lifestyle and value, maybe Nordic lifestyle is the right word for Reima. Reima wants to be under the umbrella of Finnish brands to spread the Nordic lifestyle to China. Most importantly, China is now promoting the winter sports and lifestyle and Reima wants to support Chinese kids in winter sports, like ice-skating, down-hill skiing and so on. Reima has the best clothes to support Chinese kids to get closer to snow and winter activities.




Elina introduces Reima’s perspective of China to WSIF that Reima has a team of 70-80 people in China and China is a very strategic market for Reima. As the northern China has the similar weather as in Nordic countries, we are focusing on the northern part of China to look for growth, but  Chongqing, Chengdu area are also very interested in our products. The on-line demand is very strong. A lot of ski-resorts will be built up and demand for winter sports wear will be increased.








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