Elevator Pitch: Reima, kids’ outdoor apparel brand

Elevator Pitches are written by the company and edited for space and clarity. They do not express the opinions of Outside Business Journal or its editors.

Ride the elevator with Elina Björklund, CEO of Reima.

With the growing national conversation around “rewilding” our children—think of the trending hashtag “#freerange parenting”—and childhood obesity rates continuing to climb, we at Reima are on a mission to help kids worldwide discover the joys of active movement. Whether that’s happening outside at the playground or indoors at a gym, Reima’s aim is to ensure that kids have the right clothes to be active: clothes that fit and perform properly no matter the weather.

With over seven decades of experience, Reima has gained a unique understanding of children: how they move, how they play, and what they need. Every Reima product is carefully designed for a specific age and built to last, from the design and fit to the fabrics and extensive features. Founded in Finland, where kids in school are expected to spend three to four hours outside every day, regardless of rain, snow, or extreme temperatures, we understand the importance of having products that are high performing, highly abrasion resistant, waterproof, breathable, comfortable, and safe.

With what we call a “tip-to-toe” wardrobe, children ages 0 to 14 have access to a 100-percent non-toxic collection that is built solely with kids in mind—this is not simply adult apparel that has been resized for younger consumers. We cater to the world’s most outspoken and honest consumers—children—so we’d better get it right!

Reima is sold in 37 countries and we recently entered the North American market with an edited collection that has been well received by national and independent retailers alike. As the Fall/Winter 2018 collection rolls out over the next month, we look forward to seeing the reception and increasing our distribution.

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