I'll start with a blandness, but then I'll end with a bit more excitement. The only constant in this world is change. Even if you don't change, your environment does. The recent shopping climate has been colored with uncertainty and in much of our country, the color has been missing snow white. Shopping habits have not yet changed to reflect the new climate. Summer jackets and winter jackets are clear purchases, the idea of a mid-season work jacket has not yet caught on. Politics and the coronavirus are also creating an atmosphere of uncertainty. Most of Dimex's production is in Eastern Europe, 85 percent of its turnover comes from Finland, and yet global uncertainties have a big impact on us. Regardless of the internationality of our procurement and sales, we are all part of the global climate. So why be in a good mood? Mauno Koivisto said it, "If we don't know for sure how things will turn out, let's assume that everything will go well." Realism does not require sinking into gloom. Pessimism and cynicism are not synonymous with realism either. Dimex intends to shine this year as well. In demanding conditions, there is an opportunity to reflect on the reason for the company's existence and what truly sets us apart from others. Why Dimex is, to our best guess, the largest heavy-duty workwear brand in Finland. Protective clothing is a bigger business in our country than the population would suggest. Every single company is looking for “good guys”. The employer image also includes workwear. High-quality, good-looking and functional workwear also strengthens the brand towards customers. It is more the rule than the exception that an employer buys certified workwear for employees that meets work requirements. More is also invested in occupational safety every year. It would be quite a drastic move for a company to do a little less this year than last year for occupational safety. The consequences of an individual’s incapacity for work are enormous, both financially and for the employer. This motivates. Although there is still a lot to do in the field of occupational safety, we have nevertheless, from an international perspective, put a lot of thought and money into it. The heavy-duty workwear market in Finland is attractive and there are many competing players in this field as well. A strong brand, design from Finland and continuous development are Dimex’s competitive advantages. The effectiveness of the long-term strategy was demonstrated by the Company of the Year award, which was based on the results of Kauppalehti's "Successful People". How then do we express what we are to the end users? A brand must not be invented, it must describe reality. No Bullsh*t DimexThe attitude has also worked well in marketing. If competing brands are profiled as the avocados of the workwear market, Dimex is the potato. Functional, durable, no-frills. So let's move forward, we've never been in the venal business. What doesn't grow, rots. We also have to learn from mistakes, because new potatoes can grow from sprouts. Let's say that if you didn't buy winter pants, but wore summer pants all winter, now you need a new pair. Towards the new season! best regards, Tuire the eternal optimist Owner-entrepreneur / Sorterouter / Chairman of the Board tuire.krogerus@dimex.fi