Let's assume everything goes well.

I’ll start with something a bit bland, but I’ll finish with a bit more edge. The only constant in this world is change. Even if you don’t change, your environment does.   The recent purchasing climate has been coloured by uncertainty and, in many parts of our country, it’s been missing the colour snow white. Buying habits have not yet adapted to this new climate. A summer jacket and a winter jacket are clear purchases; the idea of an in-between-season work jacket hasn’t really caught on yet.   The atmosphere of uncertainty is also fuelled by politics and the coronavirus. Most of Dimex’s production is in Eastern Europe, 85 percent of our turnover comes from Finland, and yet global uncertainties have a major impact on us too. Regardless of how international purchasing and sales are, we are all part of the global climate.   So why be in a good mood? Mauno Koivisto put it like this: “If we are not certain how things will turn out, let us assume that everything will go well.” Realism in no way requires sinking into gloom. Pessimism and cynicism are not synonyms for realism either. Dimex intends to shine this year as well.   Demanding conditions offer an opportunity to think about why a company exists and what really sets us apart. Why is Dimex, to the best of our knowledge, the biggest heavy workwear brand in Finland?   Protective equipment is a bigger business in our country than the population would suggest. Every single company is looking for “good people”. The employer brand also includes workwear. High-quality, good-looking and functional workwear also strengthens the brand in the eyes of customers. It’s more the rule than the exception that the employer buys the certified workwear required for the job. Investment in occupational safety is also increasing year by year. It would be a pretty drastic move for a company to do a bit less for safety this year than last. The consequences of an individual’s incapacity for work are enormous, financially as well, and for the employer too. That’s a strong motivator. Even though there is still a huge amount to be done in the field of occupational safety, from an international perspective we have already put a lot of thought and money into it. That’s why the heavy workwear market in Finland is attractive, and there are many competitors in this field too. A strong brand, Design from Finland and continuous development are Dimex’s competitive angles. The effectiveness of our long-distance strategy was reflected in the Company of the Year award, which was based on Kauppalehti’s “Menestyjät” (Success Stories) results.   So how do we express what we are to end users? A brand must not be made up; it has to reflect reality. The No Bullsh*t DimexAttitude has worked well in our marketing too. If competing brands position themselves as the avocados of the workwear market, Dimex is the potato. Practical, timeless, no gimmicks.   So we’re moving forward; we’ve never been in the waiting-around business. What doesn’t grow, rots. We also have to learn from our mistakes, because a new potato can sprout from a tiny shoot.   Let’s assume that if you didn’t buy winter trousers but spent the whole winter in summer trousers, now you need a new pair. Onwards to a new season!   Best regards, Tuire the eternal optimist Owner-entrepreneur / Sorterouter / Chair of the Board tuire.krogerus@dimex.fi