Opinion / Jamie Waters
Run the risk
This week, a cautionary tale unfolded in Helsinki concerning the Finnish fashion and homeware brand Samuji. Founded a decade ago by Samu-Jussi Koski, Samuji amassed a cult following for its clean womenswear silhouettes and punchy prints. It opened a New York flagship in 2016 and at its peak in 2017 it garnered €2.2m in annual sales and had stockists from Tokyo to LA.
Yet, like so many independent brands, the cash flow dried up (international expansion is a risky thing) and, last week, Samuji issued a heartfelt call on its website and social-media feeds asking the public to save it from bankruptcy. “As we sometimes do in life, when trying to grow a business, we misjudge some of the risks and find ourselves in an economic situation that challenges our business,” the brand wrote on Finnish crowdfunding platform Mesenaatti. It was aiming for €400,000 (although €150,000 would save it from immediate bankruptcy); it made just over €200,000.
For now it looks like Samuji will live to fight another day but the incident is sobering. The fashion industry celebrates beautiful things but many of the small brands propping it up survive because they are canny with money and are always hustling to get their designs in front of customers. Samuji’s emotional plea reminds us of the perils of being an entrepreneur; there is a lesson here for us all.