Dimex Ltd is a Finnish company that has been designing, manufacturing and selling the best workwear in the world since 1982. Dimex hails from Leppävirta, which is located in the North Savo region of Finland. Our clothes are worn by thousands of Dimex fans across the globe who work in the transport sector, earthworks engineering, industrial property maintenance, logistics, landscape construction, plumbing, electrical, HVAC or building industries – you name it!
Our product development, including the design process, pattern making and prototype sewing, takes place at Leppävirta, where our headquarters and customer service department are also located. As Finland’s leading workwear brand, we are proud to deliver more than 430,000 garments to the different corners of Europe each year. In 2019, Dimex Ltd was selected as company of the year by Kauppalehti, a major Finnish business and commerce news outlet.
The Dimex attitude
Our motto, No Bullsh*t, beautifully sums up the Dimex attitude: we are genuine and have no hidden agendas. At Dimex we aren’t afraid to admit our mistakes, never take ourselves too seriously and love a healthy dose of humour added to the mix whenever possible.
We like to get things done without making a huge fuss about it. We are straight-talking, open and honest, and proud of what we do. When you cut the crap, you’re left with the stuff that really counts. No Bullsh*t!
Customer-led product development
Our premise is to make clothes that are perfect for their purpose, and the people who wear Dimex clothes every day have the real expertise and can tell us what works and what doesn’t. We are always happy to receive feedback and make changes to our products accordingly, which might be why we have an exceptionally close relationship with our customers.
Customer satisfaction is a top priority for us: whenever any problems arise, the process to solve them begins without delay. In cases where we have made a mistake of some kind, we are quick to admit it and keen to learn from it.
Dimex was founded in 1982 by Mikko Grön and Timo Krogerus, whose brother Jukka, together with his wife Sirkka, took charge of the company during the 1990s. Today, the main owner of the company is the Finnish private equity investor Sentica. Riitta and Tuire from the Krogerus family and Petteri Tirkkonen, who are known as the three musketeers, or sometimes by their nicknames Brake, Gas and Clutch, are minority shareholders and work in the management of the company.
Dimex is a Finnish company that pays its taxes in Finland. Three of the owners, Pete, Tuire and Riitta, are very much involved in day-to-day operations as well as the business side of things.
Over the years, Dimex has grown steadily, but always on our own terms: we are not looking for quick profits at any cost, but instead have worked systematically to become a reliable and valuable long-term partner for retailers and suppliers. We are constantly developing our operations because we want to grow sustainably and do slightly better than we did during the previous year.
What did we achieve in 2021?
- We cemented our position within the current retail channels. The share of retail sales increased further compared to corporate sales. 100% of the growth in 2021 came from the retail side.
What didn’t go quite so well in 2021?
- We fell short of our target turnover by a few hundred euros. The goal was to reach the same numbers as in 2019. Even though we didn’t quite hit the target, we’re proud as h*ll of our achievement in these challenging times.
Our goals for 2022
- We will continue to invest in retail.
- We will further increase our nationwide brand visibility. We will also put special efforts in increasing the Dimex brand recognition in the Helsinki Metropolitan Area.
All companies tend to say that their customers are the best. They clearly haven’t met Dimex fans, who are like a breed of their own. Dimex fans possess a f***ing amazing attitude to work and life in general – not to mention their unique sense of humour.
If you find this hard to believe, you should definitely check out the awesome images and stories shared by Dimex fans on social media. We highly recommend you follow the hashtags #dimex and #dimexworkwear, and promise that you won’t be disappointed!
While there, you might also want to start following Dimex’s official social media channels that serve a healthy dose of useful stuff, garnished with a whole heap of nonsensical but decidedly entertaining content. Enjoy!