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 2020?
- We updated our standards for retailers and went through them with our partners. The purpose was to make sure that the retailers are reaching their full potential for aspects such as total sales, add-on sales, suitable warehousing that benefits the customer, product displays that are in line with the Dimex brand and ensuring that the customers find their way to the shop easily.
What didn’t go quite so well in 2020?
- 2020 was not a year of growth, although disposable filters sold well. The sales of industrial workwear suffered because of the economic and labour market insecurities caused by Covid-19, but we did not lose our market share.
Our goals for 2021
- We acquire a new subcontractor to meet the increased demand in capacity. The goal is to find a partner with whom we are able to cooperate for years to come.
- We support the retailers and make sure that their sales meet Dimex standards.
- We increase brand building activities to the level of 2019.
Our goals for the future
- We increase interaction and communication about the social and environmental accountability and sustainability practices at Dimex.
- We collect feedback from suppliers and subcontractors. We examine the possibility to perform an external audit.
- We enhance partnerships and increase the level of customer satisfaction of our partners to at least 3.5 (on a scale of 1 to 4).
- We bring the topic of customer satisfaction to the agenda at meetings with our partners.
- We report our tax footprint, which acts as an indicator of tax revenue and tax-like payments accumulated for society as a result of our business activities.
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!