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Jonas Forth

Director Of Retail and Franchising at Moomin Characters

Jonas Forth is a business professional currently serving as the Director of Retail and Franchising at Moomin Characters. He is the managing director of All Things Commerce Helsinki Ltd, a company that specializes in selling licensed Moomin products and helping Nordic brands reach a global audience through e-commerce.1

Professional Background:

  • Managing Director of All Things Commerce Helsinki Ltd
  • Head of Digital at Moomin Characters
  • Recently completed a Master's degree in Entrepreneurship & Innovation from Trinity College Dublin in July 20234

Business Achievements:

  • Expanded Moomin's online presence by establishing stores in multiple countries, including the UK, Germany, Norway, and planning expansion into Sweden and Poland1
  • Grew the company from 5 employees in 2018 to over 40 employees internationally
  • Maintains multiple online stores with a monthly turnover of 500,000€ and annual growth of 20%
  • Shipping Moomin products to more than 50 countries monthly1

Professional Philosophy: Forth has been quoted emphasizing the importance of diversity in business, stating "Not being diverse is just bad business".2 He is also interested in innovative business solutions, as demonstrated by his work in implementing a new Product Information Management (PIM) system to streamline Moomin's digital and physical commerce channels.3

Highlights

Jul 11 · linkedin

If you want to go fast, go alone; if you want to go far, go together.

All Things Commerce Helsinki Ltd merged with Moomin Characters in July and my new position is Director of Retail and Franchising. Together with the team we grew ATCH consistently for ten years straight and turned a local e-com operation into an international sales, data and branding vehicle.

The new organization will give us focus to go even further.

Jan 4 · linkedin

I'm wrapping up 2023 for All Things Commerce Helsinki Ltd and having a look at how we did with our sales and branding work for our international Moomin Shops.

We have now had 10 years on double digit yoy consecutive growth through pandemics, inflation fluctuations, changing customer behaviours and technical challenges. Shopify has been a great choice for us and Columbia Road, Reaktor, Vaimo and Vincit have been there for us along the way. Thank you to our logistics partners Boomerang Distribution who has allowed us to scale both in volume and reach.

We opted to open not one but two flagship stores this year, both designed by Carola Rytsölä Oy's great team, located right in the center of the newly finished Helsinki Airport and on the main shopping street Esplanadi in Helsinki - both surpassing our initial sales targets for 2023. Thank you to Finavia, Arcada Nova, Svenska Teatern and all the talented constructors and creators who worked on a tight deadline. A special shout out to Brändäämö Oy and Kobra Agency who did the gorgeous windows at Esplanadi and a big thank you to All Things Content Ltd for coordinating the opening party.

The UK team (Magnus, Gjöril, Ilanit and Co) and the Norway team (Audun and Kathleen) both surpassed their ambitious targets and moomin.no saw the light of day. We also welcomed Moomin Shop Poland who opened up shop in Krakow and moomin.pl will follow in early 2024. We closed our German division and moved operations back to our global store where Germany quickly took second place on our top list followed by Sweden. The US is still a third of our exports and we will be doubling down this year when we open up moomin.us. We have more partners to be revealed in 2024.

This year we saw the return of some sort of 2019 normalcy and our physical shop managers Emilia, Gabi, Henna and Terhi navigated skillfully through growth pains, technical updates and construction projects. The marketing and content team, Hazal, Erica, Pihla, Tiina and Robin, went above and beyond when they, faced with decreasing online sales and lack of foot traffic, created a strategy to reach audiences outside of our core demographic. They also supported all of our global Moomin partners of which there are too many to mention here. Petra, Saara and Sanna scaled up our sales and product management to get our international partners up and running and coordinated numerous product launches on- and offline including the highly popular Sea Breeze and Finnair mugs by Fiskars Group that we sold in the tens of thousands. Sofia took ownership of our support and managed to make this one of our most smoothest years in spite of increased volumes.

A huge thanks to all of you, you make the complex things we do seem easy.

Here's to a even brighter 2024.

Related Questions

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How has Jonas Forth contributed to the growth of Moomin Characters?
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How did Jonas Forth's previous role at All Things Commerce Helsinki Ltd. prepare him for his current position?
What future plans does Jonas Forth have for Moomin Characters?
Jonas Forth
Jonas Forth, photo 1
Jonas Forth, photo 2
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Location

Espoo, Uusimaa, Finland