Samuji
A contemporary Finnish design brand known for timeless design, thoughtful craftsmanship, and a distinctive artistic point of view.
Business Development · Retail · Wholesale · Marketing · Leadership · 2011–2016
This project was one of the foundational expressions of something that has influenced my work: helping a distinct creative vision become a coherent business—where products, communication, customer experience, and growth all expressed the same philosophy.
The Story
Founded by designer Samu-Jussi Koski, Samuji emerged as one of the defining contemporary fashion brands in Finland, bringing together fashion, art, and design through a distinctive Scandinavian point of view.
During my five years with the company, I had the opportunity to contribute across many areas of the business as the brand evolved from an emerging label into an internationally recognised design company. Working closely across retail, wholesale, marketing, customer experience, leadership, events, recruitment, and business development gave me a rare opportunity to understand how creative businesses grow from the inside.
What Changed
My role grew with the business.
Working across multiple areas of the company allowed me to contribute wherever the business needed the greatest attention—from strengthening customer experience and retail operations to developing wholesale relationships, organising events, supporting recruitment, refining communication, and contributing to the broader development of the brand.
Rather than viewing these as separate responsibilities, we approached them as interconnected parts of building a strong and coherent creative business.
Areas of Contribution
Retail Leadership
Wholesale
Business Development
Customer Experience
Marketing & Communication
Events Management
Recruitment
Store Operations
Team Leadership
What I learned
Samuji taught me that the strongest creative businesses are built around a clear point of view.
When a founder has a distinct vision and every decision is guided by the same values, something important happens. Products become more than products. They become expressions of a way of seeing.
It was here that I began to understand that coherence isn't only visual. It is created when vision, design, communication, leadership, and customer experience all reinforce the same story.
"Samuji is where I learned that values become meaningful when they are expressed consistently through every part of a business."
Looking Back
Now, I can see that Samuji shaped the foundation of the way I think about creative businesses today.
Samuji was one of the first places where I experienced what it feels like when a business becomes an expression of a philosophy rather than simply a collection of products.
That insight has shaped the way I work ever since.
I believe the strongest businesses don't begin with strategy.
They begin with a clear way of seeing.
Beyond the project
Every collaboration leaves behind more than results.
It leaves behind a way of seeing.