Inspiration | 12th May 2021
35 Years of Andiata
Andiata’s success story is one of the most remarkable in the Finnish fashion industry. For 35 years Andiata has created quality pieces for style-savvy and modern women of all ages. In honor of the anniversary we want to take you on a time travel throughout the history of Andiata and the brand's most important events over the years.
TARJA RANTANEN FOUNDED ANDIATA
Rooted in Helsinki, Finland, Andiata was founded by Tarja Rantanen in 1986. Born out of a young woman’s desire to realize her own views as an independent entrepreneur and to design quality fashion pieces for women, Andiata's clothes create a feeling of contemporary elegance, confidence and comfort.
Andiata designs clothes for the modern driven woman – a combination of trendy elements with timeless and feminine silhouette allows you to be both serious, beautiful, and comfortable at the same time.
Women of all ages are a great source of inspiration to us – we aim to design high-quality pieces that stay relevant and are loved for generations.
VATEVA FASHION FAIR
In 1992, Andiata took the first steps towards international business after attending the Vateva Fashion Fair in Helsinki. This was an important event for the brand as Andiata got its very first customers outside of the domestic market.
ANDIATA EARLY COLLECTIONS
The 1990s was Nokia’s golden age and business workwear was all the rage in Finland. As the popularity for women's business attire surged, Andiata became known for its elegant office and occasion appropriate style.
With her impeccable eye for detail and expertise in tailoring, Tarja created stylish, feminine and functional designs. Especially the tailored pantsuits – a succesful and quintessential look that is still at the heart of Andiata's collections – rose in popularity.
CELEBRATING THE MILLENNIUM WITH AWARDS
In 1998, Tarja Rantanen was awarded the prestigious title of Gloria Fashion Award that gives praise to Finnish companies and design. The jury highlighted the great quality and timeless feel in Andiata's designs that stood out from other nominees.
GOLDEN HANGER AWARD BY THE FINNISH FAIR CORPORATION (KULTAINEN VAATEPUU)
Andiata and Tarja Rantanen were awarded the annual Golden Hanger Award in 2002. The jury was unanimous in its decision stating that Andiata fulfilled every criteria: the collection is of high quality, functional, in the spirit of the time, a good value for money, and exportable.
The Golden Hanger was given by Gloria magazine, the Finnish Trade Fairs, Stockmann and Muoti-Vateva.
THE FIRST ANDIATA BRAND STORE IN HELSINKI
2006 was a big year for Andiata. The first Andiata brand store opened in Helsinki on Aleksanterinkatu – a central location for fashion and commerce. A bold move that paid off, as more customers discovered the brand.
In 2013, a new Andiata brand store opened in Tampere on Tuomiokirkonkatu 2.
THE VEUVE CLIcQUOT BUSINESS WOMAN AWARD
As Andiata celebrated its 25th birthday in 2011, Tarja was awarded the prestigious Veuve Clicquot Business Woman Award for highly successful, courageous career women in business.
”Rantanen has shown innovation by constantly renewing its product line and keeping its products at the forefront of industry development. This can only be achieved through ongoing dialogue with employees, customers and other stakeholders and collaboration without unnecessary hierarchy. The company’s operations are financially sound and profitable”, the award committee explains.
EVOLVING DIGITALLY: E-COMMERCE
It has always been important for Tarja to constantly develop the company – stay current and on top of ongoing trends. As the world changes and innovation and technology evolve, the majority of business and marketing shifted to e-commerce.
Andiata opened its own online store in 2014. The following year the brand started to seriously invest in selling its products online.
ANDIATA BRAND STORE OPENS ON ESPLANADI
In 2015, the Andiata flagship store moved to a new magnificent location from Aleksanterinkatu to the best spot in Helsinki on the North Esplanade.
STORE IN PARIS
Tarja’s long-term dream of opening a store in Paris came true – in 2019 Andiata opened its first international brand store on a central location on 68 rue Bonaparte in the 6th district of Paris.
ANDIATA BRAND STORE MOVES TO KASARMIKATU
The 35th anniversary has also been a time of great changes. In the summer of 2021, the Andiata brand store moved to a new location on Kasarmikatu on the south side of Esplanadi Park in Helsinki.
FROM MOTHER TO DAUGHTER
Andiata is a second-generation family business – Tarja works as Andiata’s Head Designer and CEO and Matilda works alongside her mother. Together they continue to inspire each other by creating timeless fashion to last for generations. The love and passion of a family is truly the most unconditional dedication a brand could have.
COMING SOON… PARIS 2022
Andiata continues to grow in the international market and in summer 2022, a new Andiata brand store will open in the heart of Paris on the same street as the previous store. This is the beginning of another exciting new chapter for Andiata.