Finnshop.at

While visiting the beautiful city of Vienna, Spot on Finland took the opportunity to meet Heidi from Finnshop.at.


Heidi is originally from Helsinki but she left her hometown to study economics, tourism and culture in Germany and Vienna. She worked as a consultant for many years. 11 years ago, Heidi and her husband settled down in Vienna after having spent five years in Berlin. She says she got the idea to start her own business after homesick Finns, typically displaying the urge to eat salmiakki (salty liquorice), frequently asked her: "Where in Austria can I buy this?" and she was forced to reply "nowhere." So, Heidi decided to put her experience as a consultant to good use. Finnshop.at was launched in 2004.

Mustard from Turku, Elovena porridge, Lapin Kulta (beer) and Moomin biscuits,
some of the various treats that can be found in Heidi's shop.

Iittala glass, kids' clothes and Marimekko's "Kaiku" birch fabric in the background.

Fazer's Marianne sweets in Iittala bowls.

Marimekko, in the back, the ever-famous Uunikko design from 1964.

Iittala glassware, Marimekko dishes and tablecloth, Necklaces by Aarikka.

Marimekko dishes and textiles.

Marimekko bags, kids' clothes. Stylish bibs also by Marimekko for the small messy moments.

"Finnish design is becoming more and more popular,” says Heidi. "Many clients wanted to see fabrics, clothes and dishes in person." After the success of her online shop, she decided to open a shop, also called Finnshop, in Vienna. The shop opened in October 2008. Nowadays, only 10% of Finnshop’s sales are from foodstuffs. Heidi has chosen to sell Finnish brands that have a long tradition. Her selection includes brands like Fazer (chocolate), Iittala (glass), Marimekko (textiles) and Aarikka (wood design) to name a few.

Marimekko T-Shirts and pencil cases.

When asked to name her top selling items she smiles: Marimekko's "Unikko" design and Alvar Aalto's vases have been, and still are, the bestsellers. Heidi's shop offers customers the opportunity to see and touch what they buy. Finnish design is functional and simple and demand is on the increase.

While we are in the shop, a young couple takes their time to inspect all shades of blue of one of the popular Iittala carafes. Heidi vanishes for some time and finds the last blueberry blue version of the carafe, a colour that is no longer in production. It turns out that this is exactly what the couple was looking for. A Finnish lady enters the shop. Both Heidi and the lady quickly switch to Finnish and discuss the weather and news. Then Heidi shows her client the new Marimekko fabrics.
A young Finnish student enters the shop with his Austrian girlfriend and explains to her that Salmiakki "is not for you, believe me" and buys a pack for himself and a "pipo" for her.





Finnshop Vienna
Erdbergstrasse 10, in the courtyard
1030 Vienna-Austria

Tue- Fri 10am-6pm
Sat 10am-4pm


For those who cannot go to Vienna, you can visit the online shop at www.finnshop.at