Papu Design, a domestic design clothing company, is set to make a return to the market after facing financial difficulties and declaring bankruptcy in October 2022. The company announced this news through a press release, indicating that a group of domestic investors has decided to continue the Papu story. Tuomo Saarni has been appointed as the new CEO of the restructured company, while the original entrepreneurs Anna and Jussi Kurkela are also involved to ensure a smooth transition and continuity of the brand's identity.

The acquisition of the Papu brand from the bankruptcy estate marks a significant step for the new company, which aims to build a nimble and profitable fashion industry enterprise. The company's primary objective for its first financial year is to implement strategies that have previously failed and to learn from those experiences. Anna Kurkela, who founded Papu in 2012, has taken on the role of creative director and expressed a renewed vision for the brand that focuses on bringing joy, courage, and confidence to fashion while emphasizing sustainable values.

In terms of product design, the company plans to collaborate with Studio APD's Annmar, indicating a commitment to innovative and quality-driven design. This revival marks an important moment in the Finnish fashion sector, as brands like Papu Design emphasize sustainability and ethical practices in their approach to creating clothing. Given the growing consumer preference for sustainable fashion, Papu's return could resonate widely in a market that increasingly values conscious consumerism.