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Since its founding in 1995 in Helsinki by 19 year-old Nina Rantanen and 27 year-old Pasi Sivonen, Day has won high praise and is well known all over Finland for testing new concepts and being first to market with the latest products. Their marketing approach is carefully thought out from beginning to end: from unique products, to innovative merchandising displays, to cheerful customer service to a colorful marketing mix - all are compatible and reflect the special, joyful spirit that the six Day shops exude.