Page 27 - February #178

Karaca,
Turkey
“We have brick-and-mortar operations in 25 countries with more collections for example offering luminescence whilst also being light and
than 300 dedicated stores and 2,000 concessions and we also sell our delicate yet durable,” Karaca explains.
products in 48 countries through our online sales, reseller and distributor As we ask the CEO about the role of social media, he goes on to
network,” says Fatih. discuss how Karaca uses social media platforms as both sales and
After launching their first store outside of Türkiye in Azerbaijan in marketing channels to build brand awareness and how they push on
2014, external expansion has continued and in November last year with the adaptation of their sites to keep up with the dynamics of social
they unveiled their first site in the UK in London at Islington Square. media. They also work hard to engage with their customers and provide
Spread across 2,641sq ft, the two-storey space upon opening offered fun, relevant, seasonal and on-brand content across all their channels.
a selection of seasonal gift ideas as well as homeware including new On the topic of sustainability, the business believes that this will be
lines and their limited-edition ground pearl collaboration with designer a catalyst in retaining loyal customers and appealing to new customers,
Hussein Chalayan. As well as this landmark store in the UK (with more ‘Karacalovers’ as well as transforming and educating their employees and
on the horizon), Karaca added a fifth unit in Germany and their first their company.
store in Paris, France. “It will also be a catalyst for us as we expand abroad under changing
Europe is fast becoming the businesses most important target market world conditions. Sustainability is both a necessity, a social responsibility
in terms of both geographical proximity and purchasing power. They and an area for commercial growth for Karaca, as we work to introduce
will continue with their rapid roll-out of retail stores abroad whilst also more sustainable processes, recycled materials and sustainable packaging
simultaneously being present through e-commerce in the markets they into our collections to add to the eco-friendly rugs, for example, made
enter. Some new markets they are hoping to enter in the coming years of 100 per cent recycled cotton.”
include the US and Asia. As time begins to run out with Fatih, we turn our attention to what
From its inception, the most important goal for the brand has always he feels are the key drivers behind the success of the brand to date.
been innovation and the breaking of new ground in the industry to Looking back on his experience, he believes the company has done two
turn their dreams into reality. As the company continues to expand, things very well. The first of these is that they have a dedicated team
the Karaca Group will remain steadfast in its efforts to add value to and a network of very good partners and secondly, after updating their
the homeware sector through their 11 brands as well as increasing its vision and goals they have implemented long-term marketing projects.
influence in the global market with its design and products. “In short, we put people at the centre of everything we do, of every
“One of our goals is to be a brand that also inspires the leading brands decision we make and we have been sincere and made ourselves
in the world with our value-added products, including those created accessible. When we did all of these things, success followed naturally.”
by Turkish designers and engineers based in Türkiye. We try to really As Karaca looks to enter the US market by 2030 and the Asian market
innovate when creating new product lines and we also like to collaborate by 2040, family is always at the heart of everything they do and they
with an array of designers. From research, development and perfecting want this to remain the case as they continue their expansion both
designs to refining the manufacturing process and delivering the quality online and in bricks-and-mortar stores as they look to become one of
and finish, it all takes time. Now we have unique products, with our pearl the leading homeware brands in the world.

Karaca, New Islington Square Karaca, New Islington Square
London, UK London, UK