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Thriving on in this transformation strategy and growth elevates content creators’ collaboration Cadde

with Boyner, supporting creative minds
journey is its online channels. In 2023, the
to produce freely. Via this platform,
company took important steps that made
Diversity a difference in Boyner online and as a result content creators can curate their
of these steps, the share of their online
own collections and share them
sales reached 27 per cent. By the end of
with their followers, while
2024, they are targeting a growth of more
The wide range of brands
than 100 per cent through their online easily tracking their earnings.
channels and they anticipate that the share and personalised shopping
in total sales will increase to 33 per cent. experiences offered by Boyner present
Continuously developing new concepts, unique opportunities for both content
Boyner’s passion for sports and active creators and their followers,” explains Through this project, they aim
living is an essential part of their retail Çamurdan. to create significant environmental
experience. With this in mind, they have Also key to their operations is benefits by preventing the cutting down
developed the Boyner Dynamic store sustainability, as they endeavour to of 3,400 trees.
concept. Through this concept, they offer combine sustainability and retailing By creating a rich and dynamic culture
more than 4,000 products and accessories through their sense of responsibility that thrives on diversity, Boyner’s
from various sports to active lifestyle and towards the world, society, people and creativity, courage and passion enable
sports enthusiasts. the environment. Whatever they do, them to design innovative and liberating
In addition, inspired by the success of their first priority is to think about these shopping experiences for their customers.
Boyner Dynamic, they have launched the elements and they plan every project They act with an understanding that aims
Boyner Dynamic Teen concept for children with a ‘value-adding, responsible and to make their customers’ lives easier and
and young people between the ages of sustainable approach’ and focus on go beyond their expectations.
8-16. With this new store, the first of which improving the lives that the brand reaches. “As we look to the future, our main
opened in Istanbul at Boyner İstinyePark, One of the latest projects in this area goal is to build a hybrid shopping
they offer a dynamic and fun world to young is related to their logistics operations. model by integrating our physical
people and children who make sports a part By switching to foldable plastic crates stores with the digital shopping
of their lives from a young age. made from recycled materials for store experience as we do now. In
As the topic of conversation moves to deliveries, they will prevent the use of addition, sustainability and
social media, Çamurdan explains that at 200,000 new cardboard boxes per year. making the supply chain
the centre of their social media strategy more transparent are among
is their strong collaboration with content the important issues that will
creators. He highlights that influencers, WE SWIFTLY ADAPTED TO affect our growth in the coming
who play a major role in marketing THE CHANGES BROUGHT years,” Çamurdan highlights.
strategies, create captivating stories that BY THE DIGITAL AGE AND “By further strengthening our
Cadde
Cad de hook consumers’ attention and have OFFER A SEAMLESS SHOPPING e-commerce operation, we will continue
a significant impact. To further amplify EXPERIENCE THROUGH to offer personalised solutions to enhance
An experience-based retail brand that feeds on innovation, Boyner integrates this impact, they aim to manage their OUR OMNI-CHANNEL SALES customer experience and loyalty. While
customer happiness and technology into its business model, taking responsibility collaborations with influencers through STRATEGIES, BOTH IN OUR working to improve these dynamics,
PHYSICAL STORES AND
in social areas to beautify the lives it touches. Here, we meet up with CEO Eren a systematic business model and thus ONLINE PLATFORMS.” which are currently in our focus, our
top priority will be to prepare our brand
launched a special influencer platform
Çamurdan to discuss the company’s transformational journey in recent years and called InClub by Boyner. Eren Çamurdan for the future by adapting to changing
what its plans are moving forward. “InClub by Boyner is a platform that CEO of Boyner marketing strategies.”

Cadde Istinyepark
ith its great team structure and than 309,000sq m of retail space. also opening doors to stores in locations
Wdeep-rooted culture behind its “We swiftly adapted to the changes that have not seen Boyner before.
core values, the brand transforms every brought by the digital age and offer a The first concrete step of their retail
day and starts each day with a new seamless shopping experience through transformation journey was taken in 2021
excitement. Customers are the most our omni-channel sales strategies, both in and has continued ever since.
important factor in inspiring Boyner’s our physical stores and online platforms,” Last December, they renovated
innovative strategy and with the energy explains Eren Çamurdan, CEO of Boyner. their İstinyePark Shopping Mall site
their customers help create, the business “Furthermore, through our online and introduced the brand new Boyner
has been introducing groundbreaking channels which welcome 500 million İstinyePark, which brings together art,
innovations in the industry and offering visitors annually, we extend the Boyner technology and innovative experiences
collections from fashion-forward brands experience to the whole of Turkey.” inspired by life to visitors.
to its guests since 1981. Çamurdan mentions that it is very “With the İstinyePark location, we
Currently there are 123 stores important for them to offer their have created an entirely new experience
Cadde
operating in 43 provinces of Turkey experience-oriented retailing in the right that transports visitors to another
and they recently launched destinations location by blending it with a suitable world, featuring everything from product
in Antalya at Land of Legends, one of concept for the spirit and expectation of personalisation and items made from
the world’s largest theme parks and in that location. It is via this method that they recycled materials to a Nail Art corner,
Ordu, a province they had not entered plan their store investments and while social media zones and Costa Coffee,”
previously. Within their store portfolio, they continue to increase the number of Çamurdan comments.
they offer over 600 brands across more stores in their existing locations, they are One of the most important elements

18 RETAIL & LEISURE INTERNATIONAL DECEMBER 2024/JANUARY 2025