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From Concept to Creation

The vision of AC&co. is to be a global leader that stands out in the market
through reliable and high-quality products while embracing a culture of
sustainability. Here, RLI converses with Enis Habif, CEO of AC&co. about the
rise of the business, how it has grown across international borders in recent years
and what the next steps look like.

s a leading menswear brand, their heritage sustainability and innovation.
Aof premium fabrics and fine craftsmanship is The menswear market leader in Türkiye, today they
combined with exceptional product knowledge to meet have a portfolio of approximately 200 stores and 320
the needs of casual and formal menswear wearers. points of sale. Internationally, the business operates 52
It is the company mission to serve their customers with stores and 12 corner stores across the 14 countries of
a strong sense of responsibility towards the life cycle of Algeria, Azerbaijan, Bulgaria, Cyprus, Germany, Iraq,
nature and future generation. They are committed to Italy, Macedonia, Morocco, Romania, Russia, Somalia,
understanding and adapting to the changing needs of Turkmenistan and Uzbekistan.
their customers. Through “In 2025, we have plans to spread out our online
innovative, value-adding investments further around the world and continue
products and services, to grow across Western Europe, in Italy in Southern
they strive to Europe and in Morocco in North Africa,” highlights Enis
create unique Habif, CEO of AC&co. “We are also in the process of
experiences that launching our own website in Romania as well preparing Carolina Mall, Alba Iulia, Romania
set their customers for a larger presence on online marketplaces as well.”
apart, reflecting their As our conversation moves onto the guest
dedication to quality, experience, Habif explains that their loyalty program
called Stars is a pivotal tool in this environment, as
it offers customers the chance to share, like and find
products for their taste via Stars. The program features
Bronze, Silver and Gold levels, serving additional
opportunities to customers on each level. Offers from
the Stars program include such services as free dry
cleaning and free tailor alterations for example.
After the events of the last few years, the value of one’s
self and lived moments have become more precious. The
work AC&co. is putting into e-commerce and social media
efforts are designed to give more time to their guests by
being more efficient and helpful than ever before.
“Customers have 24-hour shopping assistants, Alexa Mall, Berlin, Germany
to ensure the right product is purchased. Data is the
new currency and how you assess the data is what through a special washing treatment process to reduce customers, knowing their lifestyle and serving them with
puts you in front of competitors,” Habif comments. water consumption. The scrap fabric created during the a fulfilling experience requires good communication
“On the other side, establishing a smooth and efficient cutting process is recycled to create new products. within, a control of product and technique and
supply chain requires predictive analytics to lead to IN 2025, WE HAVE Another way is by highlighting the packaging waste respectful customer service. The business is passionate
more accurate forecasting and better alignment with PLANS TO SPREAD they create during the transportation of goods. This is and committed to the work they do for their customers
consumer demand.” OUT OUR ONLINE huge in a company of over 200 stores. In order to save and the products they make for them.
All of this data, combined with their output across INVESTMENTS 85,000 tons of CO2 emissions from discarded cardboard When discussing what lies ahead for the company,
social media platforms allows the brand to build a FURTHER AROUND boxes, equivalent to the carbon reduction achieved by Habif leans towards global expansion, executed on a
THE WORLD AND
company profile online in-keeping with their ethos and CONTINUE TO GROW four million trees in a year, they have exchanged regular cautious roadmap as he feels consumer behaviour and
values. In the future they will continue investing on the ACROSS WESTERN cardboard boxes to foldable and reusable ones. understanding the market dynamics need to be well
tools to become even more proficient in these areas. EUROPE, IN ITALY IN The aim of AC&co. has always been to offer their examined before rapid growth.
Just like the topics of e-commerce and social SOUTHERN EUROPE customers products with a good fit that are made “In the past we made rapid decisions on growth,
media, sustainability is another area that is of upmost AND IN MOROCCO IN with excellent quality and have a clean cut style. Their which taught us some important lessons. Our entries
importance to the business. As a company with over NORTH AFRICA.” commitment to making high-quality products that into the Romanian and Bulgarian markets have been
1,000 employees and with roots that go back over eight Enis Habif are accessible to everyone ensures that customer a success, encouraging us to expand in other main
decades, they carry the responsibility of this heritage to CEO satisfaction remains their top priority. European markets,” Habif comments.
the coming generations. While fast fashion has created “By offering modern and elegant designs at prices “Striking a balance between price and quality is still
a high demand in sales, ending up in quickly disposed suitable for every budget and through our sustainability going to be a major issue moving forward. Consumers
fashion waste, AC&co. are a stable and solid brand, that projects and innovative perspective, we aim to be more are able to buy anything they desire with a fingertip.
care about having long-lasting products that promote than just a fashion brand – we strive to be a partner that Whoever serves the best choice at the best price will
good style and high-quality. supports the lifestyles of our customers,” explains Habif. be ahead in the competition. We look forward to
One way they do this is by focusing on scrap and raw Respect to the customer and product is crucial in continuing to do this and offering our best choices to
material efficiency. As an example, their trousers go the AC&co. culture. Understanding the needs of their the correct consumer.”

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