Sisley relies on partner to accelerate in Turkey
Exclusive distribution partnerships are a new kind of agreement that Sisley is trying out. Owned by Benetton, the second largest fashion group in the world, Sisley has indeed signed an agreement with a Turkish distributor to ensure a substantial presence on the market.
Sisley has chosen to partner with the group Özlenir. This isn't a new entry onto the Turkish market for the brand since it has been present in the country since 1991, over time opening 25 locations. Instead, it means taking things to the next level, since the distribution agreement involves a plan to open 100 stores within five years.
For Turkey, a market where Benetton sees potential for growth, it’s a new kind of independent distribution partnership. The agreement, which requires more investment from the partner than from the brand, may also be rolled out in other countries in the future.
Sisley currently has 900 stores for its men’s and women’s ready-to-wear worldwide. The next to open in Turkey will continue on with its latest concept, launched in 2014, which is a lot more "boutique-style" and more upscale in terms of its image.
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