"Mixed Retailers in Turkey" Published

In 2014 mixed retailers registered 16% current value growth, which was higher than the review period CAGR of 13%. Much of this growth was stimulated by the increasing number of outlets and increasing promotional campaigns by the leading companies within mixed retailers. Nevertheless, the performance of the channel is facing a major challenge from the rapid growth of apparel and footwear specialist retailers. Nearly all the brands and companies that have been operating within department stores are opening their own outlets, which have more extensive product ranges than in department stores. For example, international apparel retailer NaraMaxx opened its first outlet in Bursa province in April 2013. Previously, the company’s apparel was available only in Boyner and YKM department stores.

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Competitive Landscape

In 2014 Boyner Buyuk Magazacilik maintained its leading position in mixed retailers with a 43% value share. This is largely due to its strongly established position in the country, with a 69% share of the total number of outlets in department stores under the company’s ownership and control. The company owned the Carsi brand until 2004, before converting all Carsi department stores into Boyner outlets. However, in 2011 the company reintroduced the Carsi brand, alongside the Boyner department stores brand. Carsi department stores mainly target middle-income consumers, whilst Boyner department stores have a larger sales area, and target consumers in the middle- to high-income segments, offering some of the world’s leading luxury goods brands. Another important development which occurred in 2012 was Boyner Buyuk Magazacilik’s acquisition of the YKM department stores chain. YKM was previously Boyner’s closest and most established competitor. Following its acquisition of YKM, Boyner Buyuk Magazacilik was able to establish a completely unrivalled position in mixed retailers in Turkey.

Industry Prospects

Mixed retailers is expected to increase by a value CAGR of 4% at constant 2014 prices over the forecast period, which is a slightly lower rate of growth than the CAGR of 5% recorded in the review period. The main factor behind the slower growth is expected to be the increasing competition from internet retailing. Despite the slower growth expected over the forecast period, the channel is expected to register a good performance due to the expected further penetration of the leading companies by opening new outlets.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Mixed Retailers industry in Turkey with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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