Women’secret Makes Comeback in Turkish Market After 13-Year Absence

Women’s fashion brand Women’secret, owned by Spain-based retailer Tendam, has re-entered the Turkish market after a hiatus of 13 years. The brand’s comeback was marked by the opening of its first store in Istanbul’s Emaar Square Mall, a significant retail destination in Türkiye.

Located in Istanbul’s Uskudar district, Emaar Square Mall stands out as Türkiye’s largest shopping center, offering a diverse range of retail outlets, dining options, and amenities spread across an expansive area of 138,000 square meters. The mall serves as a bustling hub for shoppers and visitors alike.

The inauguration of Women’secret’s store in Istanbul signifies the brand’s strategic expansion in the region, adding to its global footprint of 692 physical stores across 80 countries. Tendam, the parent company, boasts a workforce of nearly 20,000 employees and achieves annual revenues exceeding $2 billion.

Established in 1880, Tendam ranks among Europe’s top five clothing retailers. While the company initially ventured into the Turkish market in 2012 with its Women’secret brand, its earlier presence was short-lived, culminating in a temporary exit before achieving its desired store count.

Recently, Multiply Group, a subsidiary of the UAE-based International Holding Company—which is a prominent investment entity in the Gulf region—acquired a significant stake of 67.9% in Tendam. This acquisition is viewed as a strategic move by Tendam to navigate the competitive landscape, particularly against Gulf-owned fashion brands like Victoria’s Secret, operated by Kuwait’s Alshaya Group.

The resurgence of Women’secret in Türkiye reflects a broader trend of international fashion brands vying for market share and consumer attention in a dynamic and evolving industry landscape. The strategic decisions undertaken by Tendam underscore the company’s commitment to staying relevant and competitive in the global fashion arena.

As the fashion industry continues to witness transformations driven by changing consumer preferences, market dynamics, and geopolitical influences, brands like Women’secret are adapting their strategies to capitalize on emerging opportunities and navigate challenges effectively.

With the reopening of its store in Istanbul, Women’secret aims to resonate with Turkish consumers, offering them a blend of style, quality, and innovation that aligns with the brand’s ethos and values. The Turkish market presents a lucrative opportunity for international fashion labels seeking to engage with a diverse and discerning audience.

By re-establishing its presence in Türkiye, Women’secret not only reinforces its brand identity but also signals its intention to foster long-term relationships with Turkish consumers, contributing to the rich tapestry of fashion choices available in the local retail landscape.