After a hiatus of 13 years, the renowned fashion brand Women’secret, owned by Spain-based retailer Tendam, has made a triumphant return to the Turkish market. The brand’s comeback was marked by the grand opening of its new store in Istanbul’s Emaar Square Mall, a bustling shopping center in the heart of Türkiye.
Emaar Square Mall, situated in Istanbul’s Uskudar district, stands as Türkiye’s largest shopping destination, boasting a vast expanse that encompasses 415 retail outlets, 52 dining establishments, and a multi-level parking facility spread over 138,000 square meters. The arrival of Women’secret adds a touch of Spanish flair to the mall’s diverse retail landscape.
With the inauguration of its Istanbul store, Women’secret has significantly expanded its footprint in the region, now operating a network of 692 physical stores across 80 countries. Tendam, the parent company, commands a workforce of nearly 20,000 employees and achieves annual revenues exceeding $2 billion, solidifying its position as a major player in the global fashion industry.
Established in 1880, Tendam ranks among Europe’s top five clothing retailers, a testament to its enduring legacy and commitment to quality. While the brand initially entered the Turkish market back in 2012 with the launch of its Women’secret line at Aqua Florya, it temporarily withdrew before achieving its ambitious goal of establishing 50 stores nationwide.
Recent developments saw Multiply Group, a subsidiary of UAE-based International Holding Company, acquire a controlling stake of 67.9% in Tendam, signaling a strategic shift in the company’s ownership structure. This move is widely interpreted as a response to the intensifying competition in the women’s fashion sector, particularly from Gulf-owned brands like Victoria’s Secret, operated by the Kuwait-based Alshaya Group.
The resurgence of Women’secret in Türkiye not only marks a significant milestone for Tendam but also underscores the dynamic nature of the fashion industry, where brands must continuously innovate and adapt to stay relevant in a fiercely competitive market. The partnership between Tendam and Multiply Group reflects the growing influence of Gulf-based investors in shaping the global fashion landscape, highlighting the strategic alliances that drive industry growth and expansion.
As Women’secret reclaims its position in the Turkish market, fashion enthusiasts can look forward to a diverse range of women’s clothing and accessories that blend Spanish sophistication with international trends. The brand’s return symbolizes a renewed focus on customer engagement and market penetration, signaling its commitment to providing Türkiye’s fashion-forward consumers with stylish and innovative apparel options.
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