The Dutch brand Braez, which was acquired two years ago by the Turkish Suteks Group, is set to introduce the clothing retailer to Turkey, sats Nur Ger, founder of the textile company. Ger, who belongs to a family long settled in the business, is the owner of Braez, which has 250 stores abroad, together with other Turksh brands.
Suteks produced items for Dutch retailer for 15 years before the acquisition. “A key to our success is sharing revenues with our employees through an income-sharing-system that has been in place for 20 years,” Nur revealed. The company’s key focus is exports to Europe and the US and it managed to stave off any reduction of brand value in-spite of a negative perception of Turkey seen in foreign countries.
Nur disclosed how she went about this task changing perceptons, “We have frequently invited our clients to visit Turkey. In line with our strong communications strategy, we told them our business environment has not changed. Nevertheless, we can see that many investors are waiting on structural changes before committing to long- and mid-term investments,” she said. In 2015, Suteks signed a partnership agreement with U.N. Global Compac to advocate for gender equality. Established in 1986 in Istanbul, Suteks produces and exports high-end fashion.
