Through in-depth face-to-face interviews with key stakeholders across the company, we were able to gain a deep understanding of what was truly unique about the organisation and the commercial problems the new brand extension needed to resolve. Our data and trend analysis into the local and international beauty & care markets identified key market growth opportunities around product, brand experience and distribution. These insights were then distilled to inform our product, brand positioning, pricing, naming, retail experience and design strategy.
The first new retail concept store was launched in Brandium in Ataşehir, Istanbul in March 2013. Since then, 11 further stores have been rolled out in the last 24 months – 8 in Istanbul, 2 in Ankara, 1 in Izmir and 1 in Bursa. Total Atelier Rebul turnover more than doubled in 2015. The view now is for the brand to become global with the first international store to launch in Northern Europe early 2017.
“When we came to BrandSeers in 2011, we were unsure how lucrative innovating our brand through a new retail store concept would be for our business. Through rigorous strategic analysis and brand concept development, BrandSeers has allowed us to successfully identify an opportunity with which to enter the retail market and re-build our brand equity. I strongly believe they are the most forward-thinking brand professionals in Turkey.”
Nüket Franko Filiba
Partner, Atelier Rebul