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US Polo Assn opens new store in Istanbul

ISTANBUL - Hürriyet Daily News | 1/8/2010 12:00:00 AM |

Aydınlı Group, the Turkish licensee of US Polo Assn., opened the brand’s new shop in the Forum Istanbul shopping mall Friday.

The Aydınlı Group, the Turkish licensee of U.S. Polo Assn., opened the brand’s new shop in the Forum Istanbul shopping mall Friday with the participation of David Cummings, chief executive officer of U.S. Polo Assn.

“Contrary to the other brands, we had the best year in 2009 because we focused on consumer need, value and price,” Cummings told journalists. “U.S. Polo Assn. had an annual turnover of nearly $700 million. We aim to increase this figure by 13 percent in 2010.”

The brand is in the process of creating new strategies in order to gain more market share with new retail store concepts and new goods, such as watches and leather goods, according to Cummings.

Noting the recovery in the Turkish economy, Cummings said, “U.S. Polo Assn. Turkey is a model in the world. The performance of our stores in Turkey is very good.”

Currently, U.S. Polo Assn. has 60 exclusive stores worldwide, 12 of which are in the United States. “Our aim is to increase this figure to 50 within five years,” Cummings said. “U.S. Polo Assn. represents a lifestyle. It also gives the best quality with fair prices and good designs. That’s why people love it in Turkey.”

Speaking during a press conference, Levent Özkan, managing director of the Aydınlı Group, said the group has created a new store concept for U.S. Polo Assn. “We are also contributing to the brand with our own designs,” he said. “Our concept will be a new model for other U.S. Polo Assn. stores.”

Noting that in summer 2010 Aydınlı will also open three new stores in Syria, Lebanon and Jordan, he said Aydınlı will have operations in 30 countries with these additions.

"Currently, we have 16 stores in foreign countries and 24 sales points. This year we will reach our customers from four new stores and six new sales points,” he said. “In 2009 we had a turnover of $35 million. Our aim this year is to reach $40 million.”

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