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A Touch<br />
From LCW<br />
Home to<br />
the Home<br />
<strong>Decor</strong>ation…<br />
The new target of LCW Home, which sold 5 million pieces of products<br />
in 111 stores since its foundation, is 300 stores until 2023…<br />
LCW Home, which started<br />
production towards the end of 2016<br />
and carried out this production<br />
in the country, has become one of<br />
the biggest players of home textile.<br />
Ümmühan ŞAN, Brand Group Manager,<br />
LCW Home, who stated that they served<br />
with a total of 125 stores, including 50<br />
stores in 23 countries and 61 in the<br />
country abroad, evaluated the time<br />
since the brand’s meeting with the<br />
customer. Giving information about<br />
from the orders they got and to the<br />
targets they want to achieve both at<br />
home and abroad, ŞAN underlined that<br />
they are the primary objectives of their<br />
customer focused work.<br />
LCW Home has been in operation for<br />
about two years. Could you tell us<br />
about both your structural process<br />
and the comments of the customers?<br />
In <strong>September</strong> 2016, we started selling<br />
LCW Home products within the corners<br />
set up in our 10 stores. Today, we<br />
serve with a total of 125 stores in total,<br />
including 50 stores in 23 different<br />
countries and 64 in our country. Our<br />
target is to launch LCW Home brand in<br />
our 300 clothing store both in domestic<br />
and abroad by 2023. We receive<br />
feedback from our customers that they<br />
could have found the style they want<br />
and are satisfied with the quality of the<br />
product. We are preparing the product<br />
according to their demands and present<br />
it to the use of the target profile.<br />
How many of the stores in 40 countries<br />
launch LCW Home products?<br />
There are LC Waikiki stores in 40<br />
different countries; LCW HOME is in 24<br />
of them. In the ratio of 90% LCW Home<br />
products are sold in our Sultanhamam<br />
store in Eminönü. In the others;<br />
there are corners. Evaluating the<br />
performance of our existing stores, we<br />
are also surely looking forward to have<br />
places where only the home products<br />
are sold in the upcoming period.<br />
Let’s talk about your customer profile<br />
abroad. Are the products being<br />
choosen by the expatriates already<br />
or are they choosen by the citizens of<br />
that country?<br />
Are there collections that you prepare<br />
according to the countries?<br />
We opened a store in Kazakhstan<br />
for the first time abroad. We<br />
have been operating in Romania,<br />
Bulgaria, Kosovo, Azerbaijan, Iran,<br />
Serbia, Poland, Kenya, Macedonia,<br />
Jordan, Russia, Tunisia, Bosnia and<br />
Herzegovina, Morocco, Iraq, Lebanon,<br />
Georgia, Ukraine and Moldova. In some<br />
of these countries altough the majority<br />
of our customers are expatriates,<br />
there are also other places where they<br />
are not concentrated. Our main goal<br />
is to provide for people living in that<br />
country to recognize and use our brand.<br />
Designing according to the culture of<br />
each country makes our work difficult.<br />
We are mostly acting taking into<br />
account the habits of use. For instance,<br />
70 DECOR • <strong>September</strong> - <strong>October</strong> <strong>2018</strong>
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