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oe a <br />
torie in ontrie<br />
Since September 2016, LCW Home who has gained a<br />
great acceleration in both inland and outland markets,<br />
closed the year 2018 with 5 million product sales.<br />
The brand, which plans to reach 150 stores in 2019, is<br />
experiencing the excitement of opening a new LCW<br />
Home office in Denizli nowadays. LCW Home Brand<br />
Group Manager Ümmühan Şan who has stated that<br />
home cosmetic products such as cologne and room<br />
fragrance were exhibited in all LC Waikiki stores’ cash<br />
point areas, and that they would create a cosmetic wall<br />
with a new project, and thus they would have a chance<br />
to increase the number of exhibited products as well.<br />
In our conversation, which we mentioned from the new<br />
collection to be launched in March, Şan has stated that<br />
natural figures and patterns continued to be used, and<br />
she also explained the details of tropical and marine<br />
themes.<br />
Can we please listen to the story of the LCW Home<br />
brand since its inception?<br />
In September 2016, we have opened our first store. We<br />
had started with 11 stores at that time, we are now in<br />
133 stores. 70 of these stores are active at abroad and<br />
63 of them are active at our country. As we think of the<br />
opening processes of the stores, we can indicate that we<br />
were thinking to grow more rapidly in the country, but<br />
we have grown faster abroad. We have experienced our<br />
66 DECOR • March - April 2019<br />
LCW Home, which has achieved a rapid growth by selling 5 million items<br />
in the past year, will launch its summer collection in March.<br />
best period in 2018, since our establishment. Because we<br />
have spent the first two years by trying to understand<br />
the sector and the customer. In 2018 we acquired a solid<br />
place in the collection, product variety and quality, and<br />
sold about 5 million items in the year. In the period we<br />
started, there were 10 people in our team and now we<br />
have 33 people in total. We will now have a small LCW<br />
Home office in Denizli. We have a more extensive, more<br />
established and experienced team. We are currently<br />
producing in 250 categories. Customers already loved us<br />
as the LC Waikiki brand. Demands have begun to increase<br />
significantly as “Home Products” begun to be used.<br />
Why do you think you’re growing faster abroad?<br />
We have a similar data with LC Waikiki abroad. The<br />
markets we entered were relatively higher potential than<br />
others. One of the country that can be considered as the<br />
centre of home textile is Turkey. Hence the number of<br />
brands here, the experience and maturity of the brand<br />
is very high. Most of the markets we enter do not have<br />
qualified home textile brands. The shopping habits are<br />
mostly made within the home textile departments of<br />
the supermarkets. Clearly, in these countries, it is not<br />
very easy to change the habit of home textiles culturally.<br />
But we have complied very well at all. In the market,<br />
our products are seriously attractive, the prices are also<br />
advantageous.
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