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Web Exclusive | December 2017

Braez brand comes to Turkey

The Turkish Suteks Group, which acquired the Dutch Braez brand two years ago, is preparing to bring the clothing retailer to Turkey, according to Founder, Nur Ger. Ger, who belongs to a family well-rooted in the business, is the owner of Braez, which has 250 stores abroad, together with other Turksh brands. Suteks had produced stock for the Dutch retailer for 15 years before the acquisition, Ger told daily Hürriyet.

“A key to our success is sharing revenues with our employees via an income-sharing-system that has been in place for 20 years,” she said. The company mainly focuses on exports to Europe and the US, and Ger said it has managed to prevent any reduction of brand value despite an increasingly negative perception of Turkey abroad in recent years.

“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.

Turkey needs to coordinate policies to achieve gender equality in business life, Ger stressed. On the strength of her gender equality advocacy work, Ger was appointed “Business Advocate of U.N. Women’s Empowerment Principles” in 2016.

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