Largest built in home textile brand Bella Maison, returning to Turkey

The Tan family, which made the move to Algeria due to the 2001 crisis, after becoming the biggest built-in-kitchen manufacturer in the country and undertaking the Algerian distributorship of the world’s largest built-in brands.Bella Maison is now returning to Turkey. Under the Bella Maison brand – a newly created home textile brand for Turkish market – the Tan family plans to open 60 stores within five years with an investment of $25 million.

While the confidence of domestic investors in Turkey continues, many companies have accelerated their investments, and the number of brands entering the Turkish market is on the rise. One of the brands, Bella Maison, is actually a newly created brand and has entered the home textile market in Turkey.

Having to leave the Turkish market with the crisis of 2001, the Tan family started to produce furniture in Algeria. At that time, taking a risk by entering the uncertain Algerian market, they succeeded in becoming market leaders in kitchen and bedroom production. Instead of moving Algeria’s Coccinelle brand to Turkey, the Tan family decided to enter the home textile market with the Bella Maison brand.

They will open their first store in Istanbul in February, Tan said. They aim to open five stores simultaneously after the first quarter of 2017. They will definitely open stores at prestigious points in Istanbul, such as Etiler, Bağdat Avenue and Nişantaşı.

But apart from that, their goal is not to open stores in too many places. They want to be more niche than that. In short, they want to be in the right place with the right products. With their product quality and brand identity, they will pull their customers out of the ordinary and away from the shopping hustle.

As the foreign market is equally important for them as the domestic market, they have decided to launch their foreign operations at the same time as their domestic operations. They will open store in Algeria at the same time as in Turkey.

They have also signed an agreement with Kuwait’s biggest shopping mall. Apart from that, they have signed an export agreement with the U.K. As of January, their goods will arrive there and distribution will be established. Thus, they will be able to export their products to the U.K.

Beginning in Istanbul, they will open stores in major cities, such as Ankara, Ä°zmir and Bursa. In the following period, they plan to add different regions to their network. The family, investing $25 million to open 60 stores in a matter of five years, aims to make TL 20 million ($5.7 million) in sales in its first year.