Growing at a Record Level in 2024, Schafer Sets Its Eyes on the USA

Schafer continued its rise in the industry with a strong start to 2024. Serving with 70 stores across Turkey and up to 2,800 product types, Schafer achieved 92 percent of its sales targets in the first 6 months of 2024, which it started with a 10 percent growth target in foreign currency under the leadership of CEO Murat Aslan. Here are the details!

Schafer Sets Its Eyes on the US Market

While Schafer rapidly adapted to changing consumer habits after the pandemic and recorded growth in cooking and electrical appliances, especially with the increasing trend of cooking at home, there was a decline in tableware categories. Aslan emphasized that as families become smaller, dinner sets for 6 people are becoming more preferred.

The company also made a major breakthrough in the field of e-commerce. Schafer, who increased the share of e-commerce in the company’s turnover to 27 percent, aims to increase this rate to 40 percent by the end of the year. Stating that the company’s e-export rate in Turkey is also increasing rapidly, Aslan stated that they have achieved significant growth in this field, especially by using marketplaces.

Schafer is taking an important step towards becoming a global brand by entering the American market with a new home textile collection. Aiming to reinforce Turkey’s worldwide “Made in Turkey” perception and the reputation it has gained in home textiles in America, Schafer will take part in this market with original products such as loincloths and bathrobes that reflect the bath culture. Schafer CEO Murat Aslan stated that they believe that Turkish TV series and culture will have a successful presence in the USA thanks to the influence of Turkish TV series and culture in the international arena.

Schafer will continue its store investments without slowing down in the coming period. Aslan stated that there may be a 1-2 year stagnation period in the coming years, but they have taken the necessary steps to continue growth in this period. Schafer’s breakthrough in America will increase the brand’s power in the global market and take the Turkish home textile brand even further.