Skip to contentSkip to navigation menu

Munich – September 3, 2012

hybris software expands its success to Turkey Mavi goes for Multichannel and “The Perfect Fit”

Mavi relies on the know-how of hybris for the implementation of its multichannel strategy. Founded in 1991, the Turkish fashion company sells high-quality premium jeans under the motto „The Perfect Fit“, operating more than 285 retail units with flagship stores in Istanbul, Vancouver, Berlin, Frankfurt, Dusseldorf and Moscow. Today Mavi is a $ 300.000.000 company with 1600 employees and considered one of the leading players among the top international brands.


The Perfect Fit – for multichanneling, too
In future, Mavi’s high-quality products are to be sold across various, well-served and fully integrated distribution channels. The company selected the hybris Multichannel platform to reach this goal. The hybris Multichannel Accelerator offers an efficient commerce solution which is immediately operational and will so allow Mavi to implement their plan without delay. Burak Ovunc, Sales & Category Director of Mavi: „From the very first presentation we were all impressed by the concept from hybris. Our ambitious project requires a scalable platform, which allows the integration of new channels and technologies. We have found this in hybris.“ The hybris platinum partner hmmh was responsible for the implementation and the design of the new online appearance.

A strong focus will be placed on social and mobile. „The customers we are dealing with are increasingly competent consumers who expect a suitable presence and a ‚Perfect Fit’ – not only with regard to the jeans themselves, but also across all distribution channels. Mavi recognized this and has set the course for a successful multichannel strategy with an international focus. Mark Holenstein, Vice President Central Europe of hybris shares in the excitement about this development: „We are pleased to present Mavi as our first customer in Turkey. As a strong company who is dedicated to quality, Mavi is aware of the challenges they have to face in the retail industry. Thanks to the effective and intelligent integration of all distribution channels, the company can now provide an ideal shopping experience for its customers – and hybris supports them in this.“


Initial roll-out in Turkey – more will follow
Until now the Mavi online store had been based on a .net-platform from Microsoft in the domestic market Turkey, in the US and Germany the store has been managed with a full-service provider. The first step of their multichannel strategy will see the initial roll-out in Turkey, followed by Germany, Russia and the United States.


About Mavi Jeans
Founded in Istanbul in 1991, Mavi designs a full collection of jeans-wear, for young women and men. Turkey’s first fashion brand to become global, Mavi has been the leading jeans brand in Turkey since the last 16 years with 11% market share. Mavi is now sold at over, 4000 specialty stores, better department stores and specialty chains in 50 countries including the US, Canada, Turkey, Australia, Germany, Netherlands and Russia. Mavi has over 285 retail stores with flagships in Istanbul, Vancouver, Berlin, Frankfurt, Dusseldorf and Moscow.