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~ Penti ~

HOW PENTI INTEGRATED ITS

ONLINE AND OFFLINE

STRATEGY IN ONE SUCCESSFUL,

PERSONAL

EXPERIENCE

Text: Nico Hoeijmans // Photos: Penti

Turkish fashion brand Penti has been a success since the 1950s. The multi-channel retailer
has become a beloved brand by consumers over the world. Focussing on underwear, Penti

has become a market leader in intimates, beach wear, leg wear and home wear. What started
with a shop at Valikonağı Avenue has developed into a brand with more than 500 shops in
five continents and more than 60 million visitors every year. We meet Fehime Garan, Senior
E-commerce Manager at Penti.

ocks Online expansion: promoting the brand
Penti’s success started with socks, a basic item everybody One of the demands of the last years, obviously, was the pos-
Suses. These days, the fashion retailer is still Turkey’s lead- sibility to be inspired and order online. With an online shop, the
ing and Europe’s second largest hosiery manufacturer while it (online) business grew and Penti constantly adds new features to
has expanded to other product categories as well. Focussing on the platform. The multi-channel fashion retailer used a Magento
one excellent product is how the company developed itself to Commerce Community solution before it partnered with Myra
the multi-category intimate retailer it is today. In the last ten New Media (MNM), an Intershop business partner. “We needed
years, a lot of these new categories were added. “We have seen to replatform to further improve our online performance and com-
some special highlights over the last few years. By innovating merce capabilities, e.g. we would like to be able to set up multi-
on products, we have attracted attention to the category of level promotion campaigns. They are very important for both our
underwear,” Garan points out. “We have really added a lot to online and offline business. So we switched to the Commerce Suite
the creation of the underwear category. We, for example, rein- platform of Intershop, which has a lot of out-of-the-box features
troduced fishnet tights to the market. Today, intimate fashion and is very powerful so supports our growth ambitions. Besides this,
has become complementary to all categories it serves, including it is flexible, making it possible to add the new innovative features
specific style codes, too. It provides us with the possibility to we want on our shop in a way that offers us the possibility to stay
strengthen our market position as market pioneer by matching up to date with the rapid changing online trends and consumer
production, design and marketing demands with existing and demands. We were looking for a solution like this as our promotions
emerging customer demands.” often are very complex. Having to work with and maintain only one
e-commerce infrastructure has made life a lot easier too.”

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