SHE OWES HER SUCCESS TO AN INNOVATIVE PRODUCT RANGE

SHE OWES HER SUCCESS TO AN INNOVATIVE PRODUCT RANGE

E-COMMERCE SITE SEFAMERVE BECOMES PROMINENT WITH INNOVATIVE PRODUCTS SUCH AS SCARF CAP THAT DOESN’T LEAVE ANY MARK ON FOREHEAD AND SPORTSWEAR.

The first and only e-commerce site to enter Red Herring Global Top 100, Sefamerve’s member count is over four million. The brand that draws attention with its successful social media applications has offices in Marrakesh and Holland as well. The brand delivers to fifty-five countries in five continents. The founders of Sefamerve are the chairman of the board Mehmet Emin Okur and the founding partner of the brand Oya Okur Erciyeş. We talked to the Okur siblings about the brand’s vision for the future.

The brand was born by a discovery that was made by Oya Okur Erciyeş who returns to Turkey after having studied fashion design and living for twelve years in Canada. She had realized that the hijab fashion was missing some important things. Mehmet Metin Okur who supported his sister and prepared the infrastructure of Sefamerve created an e-commerce brand that is known not only in Turkey but also abroad along with Oya Okur Erciyeş in only two years. Sefamerve that is placed among the top hundred start-up businesses of Europe targets to reach one million dollar of revenue in the coming three years. Chairman of the Board Mehmet Metin Okur who emphasizes that Sefamerve offers a different life style to its targeted mass through the social media applications and innovative product ranges says, “We perform a detailed work regarding the product ranges that are planned to be offered on our e-commerce site. Our goal is to create the perception of a transparent brand. We have reached over four million members through facebook. Our members have become to socialize with each other. The average age of our targeted mass is between 18 and 35.”

They couldn’t sell skirts for six months
Founding Partner of the brand Oya Okur Erciyeş expresses how the brand has become distinct with its design line: “The hijab clothing companies send us their models and we choose the ones we like among them and send them to production. We ran into problems with their sleeves, skirt heights, and sometimes with their arms. Moreover, we had experienced a period that we couldn’t sell any skirts for six months. In time, we have begun to discover the needs of the hijab fashion and offer the designs to meet the needs of our targeted mass. We have had extensive meetings with the manufacturing companies about the type of products that we wanted. We design innovative products such as scarf cap that doesn’t leave any mark on forehead and sportswear.”

They sell 250-300 thousand items per month
Mehmet Metin Okur highlights that they went beyond the standards and began to sell skirts with one hundred and five centimeter of height, and the minute they have offered them on their e-commerce site, they sold thirty-six thousand of them and he adds, “We have ten thousand product range and we sell approximately 250-300 thousand items per month. The contribution of the foreign sales to our revenue is around eighteen per cent. However, if we look at it as the number of sales, it is around twelve to thirteen per cent. Most wanted products are scarves and shawls. Seven to eight thousand new models are uploaded every day. Most of our targeted clients live in İstanbul, Ankara, İzmir, Antalya, and Bursa.”

They are going to sponsor the athletes in hijab
Mehmet Metin Okur who expresses that compared to 2013, a growth of revenue at a rate of fifty per cent has taken place in 2014 gives the following information: “We are going to sponsor of seventeen athletes in hijab at the 2016 Olympic Games. We are designing garments for them now. We are targeting to grow in Europe, North Africa, Far East, and America besides Turkey. We had received different types of proposals such as building schools or hotels, or investing in cosmetics, halal pay, and halal connect. We aimed towards geographical growth, without going for horizontal growth. We have opened offices in Marrakesh and Holland. Indonesia and Malaysia are our new goals. We make the most sales to France in Europe.”