The chapter opened in 1996 with six jeans and an expensive ad in a fashion trade magazine. Now that will end in January 2019. After more than 20 years, Emin Cezairli and Serdar Mazmanoğlu want to break new ground: The board members of Mavi Europe AG are leaving the Turkish denim label.
The reasons remain a bit foggy. Serdar Mazmanoğlu says: “We love Mavi, the brand is our baby. But one has to leave at some time when one want to reorient new after 20 years with a brand. Our exit had been planned for some time and discussed with the brand management in Turkey early enough to ensure a smooth handover.”
We love Mavi, the brand is our baby.
Cüneyt Yavuz, Mavi CEO, comments on the succession: “In line with our strategy to integrate our growing global markets ever more closely, Savan Tuysuz, who has served as the Chief Commercial Officer, Turkey & Export Markets, for the last three years, will assume the role of European Regional Director at Mavi Europe AG in September 2018.”
Until Cezairli and Mazmanoğlu leave, however, they say they will remain “fully committed to Mavi.” They are working hand in hand with Savan Tuysuz and the team that they have built, to ensure a smooth transition and the continuation of the existing strategy to secure Mavi Europe’s profitable growth trajectory.
Cezairli and Mazmanoğlu brought the label to Germany in 1996 and helped to build up the European business. Operating out of Germany as the central hub, the dedicated team oversees the activities of the European region including the Netherlands, Switzerland, Belgium and Austria. In the European region, 82% of 2017 revenues came from wholesale channels and 16% from retail channels. The European operation continues its expansion with 1,400 sales points in department stores including Peek & Cloppenburg, Karstadt, Galeria, Breuninger and Wohrl as well as online channels such as Zalando, Amazon and Outfittery.
Consistent with our global strategy, we will continue to focus our efforts on new customer acquisition, the development of our sales channels and the diversification of our product categories underpinned by our unparalleled denim expertise, data management and agile business approach.
“Of course, we walk with a crying eye, but we remain loyal to the environment,” Mazmanoğlu says. He doesn't want to be more specific. He's a man of honor: “First of all, it's Mavi. But the future will be exciting.”
Yavuz comments: “Mavi Europe AG has delivered consistent growth for over 20 years while firmly establishing our brand as one of the leading players in the European premium jeans market. I would like to personally thank Emin Cezairli and Serdar Mazmanoğlu for their contribution to our success and their partnership over the past two decades.”
Yavuz confirm Heusenstamm near Frankfurt will continue to be the brand’s head office for Germany and Europe “as we strive to capitalize on the exciting opportunities in the region created by the momentum of e-commerce platforms and our trusted wholesale business partnerships.”
The chosen course of concentrating on wholesale and expanding and intensifying partnership relations with the trade will also be continued. “Consistent with our global strategy, we will continue to focus our efforts on new customer acquisition, the development of our sales channels and the diversification of our product categories underpinned by our unparalleled denim expertise, data management and agile business approach.”
Mavi currently operates in 35 countries with approximately 5,500 doors worldwide.