With strong denim roots, Mavi has evolved into an international apparel and accessories brand. Synonymous with superior quality and the perfect fit, Mavi sold 7.5M denim items globally in 2016 via its 5,500 POS and 392 mono-brand stores. Mavi launched its retail strategy in Turkey in 2008, and has since recorded an exceptional growth track record reaching 261 directly operated mono-brand retail stores and 331 mono-brand stores, including franchised stores within Turkey in 2016. With 3,340 talented and dedicated employees globally, Mavi is regarded as an employer of choice.
Mavi has built its success on products of superior quality and the Company’s “Perfect Fit” strategy, allowing the brand to understand and track the customer needs while offering high quality for great value. The Company’s products are positioned between the upper-end of the ‘core’ and the ‘premium’ section of the jeans market. Mavi’s brand image translates into strong pricing power, which Mavi reinforces through collaborations with leading designers such as Adriano Goldschmied. Mavi was the number one jeans brand in Turkey for top-of-mind awareness (with 53%), according to a brand perception report prepared by GfK in June 2016.
Mavi has a unique brand position with fashion-savvy, young adult customers (mid 20’s) resonating with both women and men. The brand collaborates with top celebrities for its global campaigns including Adriana Lima, Elsa Hosk, Barbara Palvin and Lucky Blue Smith, and has a strong digital presence with 3.3M global followers. Customer data and product strategy are at the brands’ core, with the extensive best-in-class loyalty program (Kartus) of 5.7M cardholders. The Kartus loyalty card makes up the vast amount of retail transactions in Turkey with approximately 3.9M members active for the last 2 years.
In 2008 the Company made a strategic decision to increase its focus on its retail operations and grow with a lifestyle positioning. Mavi has since achieved a solid track record for growth, reaching 261 directly operated mono-brand retail stores and delivering a consistent double digit LFL growth in sales. The Company’s increased emphasis on retail has helped it grow across multiple categories to become a true lifestyle brand. Once seen primarily as a jeans company, in Fiscal Year 2016, Mavi generated 56% of its total revenue in lifestyle categories and 44% in the denim bottoms category. In 2013 Mavi launched e-commerce operations to complement the growth of its brick-and-mortar retail stores. Mavi supports the productivity of its stores with a flexible supply chain, which has a strong focus on local sourcing. The Company believes this creates advantages in terms of quality control, profitability margins and time-to-market.
Internationally, Mavi has built a strong reputation with its unique brand position and quality denim products. In Fiscal Year 2016, Mavi sold 1.65M denim units out of the 7.5M denim items in the United States, Canada, Europe and other markets outside of Turkey (except Russia and Australia). Mavi’s international distribution platform includes 61 mono-brand retail stores outside Turkey, as well as strong wholesale and online partners including Bloomingdale's, Nordstrom, Zappos.com, Amazon, Simons, David Jones, P&C and Zalando.com. Mavi currently sells, directly or indirectly, in 34 countries outside Turkey, with a network consisting of 61 mono-brand stores and approximately 4,644 points of sale. The Company’s international operations are largely focused on the following four regions: the United States (following the acquisition of Mavi USA); Canada (following the acquisition of Mavi Canada); Europe (centered on Germany); and Russia. Mavi is positioned in the upper segment of the jean market and provides premium products to its customers such as its Mavi Gold and Mavi Black collections.
Mavi continues to focus on retail expansion in Turkey and its paths to international and online growth.
Mavi Means Blue
Mavi (which means 'blue' in Turkish) is founded
Mavi became the market leader in Turkey
Mavi US and Europe are founded.
Designer Adriano Goldschmied contributes to the designs of both the Molly & Max fits.
2002 / 2003
Mavi US and Time Magazine
Time Magazine recognized Mavi as the first Turkish brand to become an international brand.
The first flagship stores were opened in New York, Vancouver, Berlin and Frankfurt.
Turkish Private Equity Fund II invests in Mavi.
Mavi Jeans to Mavi
Launch of retail strategy; transition from Mavi Jeans to Mavi and focus on growth in lifestyle categories.
Loyalty Program launched at the end of 2007, reaching 1M members in 2009.
Supermodel Adriana Lima became the face of Mavi
Sportswear Magazine announced Mavi as the best denim bottoms brand in Germany.
New ‘Denim Kitchen’ retail concept launched.
Gold & Chalayan
The Mavi Gold collection was born. This series provided the total premium look with the launch of the Hussein Chalayan Gold Series.
Model Barbara Palvin became the face of Mavi.
Mavi e-commerce site launched.
Elsa Hosk, Jordan Barrettt and Lucky Blue Smith became the faces of Mavi.
Designer Adriano Goldschmied contributed to the launch of the Indigo Move Premium Collection.
Richard Branson participated in the space shuttle launch wearing Mavi jeans.
Mavi's loyalty program, Kartus, reached 5.7 million members.
Acquisition of US & Canada operations.