Turkish etailer Trendyol celebrates success in Germany

Trendyol, the online Turkish fashion giant which was linked with a potential bid for ASOS, is celebrating a successful expansion into Germany one year after launching in the territory.

The etailer, which provides a platform for its own labels as well as numerous Turkish and global fashion brands, launched a dedicated site in Germany 12 months ago and says it has already amassed a customer database exceeding one million people, while its app is now one of the most downloaded fashion apps in the country.

Customers are said to have been particularly interested in denim, two-piece sets and dresses as well as Trendyol's Curve collection. In the coming weeks it intends to trial new categories, such as beauty, homewares and jewellery from a range of new sellers.

The platform is home to 300,000 products and its own-label collections – Trendyol, Trendyol Man, Trendyol Modest and Trendyol Curve – are all made in Turkey by close to 500 dedicated suppliers, many of whom have been in place since the company’s inception in 2010.

It is also known for promoting Turkish brands including LC Waikiki, Defacto, Penti, FLO, Koton, Mavi, Happiness Istanbul, Olalook, Marjin Shoes, Grimelange and Hakke, as well as global brands such as Valentino, Puma, S.Oliver, Tom Tailor, Skechers and Fila.

To support its expansion it has established a new e-exports centre near Istanbul Airport, to improve its delivery and returns experience, and has introduced an array of new payment options. It has also launched its first ever brand campaign, “This Trend is Yours”, which continues to play out on digital channels across Germany, and collaborates with 1,000 German influencers.

Speaking of the expansion, Trendyol head of growth Erdem Inan, said: "We are thrilled to celebrate our first anniversary in Germany. It’s been a brilliant year, packed full of memorable achievements and a particular pride in being able to promote the work of Turkish producers to a whole new market, alongside an eclectic mix of local and global brands. In the coming year, we are committed to developing our product and marketplace offering even further, delivering a seamless shopping experience, and staying at the forefront of fashion trends while keeping an eye on our customers’ budgets."

Trendyol came to the attention of the UK market in June when it was linked to a potential £1 billion bid for ASOS. The Turkish company, which has the backing of China's Alibaba among others, was said to have had made a bid approach to ASOS in December, but by June it was reported that no live talks were underway between the two parties.

Its expansion into Germany and the opening of its Berlin office (its first outside of Turkey) followed investment from Alibaba, Softbank and the Qatar Investment Authority in 2021. At the time of the opening of the Berlin office, the company said it was a platform to further grow its presence across Europe.