Marella autumn/winter 2016/17
Max&Co autumn/winter 2016/17
Weekends original prints from autumn/winter2016/17
Vetrina store, Istanbul
Furla store, Istinye, Istanbul
Since opening Max Mara’s first Turkish store in Istanbul in 1992, the Dilasima Group has had a serious impact on the nation’s shopping scene. The company brings luxury Italian labels to Turkey and today has 37 stores in five cities. With seven major brands in its portfolio – Max Mara, Sportmax, Weekend, Max & Co, Marina Rinaldi (which are all part of the Max Mara Fashion Group), Furla and Cesare Paciotti – as well as multilabel accessories store Vetrina, the group is an important player in Turkish fashion retail.
Diverse and dynamic
The Dilasima Group’s team is as diverse and dynamic as the brands it represents. Dila Tarkan, daughter of the group’s CEO Ahmet Can Tarkan, is the company’s overall brands director. With experience in Max Mara’s New York headquarters, and in Furla’s marketing department in Milan, Dila Tarkan has broad fashion knowledge. ‘It has been an important experience to see how collections are created and how the communication around each collection takes shape,’ she says. Dila Tarkan also has specific responsibility for Max & Co and Marina Rinaldi: ‘I really love my job and enjoy what I do!’ she explains.
Catering to all
Max & Co is a young brand which caters for women with a great sense of personal style. Enriched with luxurious fabrics, colours and quirky accessories, Max & Co is versatile and wearable – no wonder Dila Tarkan is so fond of it. Marina Rinaldi, named after the grandmother of the Max Mara Fashion Group’s founder, is an important plus-size women's clothing brand because of its comfortably sized and luxurious designs. The brand was brought to Turkey in 1997 and since then has built up a loyal customer base.
A proven pedigree
With Vetrina, the Dilasima Group proves its pedigree in the world of footwear and accessories. Turkey’s first such multibrand store opened in the early 1990s and stocks labels from across Europe such as Cesare Paciotti, Cesare P, 4US, Minna Parikka, Inuikii and Ash. ‘The diversity of the brands makes Vetrina a sought-after shopping stop for fashion lovers from a wide range of lifestyles,’ explains Mina Ekici, brand manager for Vetrina.
Ekici also represents Furla, a family business founded in Bologna, which is famous for its colourful, statement accessories including handbags, scarves, sunglasses and keychains. Its beautiful Capriccio, classy Club and amazingly detailed Metropolis designs will be the must-have handbags for this autumn/winter season, according to Ekici.
Marella is a newcomer to the company. Founded in 1951, it has been sold in Turkey for 18 years, with the Dilasima Group recently taking over distribution of the brand. ‘Marella has four collections each year, which are created for contemporary women who love life, are passionate and have a sensitive yet powerful personality. The products are high quality yet at a modest price,’ explains brand manager Gülfem Soylu.
Another popular brand in the Dilasima Group’s stable is Max Mara’s Weekend label, a ‘relaxed, elegant brand that is wearable throughout the day,’ says brand manager Buğra Karaca. ‘Our symbol is the butterfly, as our philosophy is lightness and freedom. You can see this in our designs as well as in our choice of fabrics. Natural materials such as silk, cashmere, linen, wool and cotton are combined with original Weekend prints and silhouettes.’
The Dilasima Group values its clientele and thus ensures an excellent level of customer service. The office-based and retail teams work together with great enthusiasm to guarantee the highest standards, which remain true to the values of the brands they represent.
And as for the future? The Dilasima Group will keep surprising the Turkish retail world with new names which are synonymous with exclusivity, style and quality. On your next trip, look out for Boggi and Goldenpoint, which are due to open their doors to customers in Turkey in 2017.
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