Market Achievements History Product Recent

Product
grow on the global market, and today from the
Balkan countries in particular to countries including
America, Saudi Arabia, England and Mongolia, it
provides clothing for people around the world. A
well liked and known brand on the international
market, Penti maintains a leading position in the
markets of Kosovo, Macedonia, Azerbanjan and
Saudi Arabia.
Aiming to continue and strengthen its
considerable lead in the Turkish stocking
market and become the first brand to come to
mind in the lingerie and beachwear categories,
Penti maintains its leadership with 17% of the
beachwear and 8% of the lingerie market.
Achievements
One of Tukey’s 500 largest industrial institutions,
Penti was awarded the Turquality® certificate
last year as the first and only stocking and lingerie
brand, an important step on its path toward
foreign promotion and branding.
With its environmental sensitivity and
investments in environmentalism, Penti received
the Special Jury Prize for Energy Productivity in the
13th İSO Environmental and City Planning Awards
in 2013.
With its study titled “Stocking
Use Habits and Segmentation” Penti
received Gold status in the “Master
Owl”, the second most important
award category of the 2014 Owl
Awards, held by the Turkish Research
Institute.
History
Market
The Penti brand deals in leg wear, lingerie and
beachwear design and production, and today is
Turkey’s leading institution in its field. Owning 50%
of Turkey’s market share in women’s stockings,
Penti is one of Europe’s highest producing
companies. In addition Penti, sharing its position
as a manufacturer with famous world brands like
Marks&Spencer, Tesco, Primark, Boots and Asda,
constitutes 8-9% of the British market.
After launching its exports in 2006, it was not
long before Penti was operating in 22 countries.
Exports now account for 25% of Penti’s earnings.
Selling Penti brand products in its chain that it
established in 1999, the company continues to
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The story of the Penti brand begins
in 1950, with two companies
established by two brothers, Mois
and Yasef Kariyo. In this period of
limited industrialization in Turkey,
the combined forces of two
entrepreneurial brothers under a
single roof proved to be an important
turning point. Taking the name
“Öğretmen Çorap” (Teacher Stocking)
in 1970, the brand continued to
develop with its first production facility
set up one year later in Istanbul’s
Bayrampaşa district. The reason for
the name “Teacher Stockings” was
that during that period in Turkey, thin
women’s stockings were generally the
choice of teachers.
By the 1980’s, Sami Kuriyo of the
family’s second generation came to the
head of the company. Concentrating
on the needs of urban women, the
brand reinforced its commitment to
color, design, variety and quality in
production. It strengthened its market
position, and in 1984, its branding
process nearly complete, it changed its
name to “Penti.”
Adding children’s socks, men’s socks,
homewear, lingerie and beachwear
to its product line, it continued its
manufacturing, retail activities and
growth.
In 1994, as this growth found its answer in
production facilities, the brand opened the
state-of-the-art Öğretmen Çorap Factory in
Çorlu. Capable of manufacturing to international
standards, this facility today produces 4.2 million
pairs of socks and stockings per year.
Successfully opening its own chain of stores in
1999, the brand now has more than 250 stores in
53 cities throughout Turkey, as well as 70 stores
in 22 countries, from American to Mongolia, Saudi
Arabia, Azerbaijan and the Balkan countries of
Croatia, Macedonia and Kosovo.
In 2012 it signed a cooperation agreement with
the Carlyle Group, one of the world’s largest
investment funds. With the goal of becoming
a Turkish global brand, Penti is reinforcing its
undisputed leadership in the hosiery market, and
expanding into lingerie and swimsuit retailing as
well.
Between its central offices in Istanbul, its
factories and stores, Penti employs nearly 2.500
people, with women making up 81% of these
employees. 98% of the store employees are
women.
With its lingerie and
beachwear products and
services, Penti does not
stop with meeting
customer
expectations and
making women
feel confident
and special; it
has now made
groundbreaking
improvements
and investments
in the sector.
With its
powerful design
department,
it combines
fashion and
technology
to become
a consistent
leader in and
simultaneously
setting new
trends in world
fashion. A
multifaceted
brand that
appeals
to every
mood, age and
socioeconomic
group, Penti
combines fashion
and functionality,
and continues to be
a leader meeting all
manner of women’s
needs with its
innovative products.
As the brand that
first introduced Turkish
women to hosiery fashion and
innovations, which has played a
key role in the hosiery sector for
60 years, Penti has achieved many
“firsts” in its sector.
Introducing 15 denier “Penti Süper” super fine
pantyhose onto the market in 1984, Penti ushered
in a new age in women’s hosiery. And in 1991,
using Lycra in women’s stockings successfully for
the first time, it caused a revolution in the hosiery
market with its “Fit 15” pantyhose. Creating
the first comprehensive collection of patterned
stockings to the market, it placed its stamp on
a new category of innovative stockings with a
creative, bold designs and fashion colors that
expressed personal style. It pioneered in the
manufacture of the first opaque stockings with
its “Micro 40”, and created the first run-resistant
stockings on the market, “Premier Resist Run.”
It also made its mark on swimwear style with its
“mix&match” revolution.
Penti is a young and dynamic brand that keeps
constant watch over as well as shapes customer
expectations. A clear leader in the hosiery, lingerie
and beachwear categories, it offers them to fastfashion in the most convenient way. Effectively
interpreting the demands of women and
shaping its production and marketing strategies
accordingly, Penti offers quality and dependability
at an affordable price for a different shopping
experience. Introducing a new produce to its
stores every two weeks, it allows its customers to
discover something new with every visit.
Recent Developments
In keeping with its strategy of rapid growth at
home and abroad, Penti has increased the number
of its stores yearly, and has now entered the
European market with its first store in Madrid.
Promotion
In addition to the customer privileges offered by
its “Penti Club, Penti also carries out seasonal
and periodical campaigns and promotions, as
well as special promotions and campaigns on its
e-commerce site. Every season, it offers a “Buy
Two, Take One Free” campaign on its lingerie and
beachwear products.
Brand Values
Launching its business with the motto “There’s
a lot to discover inside you,” Penti uses its
feminine, inspiring, self-confident, lively, sensitive
and innovative brand identity to offer women
creativity, innovativeness, allure, versatility, liveliness
and freedom.
With Penti, women experience the excitement
of discovering their different sides, because with
its frequently changing collections and surprise
shopping experiences, Penti is a brand where
women can always find something new.
Inspired by the creativity of women and offering
them the opportunity to express that creativity
through its constant innovations, Penti increases
the allure of women, reinforcing their admiration
and confidence, and allowing the different women
inside to come out. Thinking first of a woman’s
physical and emotional needs, it lets her discover
what sets her apart from other women.
Using its communications to support women’s
rights and equality as individuals, Penti supports
women in living their freedom, placing women
and women’s issues at the focus of its social
responsibility strategy. In keeping with this
philosophy, it invests in the empowerment of
women in education, violence, health, the family
and the economy.
Penti has carried out a host of social
responsibility projects in order to empower
women in the economic as well as social spheres.
Since 2007, it has worked to say “stop” to
Turkey’s increasing violence against women, and
raise awareness of the problem with the message,
“Put an End to Violence in the Family.” Penti
created and introduced a special collection of
stockings designed by prominent Turkish artists,
and donates the profits from this collection to the
“Intrafamilial Violence Help Line.”
Placing women at its center, Penti has drawn
praise for its social responsibility projects to
increase social consciousness of women’s health
and encourage measures to prevent disease
before it appears. In 2008, it was awarded by the
Ministry of Health for its efforts to inform women
on early diagnosis of cancer through messages
on its packaging. In 2004, it entered an important
collaboration with the Memorial Health Group
with its “We are Fighting Breast Cancer Together”
project, in order to draw attention to and combat
this most widespread cancer among women
worldwide, and raise awareness about early
diagnosis and treatment methods.
Making cinema-quality advertisements each year
that prioritize women’s place in life, Penti runs a
communications campaign that makes women
feel good about themselves and recognize their
own strengths. Various personalities have served
as Penti’s brand face: In 2006, the popular music
group Hepsi; in 2077-2008, Nil Karaibrahimgil; in
2010, popular TV series actresses Pelin Karahan,
Sedef Avcı, Gökçe Bahadır, Hazal Kaya and
Zeynep Beşerler; In 2001, Bergüzer Korel; and in
2009 and 2014, singer Hadise. Penti’s commercial
film shot with Hadise in 2014 received great
attention the moment it was aired, and with the
ad slogan and hashtag “Star Sensin” (You Are the
Star), it became a trending topic on Turkish and
worldwide social media.
www.penti.com
THINGS YOU DIDN’T KNOW ABOUT
Penti
› Penti visited by 38 million women yearly.
›Penti, with 98% brand awareness and 78%
brand loyalty, is Turkey’s best known and
most liked women’s brand in its area.
›Drawing women with more than 250 stores
in Turkey today, Penti gives its customers
the finest service and a different kind of
shopping experience.
›Setting the direction of the sector with its
innovative products, Penti has achieved
many “firsts” and continues to be a pioneer
and a source of inspiration.
SUPERBRANDS