Burch Korkmazlar, LC Waikiki: We will enter Ukraine a products range for the home

CEE Director LC Waikiki said about the outlet-format development, the difference in sales in Ukraine and Belarus and the new LC Waikiki Home line.

In mid-May, the Turkish brand LC Waikiki opened the store in the capital’s SEC Lavina Mall. CEE Director LC Waikiki Burch Korkmazlar told to rau.ua about this location prospects, what the brand will present in Ukraine before the year end, when will start online-store Waikiki in Ukraine and why foreign retailers find it difficult to develop in the regions.

— Did you afraid to open in Lavina Mall?

— It was clear initially that Lavina Mall is not the shopping center, which will immediately be filled and will start generating the people large traffic. But we are sure that it will become the main shopping center for Kiev in the near future. I specifically chose the location to be at the road intersection from Aushan to Silpo: there will still be a people flow. Also an excellent entertainment zone there is in this mall, so I am convinced that people will continue to visit the Lavina Mall always. So why not open up?

— What prevents the others from doing the same?

— In our business, companies are constantly waiting for each other — who will go first, who will not go. But if everyone will only wait, remaining uncertain, then, accordingly, no one will come. Since LC Waikiki is a self-confident company, believes in the Ukrainian market and its development, then we make the first step safely and go in, knowing that all the others will follow us.

— Recently in the New Way  LC Waikiki outlet opened. What are the first results?

— We are very satisfied with our brand first outlet-shop development. Despite the fact that the shopping center is located in the sleeping quarters, the result, which it showed, is excellent. Especially when we consider that we sell not only the outlet in the New Way, but also the new season goods.

— Will you develop this format?

— As we see a successful development, we will not dwell on one. Unfortunately, the purchasing power of Ukrainians is not very high, but we believe that the opening outlets will also enable many Ukrainians to dress beautifully in other country regions. In order to people could come to us for purchases regardless of solvency. We are already negotiating for the opening with yet another Kiev shopping center.

— And where will the next store open?

— In Poltava.

— Are you planning to launch an online-store in Ukraine?

— Yes, we have plans for e-commerce. At this stage, we are focusing on Romania, which will be the central base for the whole of Europe. Then we will definitely come to Ukraine.

— How soon can we you expect?

— I can not promise anything, but even if it is not this year, then in 2018 the online-store LC Waikiki will definitely work in Ukraine. At the moment, e-commerce is operating in Turkey and we know that Ukrainian customers make online-orders there and the goods come here. Therefore, the online-store LC Waikiki will certainly appear in Ukraine.

— Can you compare sales in Ukraine and, for example, in Belarus or Turkey? What is the difference?

— It’s impossible to compare with Turkey — there we are 25 years old and we are all known. Speaking of Belarus, the difference was tangible two years ago. Then Belarus has significantly advanced. If we talk about the current realities, then Ukraine lags to 20-25%. But with the trend that is present in sales, in the near future Ukraine will not even catch up with it, but it will bypass Belarus.

— What problems does the foreign brand face in Ukraine?

— We do not see any global problems for retail development. The only problem is the products certification long process (the obtaining permits for new goods types).  Also the retail staff slows the development. We are constantly confronted in the regions with the fact that it is not easy to find young people who know English. The younger generation should invest more in themselves and engage in self-development.

— Is it so important?

— When we talk about the new markets opening, English is a critical issue for us. In Ukraine, we are already opening the fifth store for the year and we give an excellent opportunity at own base for the youth development, because we are investing in our staff. It is important for us that personal can then grow.

— What can we expect from LC Waikiki in Ukraine in the future?

— At the year end, we enter the LC Waikiki Home line — the products for the home. It was launched only a year ago. And although we are ready to present it as soon as possible, as I said, we are restrained by long certification.

— What will be presented in it?

— In Ukraine, we plan to enter goods for the bathroom and bedrooms: textiles, sheets, towels and more. There are perfumes among our products, but because of the design complexity, at the moment we do not consider LC Waikiki goods this type in the Ukrainian line.

— What are your forecasts for the Ukrainian market?

— In any case, foreign companies will enter Ukraine and develop here. But the first question it will ask — is “Do you speak English?” The young generation and the market must understand this and be ready for it.

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