With over 500 stores in 50 countries

DeFacto’s Extraordinary Growth Story and Vision for the Future

DeFacto CEO İhsan Ateş shared the remarkable journey of the brand, which operates over 500 stores in 50 countries, reaching millions of customers. Focusing on the changes brought by the pandemic, Ateş emphasized DeFacto’s strong connection with technology and investments that shape both fashion and technology trends. He outlined the company’s ambitious goals for global and phygital growth, stating: “We aim to grow both globally and phygitally.”

From Literature to Business: A Unique Journey

A graduate of Istanbul University’s Faculty of Literature, Ateş continued his education at the Business Economics Institute of the same university. After working for 10 years in various roles during LC Waikiki’s growth phase, he pursued a Business Management program in the UK and then provided business development consultancy to 34 companies for 3.5 years. Among these was DeFacto, where he later joined as a founding partner and now serves as CEO.

Ateş shared his life philosophy: “Whatever I do, I aim to do it in the best way possible. I always advise young people to be ambitious, fearless, and make the most of their time, regardless of their chosen profession.”

A Global Presence in Fashion

DeFacto operates physical and online stores in 50 countries, including Turkey, Bulgaria, Oman, Azerbaijan, Tunisia, Egypt, Kazakhstan, and Malaysia, employing over 14,000 people. Ateş highlighted the company’s focus on phygitalization and globalization as part of its medium- and long-term growth strategy.

Pandemic Challenges and Resilience

The ready-to-wear and textile industry, critical to Turkey’s economy, faced significant challenges during the pandemic, including disruptions in global and domestic supply chains. Ateş detailed DeFacto’s “Can Suyu” (Lifeline) project, which provided financial support of approximately 900 million TRY to suppliers to stabilize the sector.

Phygital Retail and Technology Investments

DeFacto has embraced phygital retail, combining physical and digital store experiences. Its Smart Store concept integrates online and offline shopping, offering customers personalized services and digital interactions. Ateş shared their goal to generate 50% of revenue from digital channels by 2023 and expand this innovative retail model globally.

Sustainability at the Core

Under initiatives like the “Hayat Güzeldir” collection, DeFacto supports environmental sustainability through products made from recycled fabrics and water-saving materials. Ateş noted, “Each year, 5% of our revenue comes from this special collection, demonstrating our commitment to nature and the environment.”

Leadership Philosophy

Ateş described his leadership approach: “I manage processes by considering different perspectives and ideas. I believe in team play, inclusivity, and fairness. My leadership involves observing from three levels: diving deep into details from 5 meters, following the business at 50 meters, and viewing it from a 500-meter bird’s-eye perspective.”

Collaboration with KPMG

Since 2012, DeFacto has partnered with KPMG Turkey, benefiting from their expertise in tax consultancy, independent auditing, and risk management. Ateş praised the collaboration, stating, “KPMG Turkey’s high-quality and professional services enable us to manage risks and support our global expansion effectively.”

With a clear focus on phygital growth, sustainability, and innovation, DeFacto continues its journey as a leading global fashion brand.