KUZGUNCUK OPTİK
Boutique Chiciness
“We are so happy that Silmo İstanbul is evolving, developing and growing more and more over the years.”
Hello Mr Süleyman, could you tell us about yourself and how you met the optical sector?
Hello, I started my business life with the textile sector, which is a family business. After graduating from Yeditepe University International Trade and Business Administration department, I continued our wholesale textile business by establishing a retail network. Later, I entered the optical sector through a friend of mine. I started our first store by taking over an existing optician in Maltepe district of Istanbul. I was very excited, it was difficult to enter a new sector, but since I was a tradesman before, my adaptation process was very short. I went to Kuzguncuk neighbourhood with my wife for breakfast on a Sunday. The first time I saw Kuzguncuk, I was very excited. The name of the neighbourhood also impressed me a lot. The desire to open a store in Kuzguncuk appeared in my head at that moment. I already had 2 stores, but since the name of this neighbourhood impressed me, I determined the name of the store I would open here as Kuzguncuk Optik. As Kuzguncuk Optik, we have opened our first store in Kuzguncuk, our second store in Bağdat Street and our third store in Çengelköy.
What are the most sold optical and sunglasses brands in your store?
We generally enjoy selling more boutique products. When our customers enter our stores, they see colourful, differently designed glasses and they say that we have a different style from most places. This makes us very happy. The brands we sell the most are Oxibis, Dutz, Alexander Wintsch, Vanni, Tom ford, Vycoz as optics. As sunglasses, Isabel Marant, Papary, Franco Vital, Killian, Etnia Barcelona, Serengeti, Prada.
Do you include products from every segment in your store?
Every customer is important for us. For this reason, we have products that appeal to every segment in our stores. I think it is critical for customer satisfaction that customers find what they are looking for and see products from different segments. This satisfaction has brought us many referenced customers, which of course positively affects sales.
Designer brands are very popular in recent years. Do you also receive requests from your customers in this direction?
Well-known designer brands are highly demanded by every segment, but we have a fixed customer base that demands more boutique, more original brands and models in our stores instead of designer brands. Since our vision is to bring original and different designs together with the customer, we are very pleased with this trend.
What are your after sales services?
I think this is the most important issue in the sector. We always put the customer at the centre, we look at the problem they experience through their eyes. We guarantee our customers to solve the problems that occur in the product or lens after sales in the fastest way possible and we do this. For example, we can go to the homes of customers who cannot come to our stores to solve their problems. Being solution-oriented is one of our basic principles and we shape our after-sales services accordingly.
All three of your stores are located on the high street. Would you consider opening a store in a shopping centre and why?
Until now, I have opened my stores in locations where human traffic is intense. Because I think that human circulation has a positive effect on sales. As a matter of fact, I would like to be a member of shopping mall retailing as well as on-street retailing. For this reason, we want to open our fourth store in a shopping centre.
As one of the retailers, what are your views on the price competition between you and your colleagues?
Price competition is very prominent in our sector. Regardless of the city and neighbourhood, you can find a pair of glasses you are looking for with different prices in optical stores. The rapid passage of the Dollar and Euro exchange rate affects this price competition very much.
All three of your stores are located on the high street. Would you consider opening a store in a shopping centre and why?
Until now, I have opened my stores in locations where human traffic is intense. Because I think that human circulation has a positive effect on sales. As a matter of fact, I would like to be a member of shopping mall retailing as well as on-street retailing. For this reason, we want to open our fourth store in a shopping centre.
As one of the retailers, what are your views on the price competition between you and your colleagues?
Price competition is very prominent in our sector. Regardless of the city and neighbourhood, you can find a pair of glasses you are looking for with different prices in optical stores. The rapid passage of the Dollar and Euro exchange rate affects this price competition very much.
Is the sales and training information provided within the sector sufficient? Do you organise training programmes for your store employees?
Yes, I think it is pretty enough. Especially at this year’s Silmo Istanbul Optical Fair, the training organised by the companies was very efficient. We attend the trainings given by the suppliers together with all our colleagues. We review our sales policies in monthly meetings with our colleagues.
What do you think about the rate and awareness of eyewear use in our country? What can be done to increase the use of eyewear and who has a duty?
I think that the use and awareness of eyewear has increased compared to previous years. We can also observe this situation from our customers. I think the biggest task in increasing the use of glasses in a conscious way falls first to our ophthalmologists and then to the employees working in stores. Conscious employees can direct people more accurately. Public service announcements are made in every field. The eye is also a very critical health issue, perhaps public service announcements can be prepared to raise public awareness in this field.
Do you follow international optical fairs and sectoral developments abroad?
Yes, I definitely follow it. I attended the Mido 2024 fair in Milan in February. I think international optical fairs are very important and I want to bring the most trendy models and different, new brands to our customers through these fairs.
How would you evaluate the Silmo Istanbul Optical Fair, which has been held for the 10th time with its new and larger service area?
Silmo Istanbul Optical Fair was much more magnificent this year compared to the previous years with its expanding service area, and thus many more companies exhibited their products. I believe that the guests coming from abroad were more than last years. We are so happy that Silmo İstanbul is evolving, developing and growing more and more over the years.
Thank you very much for this valuable interview. Finally, could we learn your comments about the transition of our magazine 4 your eyes to digital publishing?
First of all, I would like to thank the 4 your eyes team for this interview opportunity. The importance of digital publications is increasing day by day. I think the 4 your eyes team has reached a larger audience with the transition to digital publishing. Your publications enable people to discover new brands and learn more about this sector.
April 2024