EMRE OPTİK
An Optical Experience Center…
“Thanks to Silmo Istanbul, we have the opportunity to closely follow global optical trends and experience innovations in the sector firsthand.”
Hello Mr. Elmas. Could you please introduce yourself to our readers and share the founding story of Emre Optik?
Hello, I am Ilyas Elmas. The foundations of Emre Optik date back to a family initiative established in Izmir in 1978. At a time when the optical sector had not yet reached today’s level of technical and aesthetic maturity, the need for reliable guidance in selecting the right eyewear was already quite evident. We have never positioned this profession merely as a commercial activity. Instead, we have always approached optics as a field of expertise that directly contributes to quality of life. Over the years, this perspective has evolved into a strong corporate culture shaped by continuity, trust and accumulated knowledge. Today, Emre Optik represents a well established brand identity in the Aegean Region, operating across multiple locations while successfully integrating traditional expertise with a contemporary understanding of optics.
Emre Optik has built a strong retail network across the Aegean Region today. What has been your core strategy throughout your growth journey?
Our approach to growth has never been driven by rapid expansion. Our primary focus has always been to build sustainable trust. In every region where we operate, our main strategy has been to accurately understand customer expectations and deliver high quality solutions that meet those needs. The combination of the right product, the right consultancy and a consistent commitment to quality has played a decisive role in our development. At the same time, we have expanded our portfolio by incorporating global brands, increasing both aesthetic and technical diversity. This has allowed us to establish a balanced and versatile product structure that appeals to different customer segments. We have also chosen to adapt to the dynamics of time and changing conditions. In this context, our recent investments in digitalization have significantly expanded our reach, creating a strong structure that complements the physical store experience. This integration through digital channels has enabled us to establish a more seamless and multidimensional communication with our customers.
Operating in diverse locations such as Didim, Karsiyaka, Foca and Bodrum, how does this variety influence your customer expectations and sales approach?
Each location has its own unique customer profile and aesthetic perception. For this reason, we position each of our stores by taking into account the dynamics of its surrounding environment, adopting a locally responsive structure rather than a standardized approach. In touristic regions, the influence of international visitors brings more diverse and trend driven preferences to the forefront, while among local customers, expectations tend to focus more on functionality, comfort and long term use. For instance, in destinations such as Bodrum, there is a strong demand for style and fashion oriented sunglasses, whereas in more residential areas, everyday comfort becomes a priority. By taking these differences into account, we continuously refine both our product range and in store experience on a micro level, developing a service approach that is tailored to each specific location.
You position Emre Optik as an ‘optical experience center.’ How do you reflect this approach in your in store service processes?
Eyewear is not merely a visual accessory. It is an object that directly influences an individual’s style, comfort and overall quality of daily life. This perspective forms the foundation of all our in store service processes and is reflected at every point of customer interaction. For this reason, we approach our stores not simply as spaces where products are presented, but as multidimensional experience centers. We offer our customers a holistic service that includes frame selection based on facial anatomy, lens recommendations tailored to usage needs and personalized style consultancy. Our goal is to support each customer in making a well informed choice that best suits their needs, while ensuring a highly satisfying and seamless experience throughout the process.
When building your product portfolio, how do you maintain the balance between brand, style, quality and price?
A product’s technical performance is just as important as its aesthetic appeal. For this reason, when curating our portfolio, we pay close attention to establishing a balanced structure between design, durability and comfort. At the same time, by offering alternatives across different price ranges, we make it possible for every customer to access a product that aligns with their expectations. By bringing together different segments in a well balanced way, we create a structure that responds to both accessible and premium demands. This approach enables us to maintain a strong balance between accessibility and quality, which is central to our brand identity.
Which optical and sunglasses brands perform best in your stores?
The sunglasses category stands out as a high demand segment, particularly under the influence of seasonal dynamics. The increased activity during the summer months makes our product variety and stock management in this category more dynamic. At the same time, optical frames and advanced lens solutions also hold a significant place within our portfolio. International brands such as Ray-Ban, Persol, Prada and Miu Miu are frequently preferred by our customers. In addition, by offering a well balanced product range across different price segments, we continue to appeal to a broad customer base. Our product diversity stands out as a key factor that both strengthens brand loyalty and supports new customer acquisition.
How do you support this wide product diversity across different segments through your stock management?
The optical sector is highly dynamic, with trends evolving rapidly. This requires a flexible structure in stock planning that allows for quick and effective decision making. For this reason, a data driven approach to stock management plays a critical role. We regularly analyze sales data and closely monitor regional differences in demand. At the same time, we take into account seasonal fluctuations and product level performance, actively reshaping our stock distribution accordingly. Based on these insights, we periodically revise our collections to maintain alignment with current trends while optimizing stock efficiency in a more controlled and effective manner. Our goal is to establish a balanced stock structure that ensures product availability while minimizing unnecessary inventory load.
You expanded your physical retail experience into digital platforms in 2014. Could you share how online sales have contributed to Emre Optik?
Digitalization marked a significant turning point in the development of our brand. This step went beyond simply creating a new sales channel and substantially strengthened both our reach and our communication capabilities. Through our online sales platform, we have been able to move beyond geographical limitations and connect with a broader customer base across Türkiye. Being able to offer the same level of service quality to customers in different cities has reinforced our brand perception on a more consistent and reliable foundation. At the same time, digital platforms allow customers to explore products in greater detail and gain deeper insight into the brand, creating a structure that complements the in store experience. Through this integration, we have succeeded in delivering a seamless journey between physical stores and digital channels, making customer satisfaction more sustainable.
How would you define your service approach during and after the sales process?
The optical sector is inherently built on trust. For this reason, we do not view the sales process as a single transaction, but rather as the beginning of a long term relationship. Customers expect accurate guidance when choosing a product they will use for an extended period. At this point, we place great importance on making the process more informed and secure through careful needs analysis, clear communication and personalized recommendations. Transparency, accurate product guidance and strong after sales support form the foundation of our business model. Following the purchase, we continue to support our customers through services such as maintenance, adjustments and technical assistance. The fact that our customers return to us years later is the strongest indication of the relationship we have built.
What are your thoughts on the development of the Silmo Istanbul Optical Fair and its contributions to the industry?
Silmo Istanbul Optical Fair stands out as one of the most important meeting points in the optical sector. It is a powerful platform where new collections are showcased, trends are shaped and industry professionals come together. Thanks to Silmo Istanbul, we have the opportunity to closely follow global optical trends and experience innovations in the sector firsthand. We also find it highly valuable that the fair increasingly focuses on professional education through initiatives such as the Silmo Istanbul Academy, and that it supports and encourages industry professionals through awards like the Silmo Award Istanbul.
Thank you for your time. Finally, we would love to hear your thoughts on 4 your eyes.
We believe that publications that enhance the flow of information within the optical sector hold significant value. Platforms such as 4 your eyes serve as an important reference point for both industry professionals and readers with an interest in optics. We believe that such initiatives will continue to contribute to the development of the sector, and we would also like to extend our thanks for this interview.
May 2026