PRM GROUP
Bringing Freesbee Quality to Türkiye
“The training sessions and networking opportunities at Silmo Istanbul
elevate the overall service quality within the industry.”
Hello Mr. Tankut Masareci. Could you introduce yourself to our readers and tell us about your background and experience in the industry?
I have nearly 30 years of experience in retail and distribution. In the early years of my career, I worked in sales, marketing, and channel management roles in the denim and fashion sectors. These experiences taught me that a product’s value lies not only in its design but also in the trio of the right channel, the right price, and the right service. Since 2010, as an executive at PRM Mağazacılık A.Ş. / PRM Group, I have focused on the eyewear category. The optical sector demands discipline, trust, and service excellence. Today, by combining our retail, e-commerce, and distribution know-how, we provide our brands with a sustainable foundation for long-term growth. Field training, data-driven decision-making, and sustainable stock management are areas I personally prioritize.
PRM Group has been active in the optical industry for 15 years. Could you briefly share the story behind the company’s founding and its current position?
PRM Group was founded in 2010 with the vision of becoming “a high-service-quality distributor connecting international brands with local market dynamics.” From day one, we focused not on one-time sales but on consistency in the field and store productivity. Today, our distribution network in the optical channel covers independent opticians, retail chains, and regional wholesalers. On the B2B side, we optimize the order–stock–logistics cycle through data analytics, while on the B2C side, we deepen our brands’ storytelling through digital channels. In short, PRM positions itself not as “the company that brings products to the shelves,” but as “the partner that keeps those shelves alive and turns them into sales.”
Freesbee is a young and dynamic brand inspired by the California lifestyle. Could you tell us about its Dna and main characteristics?
Freesbee is a sunglasses brand that blends California’s laid-back yet confident style codes with the expectations of the optical channel. Its design Dna is shaped around sunlight, coastal/sunset hues, and the practicality of urban wear. The product architecture rests on three pillars. The first is the Chameleon Collection, which stands out with its strong visual appeal and color-changing technology. The second is California Classics, a timeless line that appeals to a wide audience through neutral or semi-transparent frames. The third, Seasonal Edits, is a limited-edition line that captures fresh, trend-driven styles each season. As PRM, we present these collections with a focus on balancing everyday usability and fashionable appeal—always with an accessible price positioning.
The Chameleon series perfectly reflects Freesbee’s innovative and tech-driven spirit. Could you elaborate on what makes this collection unique?
The Chameleon collection was born from the idea of designs that live with the sun. The frames in this series react to UV exposure and sunlight by changing tone, moving in harmony with the user as they transition from indoors to outdoors. This feature allows optical retailers to instantly demonstrate the effect with a small UV light, creating a powerful visual moment both in-store and on display. These dynamic visuals also provide engaging content for social media. Ultimately, Chameleon is more than just an aesthetic innovation—it’s a compelling sales tool that actively attracts customers and boosts engagement in stores.
How do Chameleon’s color-changing models perform in-store in terms of customer interaction? How do opticians present this experience?
Our retail setup follows a three-step structure. The first is attracting attention with a “Change with the Sun” message and a demo station in the display window. The second is demonstration: the optician uses UV light to show the before/after transformation, allowing customers to experience it firsthand. The third step is context: the optician explains usage scenarios—daily life, city walks, beach moments, events—while highlighting the price–quality balance. We provide our teams with demo dialogues, objection-handling tips, and POS visuals. This turns the product from a technical story into a felt experience.
What were your key considerations when determining Freesbee’s collections?
We structured Freesbee’s collection architecture to serve both sales rotation and brand storytelling. With the California Classics line, we focused on core shapes that ensure fast sell-through and easy restocking, targeting a wide audience with matte/glossy finishes and a neutral palette. With Seasonal Edits, limited production brings a sense of freshness and trend alignment to displays. And Chameleon, with its strong narrative and visual effect, adds emotional and experiential depth. Together, these three lines help stores achieve both secure sales and a “display that instantly draws attention.”
Freesbee’s pricing strategy is built around “affordable quality.” How does this create an advantage for optical stores and end consumers?
For end consumers, it means accessible pricing that enables quick purchase decisions without compromising on trend, quality, or comfort. For optical stores, the key advantages are high sell-through rates, a wide target audience, and a low stock risk. Combined with Chameleon’s experiential power, these strengths also create a “second-pair” or “gift purchase” effect. Overall, this strategy increases in-season stock turnover per store while enhancing customer satisfaction.
Could you tell us about your sales network in Turkey? In which regions is Freesbee currently available?
Freesbee operates through a broad national network covering independent opticians, buying groups, and select chains across the Marmara, Aegean, Mediterranean, Central Anatolia, Black Sea, and Southeastern regions. With the support of our regional wholesale partners, we shorten service and replenishment times, while standardizing in-store visual applications and training support.
PRM Group stands out for its expert field teams and optician training programs. Could you elaborate on your training approach?
We categorize our training under three main topics. The first, Product & Technical, covers UV/color-change technology, materials, comfort, maintenance, and after-sales service. The Merchandising module focuses on window messaging, demo station placement, shelf management, and visual consistency. Lastly, Sales Dialogues include demo scenarios, objection handling, bundle offers, and cross-selling. We reinforce these with field coaching and micro-learning modules, tracking KPIs such as demo count per store, POP application rate, and Chameleon sales share.
Digital channels and social media are crucial for reaching younger audiences. What communication strategy do you follow for Freesbee in this space?
Our main focus is video and experience. We tell the “before/after” story of color change through Reels and TikTok-style formats. We encourage user-generated content (UGC) challenges, use location-based ad sets, and collaborate with micro-influencers to grow reach. On e-commerce, we shorten decision time by integrating short demo clips, clean product copy, and visual variations showing how each model looks in different environments.
What are your goals in terms of global expansion or new collaborations?
In the short to mid term, we aim to expand Freesbee’s presence in select European markets and to scale the Chameleon demo unit—our compact in-store display standard. On the product side, we’re enriching California Classics with new surface treatments and sustainable material options, while evolving Seasonal Edits into collectible capsule concepts. Our measurable goals include gradually increasing annual unit sales and strengthening the omnichannel customer experience through new partnerships.
What are your thoughts on the Silmo Istanbul Optical Fair and its contribution to the optical industry?
Silmo Istanbul brings together suppliers, brands, and opticians under one roof, serving as a strategic showcase not only for Turkey but also for surrounding regions. It offers first-hand access to new collections, opportunities to experience technical innovations, and valuable real-time feedback from the field. For us, Silmo Istanbul is a platform where experiential series like Chameleon can be demonstrated on-site and where new collaborations gain momentum. Moreover, its training sessions and networking opportunities significantly enhance service quality across the sector.
Thank you for this valuable interview. Lastly, would you like to share your opinions about 4 your eyes?
Thank you. I believe 4 your eyes offers the industry content that is current, practical, and well-balanced. The case studies and product trend pages, in particular, serve as valuable guides for opticians. I also appreciate how the magazine’s digital presence allows new collections to be showcased in an experiential way. For story-based lines like Chameleon, such platforms truly make a difference.
October 2025