Renowned fashion brand Women’secret returns to Turkish market after 13 years

Spain-based fashion retailer Tendam’s women’s clothing brand, Woman’secret, re-entered the Turkish market after 13 years, as its first store opened in Istanbul’s Emaar Square Mall, the company announced on Wednesday.

Emaar Square Mall, located in Istanbul’s Uskudar district, is Türkiye’s largest shopping center. It features 415 retail outlets, 52 dining options, and a four-story parking garage, spanning 138,000 square meters (1.49 million square feet) across six floors.

According to Tendam, the opening of a new store in Istanbul has expanded Women’secret’s presence in the region, bringing the brand’s total to 692 physical locations across 80 countries. Tendam currently employs nearly 20,000 people and generates annual revenues exceeding $2 billion.

Gulf rivalry in women’s fashion takes the stage in Türkiye

Founded in 1880, Tendam is one of Europe’s five largest clothing retailers. It first entered the Turkish market in 2012 with its Women’secret brand, opening its debut store in Aqua Florya. However, the company exited the market before reaching its target of 50 stores.

More recently, 67.9% of Tendam was acquired by Multiply Group, a subsidiary of the UAE-based International Holding Company—one of the country’s largest investment firms.

This move is seen as Tendam’s attempt to keep pace with competition from another Gulf-owned women’s clothing brand, Victoria’s Secret, operated by Kuwait-based Alshaya Group.