Our objectives require qualified personnel, and in line with our goals our workforce stores. This year, our tannerys participation in international fairs drew intense interest, coming year, our main objective is to find the opportunities to place DESA brand products in the best international department highlighting DESAs forty years of success. In the to add to the long list of 2011s achievements. The teams spirits are high and we believe we can and will accomplish our goals. These measures prepared the infrastructure to carry the momentum in turnover, and prepared the company to industry for the past two years, going beyond traditional markets and entering new markets in the Far East is a new achievement assess the best opportunities for 2012. In 2011, the company took great steps towards ever more efficient management, made investments in production, retailing, According to the Leather and Leather Products Exporters Association, the body with experience championing the Turkish export and branding. We are aware of the ever-increasing importance of digital media channels, and in 2011 we expanded and improved that in the coming year we will see the positive reflections of turnover from our activities in domestic as well as Western markets. Although this is one of the risks that must be properly managed in 2012, we believe our stores. DESA exports 90% of its export products to Western Europe, a region now One key issue that is very important for DESA is the proportional growth of sales on our website with sales in experiencing economically difficult times. economy, and their possible effects on the year 2012. We must also always keep in mind the range of structural fragilities in the Turkish in 2011 are reflected in our 2011 performance, which is sure to please all our stakeholders. During this period, social unrest in our important neighboring nation of Syria, and the potentially negative developments that are likely to occur in we made no concessions in our goal to become a global brand, and the positive results of measures and investments undertaken our regional neighbors such as Iran and Iraq. We will continue to follow the turnover, and, with a 21% increase in the number of stores, our total retain area reached 15,694 square meters. Over 2011, the risks of geography became more sharply de- 03 Over the past year, 2011, the DESA family, including DESA and Samsonite brands, experienced 29% growth in retail based on fined this is a risk whose uncertainties must be managed to make 2012 the year of opportunities.
Dear Stakeholders,02 To these positive developments of 2011 must be added the risks.
Ceo Our entering the competition book as one of the best Retail Spaces/Small Stores gave us great pride as a Turkish brand. More success in international design was noted when our Covent Garden, London store was selected as one of the Melih CELET worlds best stores in the VMSD international store decor competition, a competition amongst brands from all around the world. For us, this photo shoot was an important event whose excellent results captured the concept of DESA quality visually. In Los Angeles, in December 2011, internationally- renowned fashion photographer Koray Birand shot DESAs Spring/Summer 2012 collection. The year 2011 was witness to DESAs many successful steps in entering the world of international fashion. His design team have revealed the DESA difference and given the brand increased strength through design. DESAs design director is Graeme Black, an important member of the DESA family, and a designer who has worked with such global giants as John Galliano, Giorgio Armani, and Salvatore Ferragamo. Chairmans Message Our responsibility to strengthen human resources and invest in staff is particularly important for our design unit. contents Message from The President 02 Company Profile 04 Company History 06 Board of Directors 08 Our Mission 09 Benefits of 2011 10 Showrooms and Offices 14 Boutiques 16 Financial Performance 18 Share Performance 20 Board of Directors Activity Report 23 Financial Statements and Independent Audit Report 33
0 kommentar(er)
