10 Million Dollar Investment and Goal of Reaching 100 Stores from Mısırlı
Türkiye’s century-old established brand Mısırlı Underwear and Socks is taking major steps on its path to transforming its manufacturing identity into a retail brand. The brand announced that it aims to reach 100 stores in Türkiye in a short time, to increase its strong ongoing production in Türkiye, and to stand out in global competition with a new production line to be established in Egypt with a 10 million dollar investment.
Introducing Türkiye to mercerized socks in 1927 and being a symbol of quality ever since, Mısırlı Underwear and Socks has announced its comprehensive vision and growth targets that carry its deep-rooted legacy into the future. Preparing to transfer its strength and experience in production to the retail sector, the brand is taking significant steps toward becoming a global lifestyle brand by expanding its international production network while opening stores across Türkiye.
A Strong Entry into Retail with 100 Stores in a Short Time
Possessing a massive production power, Mısırlı aims to reach 100 stores across Türkiye in a short time as the most important step of its strategy to move from manufacturer to retailer. In this direction, the brand’s first store will soon open in Nişantaşı, Istanbul. With this breakthrough, Mısırlı will bring its brand philosophy and quality — defined as “quiet luxury” — directly to consumers.
A 10 Million Dollar Factory Will Be the New Base of Global Competition
Producing 65 million pairs of socks annually in its three factories located in Istanbul İkitelli, Yozgat, and Kütahya, and exporting 80% of its production to global giants, Mısırlı has turned its focus to Egypt to strengthen its power in global competition.
In addition to its strong production line in Türkiye, the brand continues to expand its investments in Egypt. With the production line to be established in Egypt with a 10 million dollar investment, Mısırlı will both gain a cost advantage to compete with China and increase its annual production capacity by 30 million pairs. In the first stage, the investment will provide employment for 500–600 people and will form an important part of the brand’s strategy to compete in different market segments.
A Strong Vision Supported by Financial Targets
Mısırlı supports its large-scale physical investments with ambitious financial targets. The brand aims for 10% growth in foreign currency terms in 2025 and 20% in 2026.
Behind Mısırlı’s ambitious growth targets lie strong foundations such as its 18-year pioneering understanding of sustainability, its female employee ratio reaching 80%, and its global experience gained from producing for world-leading brands such as Hugo Boss and Tommy Hilfiger.
Mısırlı Board Member Murat Eren Taşçı made the following statement regarding the brand’s new era: “As we approach our 100th anniversary, we are opening a brand-new page for Mısırlı. The strength we have built for years by producing for the world’s leading clothing brands, we are now bringing to the streets under our own name and in our own stores. Our retail move and our investment in Egypt form two inseparable parts of the same great vision. We will directly connect the quality heritage and our passion for innovation, which we derive from our roots, with our customers both in Türkiye and around the world. As a brand preparing to celebrate its 100th anniversary, we will continue to invest in the future.”
