About our company
The Company traces its origins to the opening of a supermarket by Hikmet Kiler, one of the founders of the Company, in 1984. Between 1984 and 1994, the members of the Kiler family were involved in the ownership and operation of several retail stores in different formats and in 1994 Kiler Alışveriş Hizmetleri Gıda Sanayi ve Ticaret A.Ş. (formerly Kiler Supermarket Gıda Sanayi ve Tic. A.Ş.) was incorporated in Istanbul by the Kiler family.
Company continued its operations and grew in Marmara region and reached to 33 stores by the end of 2004. In 2005 The Company commenced its regional expansion through the acquisition of 47.0 per cent. of Canerler Gıda (subsequently renamed Kiler Ankara), a retail chain consisting of 48 stores in Ankara. Kiler's regional expansion continued into the Trace region, through the acquisition of the shares of Güler Alışveriş Hizmetleri Sanayi ve Ticaret A.Ş. with 14 stores in 2006 and by the end of the year Kiler reached a total number of 105 stores. Combined with organic growth and the acquisitions in Black-Sea and the Mediterranean regions, namely Çatladı and Karıncalar, the Company had 138 stores across four regions of Turkey by the end of 2007. Kiler continued its growth story in 2008 and strengthened its position in the Black-Sea and Central Anatolia regions and moved into the Aegean region through the acquisition of the Yimpaş supermarket chain from Yimpaş Holding A.Ş., adding a further 12 stores. Organic growth continued in 2009 and by the end of the year, the Company's number of stores had reached 162. The number of stores reached to 172 in 26 cities in Turkey through further organic growth by the end of 2010.
Kiler considers customer service to be of fundamental importance. The Company fosters an environment of hospitality for its customers, supported by a number of initiatives such as customer loyalty programmes, free shuttle transportation for its customers, the free monthly Kiler Magazine and targeted promotional activities, such as concerts, lotteries, pricing campaigns and social events. In addition, the Company carries a product range focused on branded products which is sensitive to local preferences, with certain stores carrying product varieties with a particular strength regionally.
Kiler considers that it has good relationships with its suppliers and expects that these relationships will grow and continue to benefit the Company.
Kiler`s store concept is characterised by a simple and clear store layout which is standardised throughout the regions in which the Company operates. Management believes that this responds to customer demand for a familiar and comfortable shopping environment and fosters an environment of hospitality for its customers. Four store concepts are used as an internal classification: K1 stores, which have a sales area of up to 600 square metres; K2 stores, which have a sales area of between 600 and 1,300 square metres; K3 stores, which have a sales area of between 1,300 and 2,500 square metres; and K4 stores, which have a sales area of over 2,500 square metres. In line with its preferred focus on the supermarket segment, the Company's stores have an average sales area of approximately 900 square metres. The number of products offered varies depending on the size of the store. For example, K1 stores offer approximately 9,000 SKUs and K4 stores offer around 16,000 SKUs. In addition, the type of store can influence the types of products offered. For example, K1 stores will generally cover the more basic, everyday products whereas K4 stores offer a wider range of non-food products.