Toprak Home General Manager Recep Efetürk emphasized that Toprak Home is a well-established, system-based structure that remains faithful to its future plans, stating, “One of the most important advantages we offer our potential investors is our combination of a proven product mentality with a unique concept.”

Efetürk, who stated that they are inspired by touching and being present in living spaces, said, “We entered the retail sector with production, design, modeling, and R&D work that bears the traces of long-term and meticulous work in every detail, and we created a system that will be integrated into this concept, which was created through a continuous work process.”

Recep Efetürk, General Manager of Toprak Home, answered our questions regarding the brand's franchise structure.

Can you tell us about the story of Toprak Home’

Our company, which has grown with the Toprak e-commerce brand and achieved a successful launch in the portable & modular products and home decoration categories in the e-commerce sector, has expanded its portfolio by establishing various marketing networks and has secured its place among the successful companies in its sector on social networks and e-commerce portals. We established the ‘Toprak Home’ brand with the idea of building a store that combines production capability and the art of modeling to offer portable, functional, and decoratable products that impact living spaces, simultaneously presenting classic, Scandinavian, and modern styles, supported by versatile and diverse decorative products. Our first branch opened in 2023 in a shopping mall in Konak, Izmir. With its architectural structure, product groups, and market positioning strategies, our store achieved a successful track record, reaching the concept we aimed for.

One of the reasons that makes Toprak Home a unique and select concept is that every product on display offers practical solutions with its different presentations, based on the principle of ‘Multi-Purpose Use’ in the living space where it belongs. We aimed to create a structure that offers the fast consumption and shopping opportunities available in the retail sector for practical and easily accessible products such as food, clothing, cosmetics, and accessories, but also makes them fast and easily accessible in the home decoration and portable furniture sectors.

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Can we briefly introduce Toprak Home’

Toprak Home is a home decor company designed to create, relax, and modernize living spaces according to specific needs, offering both functionality and the opportunity for enjoyable decoration. With its concept and services, Toprak Home presents a new image in the retail sector, offering a wide range of shopping options including modular furniture, furniture and decoration, accessories, boutique ceramics, garden decoration, artificial and real flowers, mini lighting, panels and frames, and wicker and bamboo products. Our store, with its mobile solutions and optional sales system such as buy in-store or home delivery, is a powerful structure integrated with production and stock management, ensuring a never-ending product cycle.

Reflecting this experience with its concept, our store showcases its style through both the use of products and its architectural stance, winning appreciation. The product groups in our store are taken into mass production after modeling and design processes through R&D studies. Even after our products reach the end user, our ever-active team continues to provide continuous, sustainable service with after-sales support and practical solutions.

Another factor that strengthens this concept, which we aim to make prominent and significant in the industry, is its very broad target audience.

Toprak Home is the common address for all customers who want to touch their living spaces with the motto “Our Target Audience is People”; who want a new order in their kitchen, a different concept in their office or study, an innovation in their living room, a collection in their bathroom, tidying up their garden or balcony, and who want to color their environment with lighting, ceramics, and flower products related to general decoration.

What is your mission and vision in design and production processes?

Our company, which draws its inspiration and principles from touching living spaces and being present in them, aims to continue providing this service in our country in the near future and then in various parts of the world. Our company, which offers multi-purpose modular and portable solutions to beautify people's living spaces and environments, is constantly renewing itself with all the experience it has gained and aims to bring this experience to our country after starting in Izmir, and then to many other places around the world. Our product groups will provide decorative designs that can be used in many areas such as homes, workplaces, restaurants, shopping malls, hospitals, hotels, etc., in line with our home concept.

Can you tell us about Toprak Home’s short and long term plans?

We entered the retail sector with production, design, modeling, and R&D efforts that bear the marks of long-term, meticulous work in every detail, and we created a system integrated into this concept, developed through a continuous work process. With our ongoing franchise development efforts, we plan to serve customers in 10 key locations within the next two years and expand to over 50 branches within five years.

What are the requirements Toprak Home expects from franchise candidates during the franchise granting process?

Franchise projects are structures that enable rapid growth for companies' brands and create dynamism in their sectors with the advantages of the commercial structure and corporate identity they gain. We aim to reflect the dynamism we have created in this long-term commercial project to our branches and ensure they achieve the necessary efficiency. Our greatest expectation from our candidates who will join the system is the ‘Permanent Cooperation Policy’. Providing the necessary concept, establishing the product-stock, operation, and sales system; most importantly, integrating into the Toprak Home system and working as a business partner will be our vision. As a business partner, merging visions, advancing in the sector, and increasing our capacities with the win-win principle will be one of our goals, even more important than sales.

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What advantages does Toprak Home offer to investors who want to apply for a franchise?

Toprak Home is a well-established, system-based structure that remains faithful to its future plans. One of the most important advantages we offer our potential investors is our combination of a proven product mentality with a unique concept.

We aim to work as a team with our business partners on important topics such as store quality, revenue flow, self-renewing product groups, supply chain, and marketing operations.

 For candidates interested in opening a branch, we first provide location determination services, one of the most important elements for the business. A system-compatible environment and regional analysis are ensured. All renovations and architectural work to establish the store are carried out at the location found based on suggestions or counter-requests. Subsequently, the system and operations are prepared, and the store is constructed ready for shopping under a ‘turnkey’ model.

Recep Efetürk’ü can we get to know you briefly?

He was born in 1993 in the Konak district of Izmir. The fourth of five siblings, Recep Efetürk became familiar with the fruit and vegetable commission trade during his student years, following in his father's footsteps. This profession, which played an important role in developing his interpersonal skills, allowed him to discover his entrepreneurial spirit in every situation, big or small. He completed high school at Atatürk Technical and Anatolian Vocational High School in Karabağlar, İzmir. After enrolling in the Biomedical Technologies Department at Ege University for higher education, he took over and ran a café in his early twenties. After working as an expert in the renewable energy & electronics sector, he entered the e-commerce sector in 2018, specializing in modeling and information technology, and established the company's foundation, the Toprak e-commerce brand. After four years, he created the Toprak Home brand, which is the foundation of this project.