Confectioner Cafer Erol Turns His Route to Europe on the Path to Globalization

Carrying its past experience to the future with today’s innovations, Şekerci Cafer Erol took its first step abroad with the store it opened in Baku in March this year. The brand, which determined its globalization target as Europe, the Gulf Region and America, continued its strategic investment in this area with London. Şekerci Cafer Erol’s London store is located right next to the world-famous brand Harrods, in one of the liveliest spots of Knightsbridge, where many international brands and restaurants are located. The opening ceremony of the store was hosted by the 4th and 5th generation representatives of the brand, Nurtekin Erol and Hakan Erol, with the participation of Turkey’s Ambassador to London Osman Koray Ertaş, historian and travel writer Saffet Emre Tonguç, travel writer Serda Büyükkoyuncu, businessman Fatih Koca and Prof. Dr. Ali Murat Soydan. The project, which was implemented with an investment of approximately 200 million TL, was the first step of the brand’s expansion into Europe.

Hakan Erol, the 5th generation representative of Şekerci Cafer Erol, emphasized that they took the brand's decision to invest abroad with great care. Erol said, “Approximately two years ago, we clarified our policy of opening up abroad and decided to participate in international fairs. We encountered interest far beyond our expectations. Today, our foreign customers who visit our stores in Turkey know our brand quite well. After opening our first international store in Baku in March 2024, we opened our new store right next to the world-famous brand Harrods in Knightsbridge, one of the most popular areas of London, in November 2024. We made this investment in partnership with business people Fatih Koca and Prof. Dr. Ali Murat Soydan. Our goal is to grow in the Gulf region, Europe and America. We plan to achieve this growth by always keeping quality at the highest level. With our 218 years of production and sales experience, we aim to produce in these regions and offer the same flavors there as well.”

Hakan Erol, who emphasized that their investment in London is not only a commercial but also a cultural investment, stated that they will continue to keep the Turkish palate alive with the most valuable flavors of their 218-year heritage and to introduce Turkish culture to the world. Erol stated, “We aim to increase the number of our stores here to six in the coming years. At this point, I would like to state that every Şekerci Cafer Erol store opening will also be a fulfillment of our cultural ambassadorship duty for us and that we will keep this mission in mind in every step we take.”

 Knightsbridge: London's Prestige Centre

Having opened its London store in Knightsbridge, one of the city's most prestigious and internationally recognized areas, the brand interprets the choice of location as a significant prestige gain that will increase the brand's global recognition, as well as contributing to the success of the retail outlet.

Hakan Erol touched upon the importance of location as follows:
“Opening our London store in Knightsbridge, next to a prestigious brand like Harrods, is a strategic decision for us. This is a location that attracts the attention of both locals and foreigners from different countries. Being in a location where visitors from all over the world can easily reach our brand is an important step in our brand’s globalization process. Knightsbridge is also a good choice for us as it is the center of quality and luxury consumption.”

Investment in London: Offering Quality Products and Services Together with Cultural Embassy

Şekerci Cafer Erol, which will bring together the most exquisite examples of Turkish desserts with its guests in its London store with a store concept unique to the brand, will serve here with an experienced staff of 65 people consisting of experienced chefs as well as personnel who have received training in adaptation to the local culture.

Hakan Erol, who emphasized that they also undertook a cultural ambassadorship mission in their store in London, said, “Our store here is not only a commercial enterprise, but also aims to promote Turkish culture. In addition, we will also hold special day celebrations such as New Year's, Easter, Halloween with all our hospitality. We will also organize personalized events in our VIP rooms in our store. During this process, we will keep the quality service at the highest level here as in every Şekerci Cafer Erol store.

Among the most preferred products in the London store are Şekerci Cafer Erol's famous Turkish delights, hard candies and chocolates. Especially chocolate-covered tahini wafers, chocolate-covered caramels and wick Turkish delights are among the most popular products of the brand. In addition, the concept store decoration, which offers the brand's traditional flavors with a modern touch, will also attract the attention of visitors.

Source: HORECA TREND and Confectioner Cafer Erol