Luckily for DeFacto, the company had recognised the importance of e-commerce well before the emergence of COVID-19, selling online in 20 countries while implementing applications such as Click & Collect, Ship from Store and Pay at Store.
That strategy has paid off handsomely, keeping sales ticking through the lockdown when the company, which saw its sales rise by 35 percent on average in the last three years, had to close down its stores in Turkey for nearly two months.
"It helped us a lot during the pandemic. We have never stopped our online operations, not for a single day,” says Şenol. "Our performance is above the level we expected in the first period of the pandemic.”
DeFacto believed in the importance of the spirit of solidarity to overcome these challenging period and mobilised all their resources for this to contribute to its community. The company provided 2 million masks as a part of the "We are Self-Sufficient, Turkey" campaign and distributed clothing sets for more than 500 healthcare workers in hospitals on a daily basis.
The crisis also made DeFacto rethink the health of its supply chain, but did not stop the company from moving forward with its procurement promises, announcing a TRY 900 million plan to provide a lifeline to its suppliers.
Financing and digital support
With HSBC’s help as a sole arranger, sole coordinator, bookrunner and a participating bank, DeFacto was able to raise $53.2 million internationally through a syndicated financing facility to support its business against the impacts of COVID-19.