Eren Retail undertakes the Turkey-wide operation management of prominent retail brands such as Lacoste, Burberry, Gant, Nautica, The Kooples, SuperStep, and Converse. For brands like Lacoste, Nautica, and Gant, this involves local manufacturing, while for others, business processes are quite comprehensive, including management of overseas purchasing, store operations, distribution network, and agent structure. Furthermore, this framework is not limited to Turkey. The enterprise is built to work across borders for all distribution, marketing, and sales operations in a wide range of countries—including Hungary, Czechia, and Albania, by way of company offices in Russia, Ukraine, and Poland.

Overall, Eren Holding has a retail sales and distribution network comprising more than 300 points of sale, 127 of which are within Turkey. Specifically, for Lacoste, whose partnership with the company dates back to 1995, Eren Holding is the most comprehensive operation among other Lacoste operations globally.

Eren Retail is designed to operate within a decentralized structure to allow its various countries, cultures, and ways of doing business function efficiently. Realizing that consolidation, monitoring, and reporting of the locally collected enterprise resource planning (ERP) data can be quite cumbersome and challenging, in October 2019, management kickstarted the data warehouse project to resolve any issues that arise.
In search of an overarching and high-performance structure with standard metrics and KPIs incorporated across the board, and reporting capabilities that meet the need, the business moved forward with due diligence process. Considering the multinational nature of the business, the company decided that a cloud-based structure would better suit its needs than an intranet system and selected the Microsoft Azure cloud platform. Starting to work with and benefit from the analytics, insights, and AI technology capabilities of Microsoft business partner Trendify Analytics, Eren Retail opted for a cloud-based data warehouse project.