Else
Turkey
Else is a lingerie, loungewear and swimwear brand founded in Istanbul in 2008 by Ela Onur. Although the list hint gave Australia, the sources retrieved describe it as a Turkish label that also operates a store in Santa Monica, California.
| Founded | 2008 |
|---|---|
| Founder | Ela Onur |
| Origin | Istanbul, Turkey |
| Segment | Lingerie, swimwear and hosiery |
| Stores | Flagship in Santa Monica (per brand website) |
| Website | elselingerie.com |
What is Else?
Else Lingerie describes itself as an elevated, everyday lingerie, loungewear and swimwear brand for modern women. FashionNetwork describes it as a Turkish label founded in 2008 by Ela Onur in Istanbul, where its design studio and production facilities are located. Her husband, Cenk Turkay, joined around 2016 as chief executive, according to the same article. This corrects the Australian origin suggested in the directory list.
Products and positioning
The brand's website lists bras including strapless, underwire and bralettes, underwear, thongs and bodysuits, pyjama sets, robes, kimonos, knitwear, bikinis, one-piece swimsuits and resortwear. The positioning is premium, with stockists in the luxury and department store segment.
Business model and distribution
FashionNetwork reported about 120 stores worldwide carrying Else at the time, naming Net-a-Porter, Galeries Lafayette, Neiman Marcus and Kadewe, and said the website generated 50 to 60 per cent of revenue. After a temporary Los Angeles store in 2018, a permanent store on Melrose Avenue was planned for January 2019. The current website mentions a flagship store in Santa Monica, a stockists page and international shipping, but figures have changed since the 2018 article and should not be assumed current. No ownership information is stated in the sources reviewed.
- Founder: Ela Onur
- Production: Istanbul
- Channels: online, own store, wholesale and department stores
Why it matters
Else shows how a Turkish lingerie producer built an international premium brand with a strong direct online business and selective wholesale. It is relevant for observers of European and Middle Eastern lingerie sourcing and brand building.
Frequently asked questions
Where is Else lingerie from?
Else is a Turkish lingerie brand founded in Istanbul in 2008 by Ela Onur. Its design studio and production were based in Istanbul according to FashionNetwork.
Where is Else lingerie sold?
Else sells online and through department stores and online retailers such as Net-a-Porter, Galeries Lafayette, Neiman Marcus and Kadewe as reported by FashionNetwork. It also has a flagship store in Santa Monica.