Olgar

What Olgar does

Olgar (legal entity: Olgarlar Spor Malzemeleri Turizm İlan Reklam Ajanslığı Yayıncılık Ve Ticaret Anonim Şirketi) is a privately held Turkish outdoor and sports lifestyle distribution and retail company founded in 1989 in Istanbul by Güven Olgar, a former national volleyball player and naval officer, and his wife Kadriye Olgar. The company operates a hybrid multichannel platform combining company-owned SPX branded physical stores, a direct-to-consumer e-commerce site (spx.com.tr), B2B wholesale distribution, and the VAULT multibrand outdoor dealership franchise concept.

Its product portfolio spans proprietary SPX-branded apparel, footwear, equipment, and accessories alongside authorized Turkish distribution of international brands including Merrell (outdoor footwear), EMU Australia, Jack Wolfskin (German outdoor apparel and equipment), and Quiksilver (surf/outdoor apparel). VAULT is positioned as Turkey's first multibrand outdoor dealership concept, consolidating these brands under a single franchise retail experience. The company is KVKK-compliant (Turkish personal data protection law).

Revenue is generated through three streams: direct retail/online sales of SPX and distributed brands (hardware sales), B2B wholesale supply to an independent dealer network and franchise partners (hardware sales plus one-time franchise/license fees), and emerging international wholesale activity overseen by a dedicated International Markets Director. Customers span outdoor enthusiasts and active-lifestyle consumers (B2C), plus independent dealers and franchise operators (B2B).

Name

Olgar

Legal name

Olgarlar Spor Malzemeleri Turizm İlan Reklam Ajanslığı Yayıncılık Ve Ticaret Anonim Şirketi

Website

https://olgar.com.tr

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

101–250 employees

Short description

Olgar is a privately held Turkish outdoor and sports lifestyle retailer and distributor, founded in 1989 and headquartered in Istanbul, operating SPX branded stores, the VAULT multibrand franchise concept, and wholesale distribution of international brands such as Merrell, Jack Wolfskin, EMU Australia, and Quiksilver for Turkish consumers and dealer partners.

Ownership category

akta.pro rank

Product category

Outdoor Sports Retail

NAICS

Shoe Retailers (45821), Shoe Retailers (458210), Footwear Merchant Wholesalers (42434), Footwear Merchant Wholesalers (424340)

SIC

Retail-Shoe Stores (5661), Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

Outdoor & Sporting Goods-Focused Catalog Department Store Retailers (CRAGAIAG)

Keywords

• Outdoor sports retail
• Sports apparel distribution
• Multibrand dealership
• Outdoor footwear wholesale
• Active lifestyle products

Headquarters

HQ city

Besiktas

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail Sales (SPX Brand Stores): Direct-to-consumer sales through SPX branded physical stores and online platform (spx.com.tr) offering sports apparel, outdoor footwear, equipment, and accessories
2. Franchise/Bayilik Program: Revenue generated through franchise fees and wholesale supply to VAULT multibrand outdoor dealership network and other dealer partners
3. Wholesale Distribution: B2B wholesale sales of multiple international outdoor brands (Merrell, EMU Australia, Jack Wolfskin, Quiksilver) through dealer network and international markets

Go-to-market motion3 records

Distribution channels5 records

Marketing channels3 records

Core offering

Olgar is a multibrand outdoor and sports lifestyle retailer and distributor that sells sports apparel, outdoor footwear, equipment, and accessories through its proprietary SPX stores and e-commerce platform (spx.com.tr), alongside the VAULT franchise dealership concept. The company also distributes internationally recognized outdoor brands (Merrell, EMU Australia, Jack Wolfskin, Quiksilver) through B2B wholesale dealer networks in Turkey and international markets, while offering franchise (bayilik) opportunities for its retail concepts.

Product overview

Olgar operates as a multibrand outdoor retail company with a platform model combining its own private label brand (SPX) alongside distributed international outdoor brands. The core offering consists of SPX branded products available through dedicated SPX stores and online, plus the innovative VAULT multibrand dealership concept that brings together Merrell, EMU Australia, Jack Wolfskin, and Quiksilver under one retail experience. Olgar also offers franchise opportunities for these brands throughout Turkey.

Differentiator

Problem solved

Functional benefit

Products and services

• SPX (private-label brand) SPX is Olgar's proprietary outdoor and sports brand offering sports clothing, outdoor footwear, equipment and accessories for consumers with an active outdoor lifestyle; sold through SPX retail stores and the spx.com.tr online store.
• VAULT multibrand outdoor dealership concept Turkey's first multibrand outdoor dealership concept offering Merrell, EMU Australia, Jack Wolfskin, and Quiksilver under one retail experience for nature enthusiasts and active lifestyle customers; operated by Olgar and via the VAULT franchise network.
• Merrell (authorized distribution in Turkey) International outdoor footwear brand distributed by Olgar through its dealership network and VAULT franchise concept in Turkey as an authorized distributor.
• EMU Australia (authorized distribution in Turkey) Australian outdoor footwear brand distributed by Olgar through its dealer network and VAULT franchise concept in Turkey as an authorized distributor.
• Jack Wolfskin (authorized distribution in Turkey) German outdoor apparel and equipment brand distributed by Olgar through wholesale and retail channels in Turkey, including the VAULT concept.
• Quiksilver (authorized distribution in Turkey) International outdoor and surf apparel brand distributed by Olgar through its dealer network in Turkey, including VAULT outlets.
• SPX online store (spx.com.tr) Olgar's direct-to-consumer e-commerce platform at spx.com.tr offering sports apparel, outdoor footwear, equipment and accessories to Turkish consumers.
• VAULT franchise (bayilik) program Franchise program enabling independent operators to open VAULT-branded multibrand outdoor retail stores carrying international outdoor brands (Merrell, EMU Australia, Jack Wolfskin, Quiksilver) under Olgar's distribution.
• Wholesale distribution of international outdoor brands B2B wholesale distribution of multiple international outdoor brands (Merrell, EMU Australia, Jack Wolfskin, Quiksilver) to independent outdoor retailers and dealers across Turkey and international markets.

Quantifiable outcome

• Turkey's first multibrand outdoor dealership concept established

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core.

• MerrellcoreChannel Partner/ Reseller/ DistributorMerrell is distributed through Olgar's wholesale network and VAULT franchise concept in Turkey. Olgar serves as the authorized distributor for Merrell outdoor footwear brand in the Turkish market.
• EMU AustraliacoreChannel Partner/ Reseller/ DistributorEMU Australia products are distributed through Olgar's dealer network and franchise concept in Turkey as authorized distributor.
• Jack WolfskincoreChannel Partner/ Reseller/ DistributorJack Wolfskin outdoor apparel and equipment brand is distributed through Olgar's wholesale and retail channels in Turkey.
• QuiksilvercoreChannel Partner/ Reseller/ DistributorQuiksilver sports and outdoor brand products are distributed through Olgar's dealer network in Turkey.
• VAULT Franchise PartnerscoreChannel Partner/ Reseller/ DistributorVAULT is Olgar's innovative multibrand outdoor dealership franchise concept. Franchise partners operate retail locations under the VAULT brand, offering products from multiple outdoor brands including Merrell, EMU Australia, Jack Wolfskin, and Quiksilver.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Regional players

• Bisse: Turkish multibrand outdoor and sports retailer. Comparable as a domestic Turkish multibrand outdoor retail concept that competes with Olgar for the same local customer base.
• Sporx: Turkish sports retail chain carrying multiple international and domestic sports brands. Comparable to Olgar as a domestic multibrand sports retailer operating in the same geography and serving active-lifestyle consumers.

Broad incumbents

• Patagonia: Premium American outdoor apparel brand with selective distribution globally. Comparable to Olgar's premium distributed-brand portfolio in terms of target customer (environmentally conscious outdoor enthusiasts) and product positioning.
• The North Face: VF Corporation-owned global outdoor brand with Turkey retail and wholesale presence. Competes directly with Olgar's distributed brands (Jack Wolfskin, Merrell) for the same outdoor enthusiast customer segment.
• Decathlon: Global sporting goods and outdoor retailer with significant Turkey footprint. Directly competes with Olgar in outdoor footwear, apparel, and equipment, though at broader scale and lower price tiers across many categories.

Direct peers

• Salomon: Premium outdoor footwear and trail-running brand mentioned in Olgar's product portfolio. Directly comparable as an outdoor footwear brand competing in the same Turkish specialty retail channel.
• Quiksilver: Surf and outdoor lifestyle brand distributed by Olgar in Turkey. Comparable as a distributed brand and as a competitor in surf/action-sports apparel retail.
• Merrell: American outdoor footwear brand distributed by Olgar in Turkey. Comparable both as an Olgar-distributed brand and as an outdoor footwear brand competing in the Turkish market.
• Jack Wolfskin: German outdoor apparel and equipment brand distributed by Olgar in Turkey. Directly comparable as both a brand Olgar distributes and a brand competing for the same Turkish outdoor consumer.

Emerging players

• Columbia Sportswear: American outdoor apparel and footwear brand with growing presence in Turkey. Comparable as a premium outdoor brand competing for the same consumer wallet share that Olgar distributes via Jack Wolfskin, Merrell, and Quiksilver.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/olgarsirketlergrubu
• LinkedInlinkedin.com/company/olgarspormalzemeleri

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles20 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Olgar