ebebek Celebrates Its 25th Anniversary

ebebek Shares Its Journey and Future Vision on Its 25th Year

As part of its 25th anniversary, ebebek hosted a press gathering on Tuesday, March 31 at The Ritz-Carlton, Istanbul, where it shared its quarter-century journey, growth story, and future goals. During the event, ebebek CEO Can Karadeniz and Marketing Director Itır Erel Ergül presented the brand’s current structure and strategic priorities.

Founded 25 years ago with the mission of meeting parents’ needs through the right products, the right information, and the right experience, ebebek continues today as a strong brand touching the lives of millions of families across Türkiye. As a pioneer in the mother-and-baby sector, the brand supports families with its “Babyology” philosophy, expert “babyologists,” and online services. On its 25th anniversary, ebebek shared both its achievements to date and its future ambitions with members of the press.

25 Years of Experience Carried into the Future Through Strong Transformation

In recent years, ebebek has made significant investments across multiple areas, including logistics infrastructure, in-store experience, digital channels, and service processes. These investments have resulted in a more integrated, faster, and more efficient operational structure. This transformation—shaped by a focus on operational efficiency, customer experience, and sustainable growth—has further strengthened the brand’s position.

Today, ebebek serves customers through 305 stores in 71 provinces, as well as via ebebek.com and its mobile application, offering an integrated physical and digital experience. By 2026, the brand aims to increase its store count to 330, accelerate growth in online channels, and reach more families through diverse store formats. While continuing its operations in the United Kingdom and Northern Iraq, ebebek also plans to expand its presence in international markets. The brand targets reaching a size of $1 billion by 2030.

1.1 Million Seeds Meet Nature Through Partnership with ecording

As part of its 25th anniversary initiatives, ebebek has taken an important step in sustainability through its collaboration with ecording. The project aims to support the regeneration of areas in Muğla affected by wildfires by planting 1.1 million seeds using ecoDrone technology. The initial phase of the project includes planting 250,000 seeds.

Focusing on supporting biodiversity and strengthening the natural balance, this initiative aims to create a visible and participatory environmental impact. Through this project, ebebek reinforces its commitment to leaving a greener world for future generations while positioning social responsibility as an integral part of its business approach.

“The Story of ebebek Is Just Beginning”

ebebek CEO Can Karadeniz commented on the company’s current position and future vision:

“As we mark 25 years, we can clearly see the level ebebek has reached today. With 305 stores across Türkiye, a strong digital infrastructure, and a service network reaching millions of families, we have achieved significant scale. We evaluate this growth together with the trust-based relationships we have built.

The point we have reached today is the result of planned steps and strategic investments made over the years. We also see this reflected strongly in our financial performance. In 2025, our EBITDA increased by 25.5% year-over-year to reach TRY 3.5 billion, while our gross profit rose by 17.3% to TRY 10 billion. Our gross margin improved by 0.6 percentage points, and our EBITDA margin increased by 1 percentage point to 12.8%.

Looking ahead, we aim to sustain our growth. As we progress toward our goal of reaching a $1 billion scale by 2030, we will continue to focus on efficiency-enhancing investments, digitalization, and customer experience.”

ebebek Marketing Director Itır Erel Ergül added:

“For 25 years, we have focused on understanding families’ needs and developing solutions that make their lives easier. For us, every baby born into the world is our own; therefore, we see ebebek as much more than a brand—it is a support system that stands by families at every moment. From our products to the information we provide, and from in-store experiences to our digital channels, we prioritize being there for families at every touchpoint.

What differentiates ebebek today is the trust-based relationship we have built with families. While continuously strengthening this bond, we remain committed to creating experiences that genuinely add value to their lives.”