ebebek Reports Strong Revenue and EBITDA Growth in 2025

Demonstrating strong financial performance in 2025, ebebek recorded a 1.1 percentage point increase in EBITDA margin in the fourth quarter of the year compared to the same period of the previous year. Throughout the year, revenue increased by 15.4% above inflation compared to the previous year, reaching TRY 27.7 billion, while EBITDA growth reached 25.5%.

EBITDA margin improved by a total of 1 percentage point in 2025 compared to 2024, rising to 12.8%. Through store investments, strong performance in digital channels and operational efficiency-focused initiatives, the company recorded a 16.4% increase in sales volume compared to the previous year.

ebebek, the leading brand in the mother and baby sector, shared its 2025 financial results with the public under inflation accounting practices. Through operational transformation steps and cost optimization efforts implemented throughout the year, the company strengthened both its profitability and scale.

According to the consolidated financial statements published on the Public Disclosure Platform (KAP), ebebek increased its revenue for 2025 by 15.4% above inflation compared to the previous year, reaching TRY 27.7 billion. In the same period, EBITDA rose to TRY 3.5 billion with a 25.5% increase, while EBITDA margin improved by 1 percentage point to reach 12.8%. Total sales volume increased by 16.4%, demonstrating that growth was broad-based.

The company maintained its growth momentum in the fourth quarter of 2025. In the last quarter, revenue rose to TRY 7.5 billion with a 21.4% increase above inflation compared to the same period of the previous year, while EBITDA reached TRY 1 billion with a 32.3% increase. The 1.1 percentage point improvement in EBITDA margin demonstrated that the financial discipline and efficiency-focused management pursued throughout the year was strongly reflected in the fourth quarter.

2025: A year of efficiency, digitalization and strong cash flow
ebebek implemented strategic steps that strengthened its operational structure throughout 2025 in line with long-term targets established by the Board of Directors. Structural improvements focused on automation and digital transformation contributed directly to both financial performance and parent experience.

During the year, inventory optimization efforts targeting slow-moving products across all categories reduced stagnant inventory levels while strengthening cash flow. Strategic forecasting and planning processes conducted with business partners increased product availability and supported customer satisfaction. In-store textile department management, returns and seasonal transition planning, as well as pricing and promotion processes, became more effective through coordinated work between commercial and operational teams.

Significant transformation was also achieved in warehouse and logistics operations. The Ankara Netlog 3PL warehouse was closed and the Uşak Beylerhan warehouse was brought online under company management. Automation systems began to be actively used in textile and e-commerce processes at the Gebze logistics center. These steps increased operational agility while contributing to cost management.

In store operations, a new checkout system capable of operating offline was implemented to ensure seamless parent experience. Pilot applications of technology projects such as digital labels that reduced operational workload were completed successfully. To strengthen employee engagement, the proportion of full-time employees was increased, supporting stability in field operations.

In digital channels, ebebek.com was transformed into a comprehensive platform structure encompassing textile retail. A new wallet application was launched, while maintaining high service levels by preserving the standard of same-day courier delivery for orders placed until 16:00 from the second half of the year onwards.

Within the Net Promoter Score (NPS)-focused approach, weekly feedback from parents was systematically analyzed to implement technical improvements and experience-enhancing initiatives. Technical infrastructure work began on the new loyalty program planned for launch in the third quarter of 2026, while the data analysis phase was completed by the end of 2025. The capacity of the Parent Loyalty Center was increased to provide uninterrupted support until 00:00 daily.

"We saw the fruits of the steps we took in previous years in our financial results"
ebebek Retail Inc. General Manager Can Karadeniz expressed the following in his assessment of 2025 results: "We are pleased to complete 2025 by achieving the targets we set in line with our medium-term strategic planning.

We have begun to see more clearly the output of many projects whose foundations we laid in previous years in our financial results this year. Through our structural transformations that increased operational efficiency, our strong financial discipline approach and our business model that places parent experience at its center, we achieved healthy and sustainable growth in both revenue and EBITDA.

With our store count reaching 300 across Turkey by year-end, our warehouse area of 65,000 square meters, our strengthened IT infrastructure, and our valuable teams composed of competent and trained human resources, we are ready for the period ahead. I thank our shareholders who trusted us on this journey, our parents, our business partners and all our colleagues."