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In 1997, Groupe SEB first launched their retail concept and today operates retail stores in all major shopping malls throughout Turkey. The TEFAL SHOP concept of a manufacturer owned retail store has been expanded to other countries including Russia, Azerbaaijan, United Arab Emirates and Hungary. At each TEFAL SHOP, window displays focus on the product of the month and are changed frequently by a merchandising design team. Special promotional events occur two to three times per month and include holiday specials, cooking sessions and coffee chats sometimes complemented by Turkish coffee fortune-tellers! Recipe dispensers, televised cooking demonstrations, a wedding registry, a customer loyalty program, and a TEFAL branded credit card with installment options all help to keep customers returning to the shop time and time again.