Competition Law for Small Domestic Appliances

In the small domestic appliances sector, the competitive strength of manufacturers and brand owners depends not only on product characteristics, but also on the effectiveness of their distribution networks and their market positioning. The simultaneous use of authorised dealers, distributors, chain retailers, independent retailers and online marketplaces creates a multi-channel distribution structure.

This structure requires a balance between manufacturers' legitimate interest in managing distribution channels according to defined quality criteria and dealers' ability to make their own commercial decisions independently. Intervention in resale prices, restrictions on online sales, conditions concerning marketplaces, exclusivity, territorial and customer restrictions and selective distribution systems are among the principal areas requiring competition law assessment. In Türkiye, the general framework is primarily based on Block Exemption Communiqué No. 2002/2 on Vertical Agreements and the related enforcement practice.

KFD Consulting assesses contractual provisions and their practical implementation together, taking into account both the commercial objective of the distribution model and the needs of the brand. It is important not only that the contractual framework is structured in accordance with competition law requirements, but also that the day-to-day practices of sales teams remain consistent with that framework. The aim is to prevent differences between the contractual model and actual practice from giving rise to additional competition law risk.