Global strategist Bashak Ilhan is rewriting the rules of retail expansion with ROAD Group, fusing AI, logistics, and brand storytelling to help companies scale with intent. From Austin to Miami to Istanbul, her team turns catalog mapping and audience prediction into a practical roadmap—not just a PR moment. We dive into why operational readiness beats visibility every time, and how European craft translates for U.S. consumers. We caught up with Bashak Ilhan to unpack the strategy behind sustainable international growth.
You’ve been called a “brand architect” redefining how companies go global. What inspired you to create ROAD Group, and how does it differ from traditional retail expansion models?
I created ROAD Group after my second exit. I realized that most brands fail not because of poor products but because they lack structure and strategic readiness when entering new markets. It takes time to understand, adapt, and build the right relationships.
Entering a new market without truly understanding it and without knowing how to leverage your existing strengths often leads brands to rely on quick visibility tactics like PR or influencer campaigns. But that’s an expensive way to learn. Operations are the backbone of any expansion, and when you learn by trial and error, the cost can be dangerously high. That’s why I built ROAD Group.
Traditional expansion models often focus on visibility such as PR, influencers, or pop ups but neglect the operational foundation needed to sustain growth. ROAD was built to fix that gap.
Our process always starts with a ROAD Map, a detailed brand strategy for entering a new market. With our expertise, experience, and network, we turn what would normally be a painful two year learning curve into a fast track success story.
Skipping this step is like driving a car with your eyes closed. You might move forward, but only by luck.
→ For more on AI-led growth, see our interview with Matt Wilson and Saaras Mehan on Fixing Broken Hiring with Jack & Jill AI.
AI is at the core of ROAD Group’s approach. How are AI driven tools like catalog mapping and audience prediction changing the way brands enter new markets?
AI has become our silent partner. With tools like catalog mapping, we analyze how thousands of SKUs perform across different demographics and retail platforms before a single item even ships.
Through audience prediction, we anticipate what styles and tones will resonate in different regions such as Miami, London, or Dubai, helping brands adapt faster and smarter.
And on the operational side, AI enables faster integrations and error free product uploads, reducing human mistakes and ensuring seamless synchronization between systems.
This doesn’t replace human creativity; it enhances it. It lets our strategists and designers focus on what truly matters, creating emotional and cultural relevance.
You work with retailers like Wolf & Badger and Debenhams as they expand into the U.S. What do you think gives U.K. and European brands a competitive edge in such a saturated market?
European brands bring storytelling, craftsmanship, and emotional depth, qualities American consumers crave right now.
The U.S. market moves fast but can feel overly transactional. UK and EU brands add a sense of artistry and authenticity that resonates deeply when paired with strong digital execution.
Our role is to translate that artistry into the U.S. retail language, simplifying logistics, optimizing pricing, and aligning visuals with local consumer behavior.
You often say that global expansion is no longer about visibility, but about operational readiness. What does that mean in practical terms for brands scaling internationally?
Visibility without readiness creates chaos. Operational readiness means your brand is equipped with the systems, supply chain, data, and digital infrastructure to support growth from Shopify integrations to warehousing and customer service.
No brand wants to enter a marketplace unprepared, running out of stock, missing deliveries, or getting penalized for high cancellation rates. The first step to growth is being ready for it. Otherwise, the U.S. market will teach you the fastest business lesson of your life, how to fail quickly.
With experience spanning more than 20 countries, how do you see the relationship between technology, logistics, and human creativity evolving in the next phase of retail?
Technology and logistics form the skeleton but creativity is still the heartbeat.
The future belongs to brands that combine emotional intelligence with data intelligence.
AI can predict what people want, but only human creativity can make them feel something about it. That’s the new luxury, emotion behind efficiency.
You’ve founded five startups and achieved two successful exits. How has your entrepreneurial journey shaped the way you now guide other businesses toward growth?
I should start by saying that I’ve built a wonderful job for myself. Being a serial entrepreneur isn’t a phase, it’s a state of mind. After my second exit, I didn’t want to start another startup from scratch, but I wanted to model my entrepreneurial energy into something meaningful.
ROAD Group became that model, a partner for brands entering global markets. I act as their co founder, not just their consultant.
Every service we create is built around the same mindset I’d apply to my own startup, what I would do and, equally important, what I wouldn’t. This combination of entrepreneurial instinct and industry expertise allows us to guide clients with both accountability and creativity.
ROAD Group operates between Austin, South Florida, Istanbul, and beyond. How does working across these diverse markets influence your global strategy and understanding of consumer behavior?
I’ve always called myself a citizen of the planet. Since childhood, I’ve felt deeply connected to different cultures and places.
Our Austin office, located in the heart of the U.S., gives us access to the country’s creative and dynamic energy. Our warehouse and fulfillment center in Miami were strategic not just for cost efficiency, but also for its international logistics access. And Istanbul, sitting between Europe and Asia, is the perfect bridge for communication with our European and Middle Eastern clients.
I’ve lived in six countries and traveled extensively, which makes adaptation second nature to me. But my true expertise lies in understanding the U.S. market and helping other countries, from Turkey to Italy, adapt successfully to it. Over time, I’ve learned how to work with each culture differently, understanding their strengths and translating them effectively for American consumers.
At the end of the day, our strategic focus always comes back to one thing, the U.S. consumer. That’s the compass guiding all our decisions.
Finally, as a female founder leading international retail innovation, what advice would you give to other women looking to build and scale their businesses globally?
As both an entrepreneur and a retail strategist, a brand architect, my biggest advice is to work with experts and seek mentorship. Don’t get lost in the day to day details of your business. Assign the right people to the right roles so that you, as the founder, can stay visionary and focused on growth.
The more you’re buried in daily tasks, the less your company moves forward. Founders need to create space to think, connect, and lead.
Beyond that, my advice is to want it, truly. Build your global dream with passion and see it as an achievable goal, not a distant fantasy. When you believe in that, the path starts to reveal itself step by step.
Be decisive, move fast, think fast, and never stop. That’s why my company is called ROAD, because success is a long journey and who you travel with makes all the difference.