CIFF umbrella covers a number of prestigious events 3rd SLEEP WELL EXPO Istanbul grows more
6 HTE
OUTs and INs in trade It seems that for some time in the future, Russian trade will continue to decrease but some other markets will be increased in their trade with Turkey. There are a lot of Turkish textile companies exporting to Russia but they have a great many alternatives in the same region such as Kazakhstan and other CIS countries. As always some Turkish companies will be en route to Almaty for Homedeco fair in March but it makes more sense this year because it could be a good alternative for the Russian market. Turkel Fair Organization will lead the way for some exhibitors and professional visitors to seek new opportunities in this big market although the country hasn’t been going through a good time because of ever-decreasing oil prices as it is one of the major oil producing countries in the world. China is another good alternative in the eastern side of the globe. It is a good partner for two-ways, selling and buying. CIFF, China International Furniture Fair and China Home Textile, Home Décor and other shows to be held concurrently are among the best places in March to go for establishing most lucrative trade relations. The 37th CIFF to be held in March will be enlarged to a huge area of 750,000 square meters. There will be more than 4000 exhibitors from over 32 countries and districts and professional visitors from over 190 different countries and districts taking part in CIFF. The first phase on 18-21 March is to be held at China Import & Export Fair Complex. The second phase will be held on 28-31 March. We will be in both of above events in March and we will accompany Turkish exhibitors in Como-Italy for Proposte show in April. It is one of the most prestigious European textile fair for furnishing fabrics and curtains.
Group Chairman
H.Ferruh ISIK
Publisher
ISTMAG Matbaacılık Gazetecilik İç ve Dış Ticaret Ltd. Şti.
General Manager
Mehmet SOZTUTAN (mehmet.soztutan@img.com.tr)
Responsible Editor-in-Chief
Yusuf OKÇU
Advisory Board
Osman Nuri CANIK Ufuk OCAK Hilmi GULCEMAL Pınar TASDELEN Ayse Mehtap EKINCI
Editorial Consultants
Prof. Dr. Ismail KAYA Assoc. Prof. Mehmet Ali OZBUDUN Ibrahim KUPELI Inkrit BERBEE (inkrit@lobsterconcepts.nl) Milou KET (studio@milouket.com)
Trend Advisor
Canan Sonmez CANIK
Editorial Coordinator
Omer Faruk GORUN (fgorun@ihlas.net.tr)
Advertising Coordinator
Emir Omer OCAL (emir.ocal@img.com.tr)
Advertising Sales Staff
Adem SACIN (adem.sacin@img.com.tr) Nazım KARA Yılmaz OZKAN
Correspondents
Elke ARORA
Artdirector
İsmail GURBUZ (ismail.gurbuz@img.com.tr)
Artwork Consultant Design&Graphics
Tolga ÇAKMAKLI (tolga.cakmakli@img.com.tr)
Design&Graphics
Tayfun AYDIN (tayfun.aydin@img.com.tr)
Chief Accountant
Mustafa AKTAS (mustafa.aktas@img.com.tr)
Subscription
İsmail OZCELIK (ismail.ozcelik@img.com.tr)
HEAD OFFICE Güneşli Evren Mah. Bahar Cad. Polat İş Merkezi B Blok No:3 34197 ISTANBUL/ TURKEY Tel:+90. 212 604 50 50 Fax: +90. 212 604 50 51 www.hometextile.com.tr
Mehmet SOZTUTAN (mehmet.soztutan@img.com.tr)
LIAISON OFFICE: BURSA Buttim Plaza D. Blok Kat:4 No:1267 Tel: +90. 224 211 44 50-51 Fax: +90. 224 211 44 81 KONYA H. Ulusahin IS Mrkz. C. Blok Kat:6 No:603-604-605 Tel: +90. 332 238 10 71 Fax: +90 332 238 01 74
PRINTED BY Ihlas Gazetecilik A.Ş. 29 Ekim Caddesi No:23 Yenibosna/ISTANBUL Tel: 0212 454 35 06 Fax: 0212 454 34 94 www.ihlasmatbaacilik.com
March 2016
PROFILE
8 HTE
New cornerstone laid for Brentano’s next 25 years Spring collection embraces textile house’s talents with color, pattern and materials
W
heeling, IL. — Fresh from their 25th anniversary, textile house Brentano starts 2016 with the Cornerstone collection and strong, statement-making designs to lead the line into the next quarter century. The new collection of 21 residential, hospitality and contract textiles embraces color, pattern and materials in dramatic, inspiring and uniquely Brentano ways. From A to Z, the Cornerstone collection pairs rich materials with bold patterning. Large-scale Ambrosia’s 34inch vertical repeat couples the cool, luxurious sheen of a viscose-weft satin with a hot flame stitch. Contrast that with Zigrino, a unique upholstery that marries the tough, pebbly look of shagreen with the softness of a viscose velvet. Both new 54” patterns pass 50,000 double rubs (Wyzenbeek, Cotton Duck) for dramatic, durable interior installations.
March 2016
PROFILE
10 HTE
Brentano welcomes spring with colorful collection Cornerstone adds new stripes and a velvet with the largest color line to date
W
heeling, IL. — Always a color leader, Brentano welcomes spring with a colorful collection of 21 textiles for residential, hospitality and contract interiors. The new spring 2016 Cornerstone collection embraces color with an artful stripe, Regalia, available in eight colorways, and the 39 beautiful colorways of Gem, a cotton velvet. Both offer designers rich, saturated colors with lustrous materials and contract-level abrasion resistance. “We’ve spent the last year reflecting on our direction and look, and this year we’re laying a new cornerstone with products that represent what we do best at Brentano. People love our colors, and you’ll find several color-driven patterns in this collection: stripes like Regalia and a new cotton velvet [Gem] with our largest color line to date — 39 colorways!” said Design Director Iris Wang.
March 2016
PROFILE
14 HTE
Prepare for spring with Linens curtains March 2016
15
L
inens, a respectful brand in home textiles, has been carrying elegant colors and designs through its curtain collection which has hundreds of alternatives addressing to all styles. Renown for its lines changing and enriching living spaces, Linens draperies make an elegant spring touch on homes. Making home shopping a pleasure Linens offers special choices for all parts of homes from bedrooms to sitting rooms, from salons to kitchens, with its elegant collection reflecting seasonal trends. Having background, tulle and roller blind groups Linens curtains are eye-catching especially with powder, beige and gray colors. The brand adds an elegant interpretation with digital printings and soft and velvety mixtures.
EVENTS
18 HTE
HOMEDECO Kazakhstan opens in Almati
10th international home textile for drapery, upholstery, furniture, decoration & accessories fair attracts Turkish interest more.
T
he 10th International Exhibition for Home Textile, Houseware and Interior Design Trade Fair, Homedeco Kazakhstan will take place between March 27-30, 2016 at Atakent Exhibition Centre in Almaty in order to showcase the latest trends set in the industry. As the leading business platform in AlmatyKazakhstan focusing on home textile, house ware and interior design industries,�Homedeco� had opened its doors for the 9th time to the industry professionals and the general public on 29-31 March, 2015 at Atakent Exhibition Center, Pavilion 10.
March 2016
19
During three days of exhibition, about 60 local and international direct exhibitors showcased their latest trends in home textile, house ware and interior design industries on a net exhibition gross area of 4000 sqm to an audience of 4500 industry professionals and the general public. In 2015, Homedeco welcomed exhibitors from 5 different countries: Kazakhstan, Turkey, South Korea, India & Uzbekistan. This year it is expected that the fair will attract more buyers and sector representatives because of the changing balances in the eastern market. Kazakhstan has the 9th biggest landscape in the world (2.7 million sqm). Almaty is the commercial hub of Kazakhstan with the largest trade potential in the country. Kazakhstan is very rich in terms of underground resources like Petroleum and Uranium, besides a partially developed country in the field of agriculture. Kazakhstan exports are only limited to the raw materials to the main industries. Since Kazakhstan is very limited with the production inbound, and very dependent upon imports, it is indeed a great market and has a great potential almost for all the industries for finished products. Kazakhstan’s general imports were equal to around 42,81 billion USD in 2012. Homedeco attracted visitors from the following cities: Almaty, Shymkent, Aksu, Aktau, Aktobe, Astana, Balkash, Karaganda, Kaskelen, Kokshetau, Kyzylorda, Kostanai, Pavlodar, Rudniy, Semey, Talgar, Taraz, Ust Kamenogorsk, and out of Kazakhstan; Turkey, India and Russia.
EVENTS
20 HTE
Exhibition Themes • Curtains, tulles, decorative trimmings & embroidery
• Arts and accessories
• Jacquard curtain fabrics
• Furniture
• Woven curtain fabrics
• Flooring
• Cotton fabrics
• Lighting
• Decorative curtain accessories
• Wall coverings
• Decorative & upholstery fabrics
•Table and kitchen textiles, paper napkins
• Bedding & bathroom textile
• Bar and beverage utensils, cooking, roasting
• Bedspread covers
• Baking utensils, cutlery, knives
• Bed sheets
• Glassware, porcelainware, ceramicware,
• Tablecloths
• silverware, metalware, plasticware
• Towels and bathrobes
• Household appliances, cleaning appliances
• Rugs, mats
Hand crafts, gift items, and personal accessories
March 2016
PROFILE
24 HTE
Trevira GmbH & Trevira CS: Business, activities, projects Trevira GmbH 2015: success with specialties Following a phase of strategic rebuilding lasting several years, polyester manufacturer Trevira is moving in calmer waters. Five years on from joining the Thai Indorama Ventures PCL, it can look back on a good year in 2015. At some 250 million euros turnover is similar to that of the previous year. Sales volumes were by and large as forecast. Pleasing progress was recorded especially with business in specialties such as low-pill apparel fibers, PLA fiber types for technical applications, and flame retardant fibers and yarns (Trevira CS). Trevira fibre production - © Photo: Trevira GmbH
The principal customers for flame retardant Trevira fibers and filaments continue to be manufacturers in Europe, especially in Italy, Germany and Turkey. In China and the USA Trevira is intensifying projects to network downstream stages in the supply chain. In particular these aim to grow sales of Trevira CS materials and enhance awareness of the Trevira CS brand. In its corporate image Trevira will in future document its relationship with its majority owner Indorama Ventures and the company logo will bear the addition “An Indorama Ventures Company“. The close collaboration with the parent company and sister firms is marked by mutual support in all sectors and is also reflected in projects such as joint appearances at trade fairs. Trevira filament production - © Photo: Foto-Werner
March 2016
Events
25
Trevira made an appearance at the European trade fairs in the sector (Heimtextil and Techtextil in Frankfurt, R+T in Stuttgart, Münchner Stoff Frühling, MoOD in Brussels and at the Independent Hotel Show in London). It was also represented in the Middle East, in Asia and in the USA: at the Big Show in Oman, Hospital Build in Dubai and at Intertextile in Shanghai, where the Trevira CS China Day once again took place, involving representatives from European fabric houses and local interior designers and architects. In addition, Trevira brought together for the fourth time European weavers and North American textile suppliers at the Trevira CS Jobber Day in New York. For 2016 Trevira plans to make a first appearance at Orgatec in Cologne, an opportunity to present the wide range of Trevira CS textiles for the workplace environment. At this year’s Heimtextil Trevira will have a new stand concept. The framework of this involves seven so-called “Labs“, which stand for product innovation and development. Five Labs are based on the entries for the 2016 Trevira CS fabric competition and further submissions of customer fabrics, reflecting current market trends (see the separate report below). Lab No. 6 is devoted to fabrics in Trevira hybrid yarns with low-melt components and in Lab No. 7 visitors can learn something about the services on offer from Trevira laboratory services.
Global expansion of the brand Trevira has taken a further step to push on with the globalisation of the Trevira CS brand. Trevira is widening its previous policy for cooperation between Asiatic manufacturers and Trevira CS Club members with Gold-/Silver status. Previously Asiatic manufacturers have only been authorised to use the Trevira CS brand in their own domestic markets and/or sell Trevira CS textiles solely for retention in Asiatic countries. From now on they will be able to do this in export markets outside Asia as well. A precondition is that sales are made to a Trevira CS Gold-/Silver customer. This means for instance that a European fabric supplier or manufacturer with Gold-/ Silver status can obtain Trevira CS textiles from certified Asiatic manufacturers who have applied for global brand use and are recognised by Trevira. The stringent quality criteria for Trevira CS fabrics remain unchanged. Trevira will in future carry out further brand controls to ensure maintenance of the high quality standard of Trevira CS collections that have passed tests based on the Trevira trademark guidelines.
Trevira CS fabric developments made from hybrid yarns with a low-melt component – © Photo: Trevira GmbH
PROFILE
26 HTE
The 15 winner fabrics – © Photo: Trevira GmbH
Multifunctional yarns: drivers of innovation
A winner for interior designers/furnishers
Of new developments the one that stands out is the ongoing trend towards spun-dyed products and materials in hybrid yarns with a low-melt component – there is a real innovative leap in new developments of acoustic and sunscreen textiles: a sector where Trevira has an extensive range of yarns available.
At Heimtextil Trevira is raffling ten annual fees to the Initiative Textile Räume e. V.: Designers and furnishers visiting the Trevira stand at Heimtextil cannot only inspect closely the latest fabric creations in the five “Labs“ of the Trevira CS fabric competition. They also have the chance to win a one-year supporting membership for the Initiative Textile Räume (ITR). As a founder member of this sector platform, the fiber manufacturer is seeking with this action to make designers aware of the opportunity to join the Initiative’s #GibDirStoff campaign and also to benefit from special services. Designers/furnishers who support the campaign will for instance be listed in the dealer search currently under construction on the “GibDirStoff“ website (www.gib-dir-stoff.com). In future end users will be able to access details about shops in their vicinity.
In fibres the main focus of new products is to be found in customer-specific qualities. Here too spun-dyed staple fibres are increasing in importance as substitutes for yarndyed articles.
Project “Unheard-of hotels“: Trevira participates in Fraunhofer Initiative to improve acoustics. As quiet rooms and hotels rate highly in the wish list of hotel guests, badly soundproofed rooms are likewise on their complaint list, and the Fraunhofer Institute recognizes the need to improve the entire acoustics within hotels. The initiative aims to characterise and further develop products that can provide better acoustics, and to work out effective solutions that are practicable and economic. Along with improved acoustics in guest rooms, the initiative also covers meeting rooms, wellness and reception areas in hotels. In the initiative Trevira represents its partners who offer Trevira CS fabrics with sound absorbing effects that can optimize room acoustics. At the moment data are being gathered and assessed, with initial results expected to be published in the first half of 2016.
#GibDirStoff is a consumer-oriented communication campaign setting out to increase the motivation to use textiles in interior furnishing. In the medium term the aim is to boost turnover in home textiles and in the long term to secure the future of the sector.
Pleasure in textile experimentation with Trevira CS Fabric Creativity Competition No. 4: The Winning Fabrics 2016 In November 2015 Trevira invited suppliers of Trevira CS fabrics to participate in a creativity competition with their latest developments. This was the fourth such event to be arranged within the framework of the Trevira CS customer club. This year’s competition had a new element:
March 2016
27
The Jury (f.l.t.r.): Natalija Zimmermann (BZ.Bildung-Beratung-Innovation, Leipzig) Prof. Bettina Göttke-Krogmann (Burg Giebichenstein – Kunsthochschule, Halle) Claudia Herke (Stilbüro bora.herke.palmisano, Frankfurt) – © Photo: Trevira GmbH
Participants were asked to submit their entries in one of 5 categories that reflect both current market trends and highlight the great degree of quality, innovation and functionality found in Trevira CS materials available on the market. With each entry suppliers make comes the possibility of gaining points in the Trevira CS Club, while a place in the first three winners of each category generates considerable additional Club points. Suppliers entered almost 150 fabrics and from these a specialist panel selected 15 winners, which received pride of place on the Trevira stand at Heimtextil 2016. The panel was made up of Prof. Bettina Göttke-Krogmann (Burg Giebichenstein - Kunsthochschule Halle), Claudia Herke (stilbüro bora.herke.palmisano, Frankfurt) and Natalija Zimmermann (interior designer and stylist, BZ.BildungBeratung-Innovation, Leipzig).
The wealth of fabric creations entered reflects the continuing pleasure in experimentation shown by textile designers in their development of high-quality textiles. Working with the wide range of flame retardant yarns from Trevira and its partners in the fields of spinning, texturizing and twisting, they create products which, according to their use, can display innovation in looks, textures and functions. The new Trevira CS qualities are often the outcome of extensive product developments. Trevira is taking up this theme at Heimtextil and presenting the winning fabrics in 5 “Labs“, each of which stands for definite and characteristic properties, which are frequently paired with special functions.
PROFILE
30 HTE
Perdemax offers innovative products to the curtain sector
All kinds of styles, designs and implementation have been kept in the forefront at Perdemax modern curtain systems
March 2016
31
L
ocated in Istanbul, Perdemax company is an experienced business producing, marketing and selling a wide range of innovative curtains appropriate for modern decoration style. The company conducts R&D studies to develop the best products to respond the needs of the sector in domestic and international markets. Perdemax has an experienced and talented staff to produce and offer high quality and modern curtain systems working with a principle of customer-satisfaction focused. “We have a vision to be a leading company in the field of modern curtain systems in Turkey and to be the first brand to be remembered as a solution partner in international platform in the sector,” says an official of the company. “Our aim is to offer the most competitive products in quality and price and to develop most innovative products for our customers. We have a respectful total quality understanding starting from raw materials, going through production up to delivery and after sale services.” Having a wide range of fabrics for mechanic curtain systems such as roller blinds, Zebra, folding Zebra, silhouette curtains, etc., in its collection Perdemax has constituted a great warehouse in line with the needs of the sector in this field and has been selling wholesale fabrics to the mechanism curtain manufacturers from its stock without any waiting term. In addition to fabric wholesales the company has a high manufacturing capacity and has no direct trading activity with curtain stores but making contract manufacturing for some leading brands and exporting ready packages to foreign markets. The company has the brand name “PERDEMAX registered by the Turkish Patent Institute and has training and necessary certificates to increase product quality.
EVENTS
32 HTE
Heimtextil hosted 211 Turkish exhibitors in 2866 total
H
eimtextil, world’s largest home textile fair held in Frankfurt, Germany, hosted 2866 companies from 69 countries including 211 companies from Turkey. Hasim Buyukbalci, general coordinator of TETSIAD, Turkish Home Textile Industrialists and Businessmen Association, pointed out that number of Turkish companies in the event is growing year after year. The fair is an important opportunity to promote Turkish home textile products to international markets. Professional buyers and buying committees from all over the world meet with their counterparts, participants and visitors to seek opportunities for better business deals. Turkish companies were the fifth largest group in the fair in terms of number of participants and cover the second largest space after German firms.
Hasim Buyukbalci said on the occasion, “Unfavorable developments in neighboring countries caused some problems for home textiles industry in Turkey. We also trying to overcome the problems caused by recent events in Russian market and to shift exports to German market. We begin to get results of our efforts. Getting and reaching new market to balance the loss in exports is our main target these days. Turkish home textile industry ranks at the forth place in the world. We have a strategy to grow more in the American market. We aim to increase the share of high value added products in our exports to European countries. We also seek new markets. Japan is important for us in this regard. We collaborate with ITKIB in order to participate nationally in Interior Lifestyle Fair that will be held in Tokyo by Messe Frankfurt. We got the permission
March 2016
HTE 33
EVENTS
for national participation and heavy demand. Economy Ministry supports 70 percent of costs for the participation in this fair. Though it seems hard to enter the market, Japanese market will bear fruits in the future as a result of our efforts. Besides these, African continent, especially South Africa is among our target markets list.” The fair was held with a clear increase in the number of exhibitors and visitors. Over 69,000 trade visitors (2015: 67,861) and 2,866 exhibitors (2015: 2,723) from across the world travelled to Frankfurt from 12-15 January to start the economically promising 2016 business and trade fair year together. Detlef Braun, CEO of Messe Frankfurt, was visibly satisfied with the outcome: ‘The world world of textile interior design came to Frankfurt and the increase in exhibitors and visitors alike speaks for itself. The positive economic indicators also boosted discussions between suppliers and purchasers. Heimtextil has thus impressively consolidated its position as the top global meeting place for the industry’. This statement was confirmed by Cristobal Montero Alvarez, purchaser at Europe’s biggest department store chain El Corte Inglés: ‘For us, Heimtextil has been the most important trade fair when it comes to the purchase of home and house textiles for a number of years. No other trade fair offers such an international range of exhibitors. The quality and price of suppliers at Heimtextil appeals to us. This year, we were particularly impressed by the new technical solutions in the sun protection segment’.
EVENTS
34 HTE
Increase in exhibitors and visitors boosts Heimtextil
March 2016
HTE 35
EVENTS
More international exhibitors than ever before
Growing product segments
Heimtextil in Frankfurt is by far the most international event of its kind. ‘From northern Europe to South Africa, from America to Asia: visitors to Heimtextil come from across the world and all of them want to see the latest trends in the textile market’, summarizes Paola Ribera of the décor and furniture supplier Texathenea from Spain. As was the case last year, 68 per cent of trade visitors came from abroad. There was an increased number of visitors from Italy, Spain, Sweden, Russia, Japan and South Korea in particular at Heimtextil 2016.
In terms of products, Heimtextil was able to considerably expand its portfolio in various segments. For the fast-growing segment of décor and upholstery materials, hall 4.0 was even equipped with a new, additional hall level, where primarily high-quality exhibitors from Italy showcased their wares. Textile digital printing with all the market leaders such as Epson, Hewlett Packard, Kornit, Mimaki and Zimmer was also considerably expanded in comparison to last year. The product group “bed” with bed linen, bedding, covers, decorative pillows and mattresses was also added to. The increase in mattress manufacturers in particular, such as Rössle & Wanner and f.a.n. Frankenstolz, who were both exhibiting at Heimtextil again after several years’ absence, was warmly received by trade visitors.
However, it is not just the visitors, but also the exhibitors that form a microcosm of a global industry. 89 per cent of exhibitors (2015: 88 per cent) come from abroad. This year’s Heimtextil saw a growth in exhibitors from Europe, in particular Turkey, Italy, the Netherlands and Belgium, as well as global exhibitors from many countries including Brazil and the USA.
EVENTS
36 HTE
Jessica Schwarz, Nena, Guido Maria Kretschmer, Barbara Becker The glamour factor was once again a major element in 2016. Actress and hotel owner Jessica Schwarz was an honorary guest at the opening press conference on Tuesday, informing the public that she intends to expand her hotel in the Odenwald town of Michelstadt. On Thursday she took the opportunity to go on a purchasing tour through the halls for this very purpose. Also present on Tuesday was musician and artist Nena, who presented her new wallpaper collection at the Marburger Tapetenfabrik stand and rocked the house in the evening in front of an audience of invited guests. Ullrich Eitel, CEO of Marburger Tapetenfabrik, was inspired: ‘The collection by Nena was the main focus of our trade fair presence. And Nena herself was of course the absolute highlight. Heimtextil offered the perfect platform for this. We could experience Nena because the affinity to wallpaper was there. We’ve put Nena’s signature on the wallpaper. The Nena collection was very well received by our customers and we had the perfect start to 2016. The fringe event with Nena, i.e. the presentation at our stand, the interview and, last but not least, the concert in the evening, provided the perfect way to round off our presence. Nena garnered the full support of and inspired enthusiasm in our guests’. On Wednesday, it was star designer Guido Maria Kretschmer’s turn to be honoured in the Frankfurt trade fair halls. At the P+S International stand, he presented his wallpaper collection “Fashion for Walls” and was pleased about being there: ‘For me, Heimtextil is an excellent trade fair because it’s all about interiors and materials. It’s great to see the world coming together here and people bringing new looks and how everything is organized’. The celebrity guests’ visits were completed on Thursday by regular trade fair visitor Barbara Becker at Kleine Wolke. March 2016
HTE 37
For the twelfth time, the promotion “Heimtextil goes City” will bring trends from Heimtextil to the city centre. On Saturday 16 January at 10 a.m., the needs of all those who want to see the latest trends and products in interior design before they officially go on sale will be met. In cooperation with the Decorator’s and Upholsterer’s Guild, a total of 19 specialist shops, galleries and public institutions will present new materials, on-trend colours and designs to end consumers. The next Heimtextil, international trade fair for home and contract textiles, will take place from 10-13 January 2017 in Frankfurt am Main.
EVENTS
Heimtextil goes City
FOCUS
38 HTE
Turkish textile and fiber industry, a world brand! Turkish textile industry uses modern technology. Existence of a well-developed textile finishing industry in Turkey makes also production and marketing of highly value added, fashionable and quality products possible.
March 2016
39
T
urkey, as being one of the most prominent textile and clothing producers in the world, has the production capacity to meet almost all the raw material needs of the industry. Some part of cotton and artificial and synthetic fibers needed by the industry are met by imports. The textile and clothing industry was the first industrial sector that developed in Turkey. The establishment of customs union with the European Union gave a major boost to the industry in 1990s and it currently is the largest manufacturing subsector in Turkey in terms of production and employment.
The Turkish fabrics industry produces a wide variety of fabrics for apparel, home textiles, upholstery and technical applications. The country has large-scale fabrics companies with vertically integrated production facilities in addition to many small-sized non-integrated firms, serviced by a well-developed finishing industry. A large part of the industry is based on cotton. Turkey is the sixth-largest cotton producer in the world. Domestic output does not fully meet local demand and the country is the third-largest cotton importer after China and Bangladesh.
FOCUS
40 HTE
The fabric mills are mainly concentrated in Istanbul, Bursa, Adana, Denizli, Kahramanmaras, Izmir, Gaziantep, Tekirdag, Kayseri and Usak. Many of the integrated mills are located in Istanbul, Bursa, Kahramanmaras, Adana and Gaziantep. Contributing over 10% of the GNP, about 20% of the overall exports and generating about 15% of the total employment, the textile and apparel industry is the key industry and a major player for Turkey’s economy. According to UN Comtrade, in 2013 Turkey has become the 5th largest textile and apparel exporter globally, following China, India, Italy and Germany respectively. Turkey also enjoys being the 3rd largest hosiery and 3rd largest towel supplier of the world, as well as the largest home textile manufacturer of Europe. Gaziantep, one of the major textile regions of Turkey, produces about 57% of all machine-made carpets produced worldwide. Turkey has also been the eight largest cotton producer of the world in 2013/2014 crop year with 501000 metric/tons of cotton and forecasted to escalate to the seventh with an estimated 700000 metric/tons by the 2014/2015 crop year. With an installed capacity of around 3,5 million/tons, Turkey reaps the benefit of having the highest fiber and yarn production capacity in Europe. About 65% of this capacity accounts for cotton, 35% accounts for
March 2016
FOCUS
42 HTE
synthetic filament and 10% accounts for wool and others. Thanks to its remarkable capacity also in synthetic yarns and fibers, Turkey has become the seventh largest producer globally with an estimated annual production of 1,3 million tons in 2014. The point that the Turkish textile sector has reached today regarding quality, fashion and design cannot be underestimated.
Regional development of the Turkish textile industry Employing about an estimated 2 million people, about 1 million registered according to SSI of Turkey, and about another 1 million unregistered, with nearly 58,000 active companies, the textile and apparel industry in Turkey is concentrated around the cities of Istanbul, Bursa, Denizli, Gaziantep, İzmir, Usak, Tekirdag, Kahramanmaras, Adana and Kayseri, respectively. When the clustering activities of the Turkish textile industry is analyzed, it can be evaluated that floss, synthetic filament yarn and fabric production is clustered around Bursa, which histor-
March 2016
Havaalanı Mah. Taşocağı cd. Gerede sk. No: 10/B (Tekstilkentin altı) Esenler / İstanbul / TURKEY Tel : +90 0212 629 12 22 Cep : 0538 879 95 15 www.ekobag.net - www.ekobag.com.tr info@ekobag.net Bugünümüzü değil yarınlarımızı kurtarmak için
Ekobag
FOCUS
44 HTE
ically was the silk center of the Ottoman Empire; towel, bathrobe and home textile production around Denizli; woolen, worsted and semi-worsted yarn and blanket production around Usak; finishing and particularly circular knitted product finishing around Tekirdag; cotton weaving and finishing in Adana; cotton yarn and particularly OE-yarn in Kahramanmaras; polypropylene, nonwoven and machine-made carpet manufacturing in Gaziantep and finally circular knitting, knitwear and hosiery as well as apparel and garment manufacturing around Istanbul.
A consistent improvement in the exports of all textile related articles The continuous increase in the textile and apparel exports of Turkey over the years did not only contribute to the growth in industrial export earnings, but also contributed to the reduction of the current account deficit of Turkey. Thanks to the textile and apparel industry together, Turkey achieved export revenues worth about 29 billion USD, whereas realized imports worth about 13 billion USD and managed to reduce the account deficit by 16 billion USD within 2014. Thanks to the additional tax declaration for the imports of several textile articles that has taken effect by April 2011, the textile and fiber exports has accelerated over the last 4 years, and hit the top by the end of 2014 and the foreign trade bal-
March 2016
FOCUS
46 HTE ance has surpassed 42 billion USD. Whereas woven fabrics receive the largest share in Turkish textile exports, knitted fabrics, yarn and home textile exports also got a significant cut. Russian Federation, Italy, Germany, Romania and Spain ranked as top markets respectively when woven fabrics are considered. For the knitted fabrics, Italy, Russian Federation, Ukraine, Bulgaria and Romania led the textile export markets of Turkey. Finally, Italy, UK, Belgium, Germany and Netherlands ranked among the top importers of fiber and yarn from Turkey. On the other hand, Turkey ranked as number one importer of synthetic fibers and yarns in 2012, with about a 7,7% share in total world imports ahead China. Fiber and yarn imports account for one-third of Turkey’s total textile imports. Whereas Turkmenistan, Egypt and Uzbekistan get the biggest share of Turkey’s cotton fiber and yarn imports, China, India and Vietnam lead the list regarding synthetic fiber and yarn imports.
Textile industry received even more support from the government in 2014 The government granted about 8 billion USD worth investment incentive to the textile sector within the period of April 2011 and July 2014. Only 1,5 billion USD investment incentives was provided within the period of January 2014 and July 2014. Here, we should point out that the man-made fiber industry continued to suffer with regard to incentives due to the legislations of the Customs Union and EU. The support instruments provided to the overall textile industry within 4 different investment incentive schemes included VAT exemption, customs duty exemption, tax reduction, social security premium support (both employer’s and employee’s share), income tax withholding allowance, interest rate support, land allocation and VAT refund. However, the foreign direct investment (FDI) flows
March 2016
FOCUS
48 HTE
within the textile industry appeared to be at very low levels. Last but not least, Turkish government strongly outlined its support dedicated to the textile industry in the tenth fiveyear development plan covering 2014-2018 period, which was approved in the Grand National Assembly of Turkey on July 2013, and within the plan the supporting of the transformation of textiles, clothing and leather sectors into a structure; where firms are customer-oriented, innovative, environment-friendly, effective in marketing and production channels, able to enrich their productive features by speed and flexibility and able to create their own design, collection and brands, were highly emphasized.
Turkish textile industry offers significant benefits to the European markets Today, the Turkish textile industry is pointing the way and opening up new perspectives for the world, particularly the European textile industry. There are a large number of competitive advantages making Turkey such an important textile location for Europe. Geographical proximity of Turkey to the European markets is of utmost importance. That not only contributes to shorter delivery times of two to three weeks compared to two to three months in China, but it also helps the Turkish textile manufacturers to respond quickly to the challenging demands of the European customers. The state-of-art textile infrastructure in Turkey helps meeting diversified product ranges with high-value added products. The well-trained and highly skilled workforce of the Turkish textile industry equipped with an immense know-how and a global mindset also attracts the European customers. The manufacturers ensure a full compliance with internationally accepted ecologic standards. Last but not the least Turkey has become a full member of the Customs Union in 1996, after a 22-years of transition period. Thanks to all these unique features of the Turkish textile market, today it has become a major sourcing country for many global European brands such as Esprit, H&M, S. Oliver, Adidas, Zara and Hugo Boss, whose subsidiary in Turkey has become one of the largest companies of Turkey in 2013.
March 2016
49
A short glance to the development of synthetic fiber and yarn industry in Turkey Despite the fact that first cellulosic fiber (viscose) production had begun in state-owned Gemlik Sungipek factory in 1938, the manufacturing of synthetic fibers started after the 1960s. Sifas, located in Bursa, achieved the first-ever synthetic yarn production in Turkey in 1964 under Turlon, which has become the first registered Nylon-6 yarn brand of the country. SASA, Turkey’s first petrochemical company integrated polyester fiber production in Adana in 1966. SASA, today still maintains its leading position in the synthetic fiber industry with a 44% market share in Turkey. AKSA’s establishment in 1968, to meet the demand for acrylic
fabric in Yalova has become another milestone in manmade fibers manufacturing history of Turkey. Whereas the share of polyamide fibers was higher in the beginning, later the share of acrylic and polyester surpassed the polyamides. Today, Bursa meets more than 70% of the synthetic fiber production in Turkey only by itself. SUSEB, Union of Artificial and Synthetic Fibers, an NGO established to preserve the rights of man-made fiber manufacturers is also settled in Bursa. Most of the yarns further processed within Turkey, which include finishing, dyeing, heat-setting, etc. thanks to its’ outstanding position in textile finishing. Textile finishing industry of Turkey, ranks second globally after China with more than 600 active companies.
FOCUS
50 HTE
Turkish synthetic fiber industry hit by MFA and China’s WTO membership MFA (The Multifibre Agreement) signed in 1974 became the first major blow struck the Turkish synthetic fiber industry. Following the abolition of MFA in 2005, also the global textile quotas were eliminated. Turkey took the advantage of this somehow on one side, but however this also contributed China, who was granted a membership of WTO in 2001, to dominate the world markets. In this regard, Turkey has currently imposed several anti-dumping taxes on the imports of textured yarn of nylon or other polyamides (measuring per single yarn more than 50 tex) from China, polyester textured yarn from China, Indonesia, Malaysia and yarn of certain staple fibers from Malaysia, Pakistan, Thailand and Vietnam. The anti-dumping taxes currently in force still don’t appear to be sufficient for the Turkish yarn market on one hand according to the synthetic yarn manufacturers and however, on the other hand, China’s WTO membership, which is Turkey’s main competitor both in natural and man-made fibers, becomes a major issue when it comes imposing new duties and also keep implementing the existing ones.
March 2016
FOCUS
52 HTE
Critical EUR/USD rates threatens the synthetic fiber manufacturer Insufficient domestic capacity in producing the raw materials is another major hurdle of the Turkish synthetic fiber industry. When we consider the cost structure of the synthetic fibers, we clearly see that about %60-70 of the costs result from the raw materials. Herein, manufacturers those achieved diversifying their products could somehow considered a step ahead. Producing most of her specialty products based on DMT and starts with Px, SASA, could be given as a perfect sample in this regard. Having a DMT capacity of 280.000 ton/year and a polymer capacity of 350,000 ton/year including PTA-based production, SASA stands out as the largest polyester fiber and yarn manufacturer of Turkey with 150.878 tons of polyester fiber and 4.077 tons of polyester yarn production in 2014. However, Today’s most common synthetic fiber, polyester is mainly composed of purified terephthalic acid (PTA) and mono-ethylene glycol (MEG), which are domestically produced by PETKIM. However, PETKIM has an annual production capacity of 89,000 tons of PTA and 70,000 tons of MEG respectively. In view of the fact that PTA is not only a raw material for polyester fibers, but also used as a raw material for PET bottles, polyester resins and films for the packaging industry, PETKIM falls short in meeting the requirement of the polyester fiber manufacturers. Just to give another example, whereas a part of acrylonitrile, the basic raw material of the acrylic fibers, which today used as an outstanding replacement for wool, is today manufactured by also PETKIM, all the required vinyl acetate is imported.
March 2016
FOCUS
54 HTE
This obliges the synthetic fiber industry to import a significant amount of chemicals particularly from China. Within this perspective, recently EUR/USD rate has became one of the major challenges that the sector is struggling to cope with. The manufacturers, who principally import their raw materials in USD, realize their exports particularly to the EU zone in EURO. Falling of EUR/USD rate to the lowest rate of the last 10 years within the first week of March significantly increasing the input costs and decreasing the export revenues of the manufacturers accordingly.
Risks of over and unstable growth particularly in PP BCF yarn manufacturing Sales models with long payment targets appear to be major risks for most of the small and medium sized enterprises in the textile industry of Turkey, who particularly invest through bank credits. This also brings the risk of over and unstable growth at the same time. There are a remarkable number of companies in Turkey those keep carrying on the business through accommodation bills, which could likely become a significant risk when the shoe is on the other foot. March 2016
55
Whereas, sales models with long payment targets bring additional benefits to the companies having a huge capital stock, it brings the risk of bankruptcy to the companies depending on bank credits to keep their business.
Sudden decrease in oil prices Having lost a significant advantage to a certain extent with the currency rates, Turkish synthetic yarn manufacturers somewhat enjoyed the decrease in the oil prizes on the other hand. The brent crude oil per barrel that was traded at the levels of about 110 USD in May 2014 was being traded at about 60,5 USD levels by February. However, the sudden decreases of the raw materials in the sector and the nervousness due to the prospects for even more decreases resulted with an unexpected recession in the last quarter of 2014.
Negative impacts of the global framework conditions When today’s volatile economic platform of especially the neighboring countries, where Turkey particularly realizes significant amount of its’ textile exports, Turkey not only obliges to achieve to diversify its product range, mainly in technical textiles field, but to diversify its’ export markets as well. First and foremost, Russian Federation, which used to rank as Turkey’s number one export market, fell to the second place with about 25% decrease in 2014, mainly due to the business confidence and investment initiatives has fallen to the lowest level and accordingly the domestic consumption and industrial production decreased based on it’s crisis with Ukraine. All together has also
FOCUS
56 HTE
resulted with a significant loss in the value of ruble against major currencies. Iraq has become another critical export market, where alarm bells start to ring, because of the increasing domestic conflicts in the recent period, and ISIS has seized the total control of the north part of the country. The ongoing civil wars in Syria, the political crisis regarding the sharing of oil revenues, bankruptcy of Greece are some of the major concerns in the upcoming period regarding not only textile industry, but also the whole manufacturing industry. Meanwhile, China, which has a substantial impact on the cotton prizes, stopped cotton imports in order to decrease the existing stocks, and this accordingly resulted with a decline in the cotton prizes. This somehow affected all the textile industry not only Turkey, but worldwide.
Turkey still maintains its competitiveness compared to the major textile markets However, Turkish textile industry still maintains its competitiveness in many aspects today, when today’s textile markets are considered. Turkey scores almost excellent points for the EU regarding commercial aspects such as flexibility, geographical proximity, language and culture, design
March 2016
Hall 1 F13
Riskulova 89 Almaty/Kazakistan T: +7 727 253 0 252 info@zugohome.com
info@oguzlartekstil.com.tr
FOCUS
58 HTE
and fashion compared to the major textile locations such as China, India, Pakistan, Bangladesh and Indonesia. Regarding industrial factors such as raw material supply and modernization of the machinery Turkey is almost even with China, and a lot more competitive than the rest. When general key factors are considered whereas China only surpasses Turkey in accessing to capital, Turkey excels in energy and transaction costs, transport, lead-time and infrastructure. The labor costs is the major handicap in this sense. According to the latest labor cost comparison in the textile industry initiated by Werner International in 2011, Pakistan is the most competitive in this respect, which followed by Vietnam and India. Turkey, with a labor cost of around 4,50 USD/h, almost more than doubled China having a labor cost of around 2,10 USD/h in 2011.
However, this margin has been closing down in the recent years, as the labor costs in China is continuously and tremendously increasing. Overall, Turkey has not only a locational advantage for the EU, but it also distinguishes itself from other competitors with a number of remarkable features.
Turkish textile and apparel industry, full steam ahead towards 2023 targets Textile and apparel industry significantly acts as one of the key industries to support achieving the target to increase Turkey’s total exports to 500 billion USD by 2023, in the 100th year of the foundation of the Turkish Republic. For this impressive milestone, textile and apparel industries
March 2016
Bringing you Producers of Upholstery + Window + Wall coverings + MoODyarns
creative textile & surface design show
6-7-8
September
2016
>> new location Brussels
www.moodbrussels.com www.indigobrussels.com
MoOD & Indigo Brussels by Textirama vzw Poortakkerstraat 9d BE-9051 Ghent, Belgium Phone +32 9 243 85 50 info@moodbrussels.com
FOCUS
62 HTE
set their targets at 20 billion USD and 50 billion USD, respectively. Despite all the drawbacks and negative effects, Turkish textile and apparel industries proceed through this amazing target step by step. Thanks to the ongoing government stability since 2002, Turkey succeeded to overcome most of the barriers. Turkey will experience an important election period in June 2015 that will determine the new government for the next 4 years. Provided that the ongoing stability continues, what’s more the new government could achieve preparing the long waited new constitution, market diversification could be achieved, the continuously observed development in the technical textiles field would continue, the roadmaps of this target could successfully be implemented, these targets are definitely open and would be reached even before 2023.
DEVELOPMENT OF EXPORTS-IMPORTS OF MAN-MADE FIBERS OVER THE LAST 15 YEARS
in 1,000 USD
Exports
Imports
2014 2013 2012 2011 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2000
3229834 3071425 2856378 2781677 2370422 2023964 2371602 2301384 2070726 1857304 1721968 1405852 1155901 1110386 1097841
4525194 4265106 4396510 4474541 3774997 2763614 3190416 3455441 2554761 2257212 2182132 1812397 1608734 1116283 1359930
Foreign Trade Balance -1295360 -1193681 -1540132 -1692864 -1404575 -739650 -818814 -1154057 -484035 -399908 -460164 -406545 -452833 -5897 -262089
Foreign Trade Volume 7755028 7336531 7252888 7256218 6145419 4787578 5562018 5756825 4625487 4114516 3904100 3218249 2764635 2226669 2457771
Rate of exports meeting imports 71% 72% 65% 62% 63% 73% 74% 67% 81% 82% 79% 78% 72% 99% 81% March 2016
PROFILE
66 HTE
Celik Tekstil grows in export markets M anufacturing a wide range of home textile products Celik Tekstil has been supplying quality products over two decades. The company has been exporting to eastern and western markets and aiming at diversifying its markets. We asked their success story to Isa Celik, general manager of the company. The interview follows:
March 2016
Will you brief us about the past of your company? Founded in Istanbul in 1996 to take Turkish home textile products at better positions in the world markets, Celik Tekstil started to export it products. Having their own original patterns and motives on their products, now sells its products in more than 300 stores in the country and in 200 stores in 35 countries in abroad.
On product groups and production capacity We produce fabrics for bed covers, digital pressed bed sets, towels, bathrobes, tablecloths, etc. Our monthly capacity is 1.4 million meters.
Info about exports and target markets We have been already in Caucasus, the Balkans, North Africa, East Europe, and Middle East. Central and south Africa, Middle East and North America are our target markets for exports.
67
PROFILE
68 HTE
On customer satisfaction policy The best way to satisfy the customers is to know more about them. It means having knowledgeable about the traditions, fashions, culture, living standards, and market conditions in related countries. Also we have to offer them the best products produced on Turkish standards.
On participation in international fairs We participate in many international fairs. There are several efficient fairs held in North African region. Besides the trade fairs are organized in European countries in which we find opportunity for either direct or indirect contacts with professionals representing supermarket, shopping malls, stores and tradespeople.
On your plans for 2016 In 2016 we, as Celik Tekstil, aimed to reach wider markets in the world through our powerful and global network.
Do you have any additional comment on your activities and about the industry? Textiles have been regarded as second class industry in the development of countries. However, we believe that having value added products and powerful brands are more important to close the gap of foreign currency balance in national economy. Selonya – Eyfel Filinta – Palas
March 2016
EVENTS
70 HTE
A successful start to the new year for the industry F
rom 18 to 24 January 2016 at imm cologne and LivingInteriors, a total of 1,185 companies from 50 countries presented the trends in furniture and furnishings for the coming year. Buyers from the trade with decision-making authority made for a dynamic trade fair during the first five days. With around 80,000 trade visitors from 128 countries, the event recorded a slight increase (4.8 percent) in trade fair visitor numbers compared to 2014. The proportion of visitors from abroad was 46 percent (based on the trade visitor days). The development in the number of visitors from overseas was positive, while the trade fair duo recorded an especially significant increase in the number of visitors from Europe. “This outcome shows that imm cologne is unmatched as a business event for the global furniture and furnishings industry”, said Gerald Böse, President and Chief Executive Officer of Koelnmesse, summing up the event. “This is where the world comes together to do business, which offers a lot of new opportunities for export-oriented companies. At the same time, this fair duo has proved once again that business and creative inspiration are not mutually exclusive”, Böse continued. “imm cologne was a wonderful furniture show and has got us off to a very successful start to the 2016 furniture year. With so many new products and ideas, innovations and great models in all price ranges, we are confident
March 2016
71
80,000 trade visitors from 128 countries
EVENTS
72 HTE
that the German furniture industry will achieve another increase in sales this year”, added Dirk-Uwe Klaas, Managing Director of the Federal Association of the German Furniture Industry (VDM). This was confirmed by Hans Strothoff, President of the Federal Association of German Furniture, Kitchens and Furnishing Retailers (BVDM): “This year’s imm cologne really stimulated a keen interest in furniture. Rarely has the mood in industry and trade been so positive as at this fair. Wherever you looked, only smiling faces and great optimism. imm cologne has really catapulted the industry into the new business year with a swing.” The atmosphere among visitors was characterized by business, networking and the search for trends. In the past few years, imm cologne has raised its international profile, not just among exhibitors, but also among visitors. 2016 saw a significant increase in buyers from Europe, primarily from the Netherlands, the United Kingdom, Spain and Austria. The event also registered a clear increase in the number of visitors from overseas, especially from the USA, China and India. Including estimated figures for the last fair day, a total of 120.000 visitors were inspired by the interior design worlds. In addition to the products on show, the highlights of the 2016 trade fair once again included “Das Haus – Interiors on Stage”, a walk-through simulation of a home, which was designed this year by Sebastian Herkner, and the “Smart Home” special exhibition at LivingInteriors, where numerous companies showcased solutions for a cleverly networked home that are already available today.
March 2016
73
1.185 exhibitors from 50 countries, 70 from Turkey
EVENTS
74 HTE
Trends at imm cologne/LivingInteriors 2016 Homes are becoming homier once again Cosiness and a feeling of security are increasingly important in the home. There is also a clear enthusiasm for new combinations. Along with furniture and decorations, accessories and home textiles that suit people’s preferences when used individually are combined freely. The result is homes that are as unique as their inhabitants.
Mid-century design is booming Across all product sectors, a striking number of furniture designs are reminiscent of those from the 1940s through the 1960s. These designs make efficient use of materials, have delicate features and are lightweight and above all smaller. The trend can be explained by the smaller living spaces available in city homes, though also by a general sense of nostalgia. Like an old friend, sleek mid-century furniture proves its value in uncertain times. March 2016
75
Significant increase in visitors from Europe
Natural materials are on the rise Wood, glass, stone and metal: natural materials are particularly popular. In addition to the large proportion of wood used, for example in tabletops, chair and table frames, valuable natural stone is an increasingly common material in tabletops. Popular varieties include the European classic “marble� as well as exotic South American stone with particularly unique veining. The use of tree bark in wall decoration is another trend on the horizon. The next imm cologne will be held from 16 through 22 January 2017 in Cologne – together with LivingKitchen, the international event for all topics related to the kitchen.
PROFILE
76 HTE
Ekobag, an experienced designer and producer of bags and packages
G
eneral manager of Ekobag, a supplier of bags and packaging materials for several industries, introduced his company.
Can you brief the history of your company? Started in 2009 to produce printed packaging materials our company has expanded its product varieties almost all fields of packaging industry. Presently, we supply printing, pressing, pvc, non-woven, raw canvas, interlining cloths for variety of needs.
What about your product lines and production capacities? In printed products we offer services at every field, home textiles, cosmetics, fair activities etc. We have no capacity limitations and have a different production tactic. We also have a high grade of experienced quality control staff. March 2016
77
What production facility do you have? We have a well-equipped facility in terms of both labor and equipment for the production of our line of products and have the structure and knowledge to respond to all extra needs.
Please tell us about your export markets and targets. We have served to many companies in Turkey; among them are Karaca Home, Watsons, Hayrat, THY, etc. We contacted wit several companies in their preparations for fair event. We are open new markets, ready to serve when needed.
What is your customer satisfaction policy? We work as customer and solution centered company. We dedicated ourselves to produce complete customer satisfaction.
Are you participating in international fairs, and can you comment on importance of trade fairs? By now we never participate in any international fair. We wait to be explored as a hidden treasure.
What targets do you have for 2016? We wish that the year 2016 would be a year of attack and expansion. We targeted to reach out the highest grade of companies to serve them.
What additional comments would you like to share with our readers? Our sector is one of the fast growing sectors and variety of companies is contributing to each other. We want to establish bridges among the companies to produce newer products. We are able to determine the common points among industries and find the needs in the industry. With supports of our R&D activities we want to expand our horizons even more.
EVENTS
78 HTE
CIFF umbrella covers a number of prestigious events First phase of CIFF (China International Furniture Fair) for home, 18-21 March 2016. The second phase of CIFF for office and commercial areas, 28-31 March 2016.
March 2016
79
Homedecor & Housewares, Hometextile and Outdoor & Leisure fairs, 18-21 March, 2016.
C
IFF (China International Furniture Fair), the world’s largest furniture fair in 2016 will be held both in the China Import & Export Fair in Guangzhou, in March (2 phases), and in the new National Convention & Exhibition Center in Shanghai, in September. The 37th CIFF (CIFF 2016 March) will be enlarged to the scale of 750,000sqm. There will be more than 4000 exhibitors from over 32 countries and districts and professional visitors from over 190 different countries and districts taking part in CIFF. Turkish companies take part in both phases. The first phase hosts usually Turkish mattress and furniture manufacturers while the second phase covers mattress ticking, mattress, furniture sub industry and similar Turkish companies. The numbers speak for themselves! When the first phase, the second phase and the September editions of the fair are considered, the total exhibition area of CIFF 2016 will be higher than 1.15 million m2, occupied by 5,000 exhibitors from 30 countries. Professional visitors will be more than 250,000, from more than 200 countries.
EVENTS
80 HTE
The first phase of CIFF 2016 March in Guangzhou will be held on a huge area of 370,000 square meters, March 18-21 under the theme of “Whole-HomeDecor” including Home Furniture, Homedecor & Housewares, Hometextile and Outdoor & Leisure, reflecting the extension from indoor furniture to outdoor leisure living as well as the evolution from single furniture display to integration of interior decoration with furniture, home decor and home textiles. The fair will host a complete range of solutions, starting from a single piece of furniture to the whole environment; from modern to classical style, therefore reflecting the evolution and integration of decoration in furnishings: home furnishings, outdoor and leisure-time furniture, accessories and decorations for the home and furnishing textiles.
The second phase of the fair, to be held 28-31 March 2016, will show up: office furniture, hotel furnishings, accessories, metal furniture, waiting areas, furniture for public spaces, as well as machinery and raw materials, therefore proving again to be the only trade fair in Asia complete in offer. Founded in 1998, China International Furniture Fair, famous as CIFF, takes place semi-annually in Guangzhou in March and in Shanghai in September. With the successful experience of past 36 sessions, CIFF has been well accepted as the Weatherglass of China’s Furniture Industry, Asia’s Furniture Sourcing Center and the No.1 Platform for the World Class. In 2016, the annual exhibition scale will reach 1,150,000SQM with the participation of over 5,000 quality exhibitors and 250,000 professional buyers from about 200 countries and regions.
March 2016
81
The 38th China International Furniture Fair (Shanghai) 7-10 September 2016 Location: National Exhibition and Convention Center (Shanghai) The 38th CIFF (CIFF 2016 September) will be held on 7-10 September, 2016 at National Exhibition and Convention Center (Shanghai) in Hongqiao, Shanghai, China on the scale of 400,000SQM. The complex is only 1.5 km (straight-line distance) away from the Hongqiao Transportation Hub, and is connected with Hongqiao Airport and Hongqiao Railway Station via the city’s Metro Line 2. Furthermore, it is only one or two hours’ drive from the major cities in the Yangtze River Delta thanks to the convenient highway networks around. CIFF 2016 September will cover the exhibition themes of the upstream and downstream industries of furniture such as Home Furniture, Office Show, Homedecor & Hometextiles, Outdoor & Leisure and Machinery & Raw Materials. Furthermore, the CIFFModern Home Furniture show will have five-hallsexhibition including the Western & Eastern Hall in order to provide exhibitors and buyers with broader showcasing space and brand development. CIFF keeps dedicating herself to building up the most valuable platform for the industry and offering the best trading, exhibition, communication and promotion opportunities. After the great success of its premiere in 2015, with the attendance of 1,471 exhibitors, the September edition of CIFF 2016 will be held again in Shanghai Honqiao. It will host home furnishings, office furniture, outdoor furniture, furnishing textiles, complementary furnishing, machinery and raw materials for the furniture industry.
EVENTS
84 HTE
3 SLEEP WELL EXPO Istanbul grows more rd
Grew by 85% in its second edition held last year, the third edition of SLEEPWELL Expo - Mattress and Technologies Fair is set to a bigger success. Many of the leading brands have already renewed their contract for the next edition of the show to be held in Istanbul Expo Center, 20-23 October, 2016.
March 2016
85
T
he last edition of Sleepwell Expo - Mattress and Technologies Fair, which is the first and only fair in Turkey in its field, became an arena where 101 exhibitors, of which 79 were domestic and 22 foreigners, and 5,238 professional visitors followed. Mr. Omer Faruk Gorun, Project Manager of the Show organized by Voli Fair Services, said that they had already started to renew contracts with last year’s exhibitors and that more than 70% of the old exhibitors renewed their contracts. “Many of the leading brands of the industry have renewed their contracts and we have been continuing to sign contracts with new companies,” said Gorun and added, “We had recorded around 85% growth last year. We are expecting to grow the show further this year. There is a huge interest in the fair from all three major segments of the industry.”
EVENTS
86 HTE
Turkey continues to pursue its development worldwide with its rapidly increasing population, advantageous geography, and contribution of exports by its advantageous geography. One of the most important sectors in Turkey, without any doubt, is the mattress industry, mattress machinery and components industry. Developments, innovations and example solidarity of the sector which has been performed in the mattress sector in recent years, have become the factors which affect the sleep products sector positively. Correspondingly, many positive economic indications which have been performed on behalf of the country and the sector in recent years, many regulations and directives made for the business volume and the mattress sector which has grown depending on the flow of foreign investments, indicate the importance of the SLEEPWELL Fair, which
March 2016
87
EVENTS
88 HTE
is an important area in the country. The mattress main sector, sub-industry, machinery and equipment fair which has been awaited for a long time by all sleep products industry professionals, will be successfully held for the 3rd time in Istanbul Fair Center, which is located opposite the Ataturk International Airport, 20- 23 October 2016. Mattress manufacturers, pillow manufacturers, sleep products manufacturers, exporters and dealers, mattress exporters and importers, bedding manufacturers, home textile manufacturers, coverlet manufacturers, equipment firms, distributors, agents, firms who want to get distributorships, chain store purchasing authorities, local furniture stores, professional import and export firms, designers, hotel purchasing managers, interior design firms, experts of the private sector, mattress industry buyers and trade press portals‌ In short, all members of the industry come together at the Sleepwell Expo-Mattress and Technologies Fair.
March 2016
89
EVENTS
90 HTE
SUMMARY OF THE MATTRESS SECTOR The mattress industry in Turkey is growing rapidly. It has been known that the sector has reached the sales figures of 4 million in the local market in 2014. 95 percent of the market has been consisted of spring mattresses and remaining 5 percent of foam mattresses. The size of the market is very close to TL 1 billiard and the growth rate is 7%. 10 thousand mattresses of Turkey’s total 20 thousand daily are produced in Kayseri. After Kayseri, it comes Istanbul and Izmir. There are more than 400 manufacturers in Kayseri. The production capacity of these firms approaches to 2.7 million. Kayseri holds the half of the total production with 2.5 million mattresses. The share of the sector in the foreign market is approximately 60 million dollars. Kayseri performs more than half of the total export value. The mattresses, which are produced in Kayseri, are exported mainly to France, Germany and The Netherlands and other European countries and the different countries of the Middle East.
March 2016
91
Representatives of the industry express that the trends that are seeking healthier, more comfortable sleep environments, play an important role in growth. According to the industry representatives the 3 million of the 4 million mattresses sold, have been sold to the individual consumers, 1 million to the institutions such as hotels, dorms and hospitals. There are around one thousand hotels which are under construction with 800 thousand-bed capacity in the country and the private sector hospital investments are accepted as an indicator that the growth in the industry will be continuous.
EVENTS
92 HTE
March 2016
93
With the rising success trend of the industry, the request to announce this success publicly, the desire to have a say in the international areas, the expectations from the industry and that the Voli Fair is able to respond to these expectations and therefore Sleepwell Expo Mattress and Technologies Fair was appreciated by the mattress industry and the fair resulted in a great success. The mattress industry officials now have bigger expectations from the 3rd Sleepwell Expo Mattress and Technologies Fair, which will be held 20-23 October 2016, after the success achieved at the fair and both the organizer and the exhibitors started to work for the grater targets.
EVENTS
94 HTE
ISTANBUL FAIR CENTER Istanbul Fair Center which hosts Sleepwell Expo Fair in its 9-10 and 11. Halls, is located in the area of Istanbul Ataturk Airport. Istanbul Fair Center is the most appropriate place to arrange the Sleepwell Expo Fair both with its infrastructure and transport and technical specifications. The venue of 18 thousand square meters in total with its lounge and technical facilities has greatly contributed to perform the fair successfully. The fair venue is very close to the airport in the terms of the international visitors. It is also very close to the subway station and to the intersection point where both TEM and E-5 connections. The service busses operated from the subway as the ring provided an advantage to visitors of the fair.
March 2016
95
“Our team who worked very intensive to perform Sleepwell Expo Fair successfully, had no difficulties to reach the information because of the industrial publications which have been published by Istmag Magazine Group, a group company with fair organizer Voli Fair,” Omer Faruk Gorun said. “Sleep Well and Sleep Tech magazines became the main media sponsors for the fair and since they publicized the event to the world at the preparation period, the show attracted a great many exhibitors and visitors from around the world.”