Year :4 | Volume:21 |September-October 2014 ISSN: 2147-3552
How much sleep do we really need? page: 70
BRN Yatak aims 55 million in exports
Sleep Well Expo’s second edition
CIFF-Guangzhou generates a multi
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FROM THE EDITOR
A big marathon… Every year in September we have a traditional route. We start with Paris and pass to Brussels. We come back to Istanbul to stay one week or ten days before we fly to Moscow. We have never halted this in last decade.
Group Chairman
H.Ferruh ISIK
Publisher
ISTMAG Matbaacılık Gazetecilik İç ve Dış Ticaret Ltd. Şti.
Responsible Editor-in-Chief:
Mehmet SOZTUTAN on behalf of ILETISIM MAGAZIN GAZETECILIK SANAYI VE TICARET A.S. mehmet.soztutan@ihlas.com.tr
Assistant General Manager Ahmet KIZIL (ahmet.kizil@ihlasfuar.com.tr) Chief of Editorial Board
Onder HONI
Advisory Board
Berna ILTER Erdoğan ASLAN Mustafa CETINBULUT Mustafa Nebi DOGAN
Editorial Coordinator
Omer Faruk GORUN (fgorun@ihlas.net.tr)
Editorial Consultants
Prof. Dr. Ismail KAYA Assoc. Prof. Mehmet Ali OZBUDUN Ibrahim KUPELI Recep SAHIN
Maison&Objet is the largest and most prestigious fair of home fashion. Big mattress producers also exhibit at this important show. There wouldn’t be one single Turkish exhibitor at this fair in the past. It was difficult even to visit the show. We could distribute magazines in those days too. We have been in that fair as an exhibitor with five magazines for last five years. There are almost 20 Turkish exporter stands now and they make real impressive offers and presentations. It wouldn’t be wrong if we say that we have been attending Brussel’s Mood since the beginning when it was introduced with the name Decosit. As one of the most important fabric fairs of the world Mood is very important for us and for all home textile related industries. Russian market has always been a good alternative for the European market. It is even more so in textiles, interior decoration and mattress industries. Every year we go to Heimtextil Russia. The brand name “Heimtextil” is the largest brand of home textile show business. Our stand is ready in Moscow this year too. And one single issue of our magazine will be distributed at all these gigantic fairs. This is a real impressive and incredible promotion, isn’t it?
Advertising sales marketing Omer Faruk GORUN (fgorun@ihlas.net.tr) Advertising Coordinator +90 224 211 44 50-51 Advertising Sales Staff Emir Omer OCAL (emir.ocal@img.com.tr)
Correspondents
Enes KARADAYI (enes.karadayi@img.com.tr)
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Ebru PEKEL (ebru.pekel@ihlasfuar.com.tr)
Artdirector
İsmail GURBUZ (ismail.gurbuz@img.com.tr)
Artwork Consultant Design&Graphics
Seval CEYLAN (seval.ceylan@img.com.tr)
Chief Accountant
Mustafa AKTAS (maktas@img.com.tr)
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CONTENTS
60 INDEX ADS BRN Yatak........................................ Back cover CNR....................................... Inside back cover Unimet................................... Inside front cover Unimet................................................................ 1 Yatsan................................................................. 3
Sleep Well Expo’s second edition shaping up well!
Heimtextil Russia to display the future!
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More space for design and future-oriented themes in the heart of Heimtextil 2014
Doğtaş................................................................ 5 Polya................................................................... 7 SPM..................................................................... 9
Coastal Drift by Timothy Oulton
Seher Mobilya................................................. 13 İlkem................................................................. 19 Fidanoğlu......................................................... 21
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Köksal............................................................... 29 Bambi............................................................... 31 Windy............................................................... 32 Marbella.......................................................... 39 Artintech.......................................................... 41 Biryat................................................................. 43 Gentuğ.............................................................45 Messe Frankfurt............................................... 59 Sevay................................................................ 73 SleepWell Expo................................................ 87 Konfor............................................................. 101
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Maison & Objet opens!
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Berna Ilter of BRN: ‘Harder bed is better bed’ impression prevails in tourism industry According to data of Ministry of Tourism and Culture, there is a capacity of 900 thousand beds in registered businesses in Turkey. Number of registered beds in the facilities doubled in ten years. Berna Ilter, general manager of BRN company, a major bed producer and exporter located in Kayseri, says that tourism industry is to be the most important buyer of mattresses. However, the share of tourism industry could not reach up to expectations. Berna Ilter, General Manager Of BRN Company
She said, “About 25 bed producers employ between 50 to 500 workers. With additional small businesses the number of companies producing mattress in Turkey reaches up to 400. They are mostly located in Kayseri, Istanbul and Izmir. Kayseri accounts for about half of total production producing
2 million beds annually. There is still more potential for sales in a country that has more than thousands of hotel investments. These figures explain why the guests return back feeling fatigue from recreational destinations. There is a wrong impression among hoteliers that they think that the hardest the bed is the strongest and the best. Even they jump on beds while deciding and prefer the ones that does not flexing. Actually, the best bed is the one that is most ergonomic. Vacationers come back from their holidays as feeling tired of sleeping in worst beds. Hoteliers should change their priority while buying beds.” She also pointed out the importance of bed turnover in hotels. “They should be replaced more frequently,” she added.
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Sleep problems ore the most important cause of traffic accidents. Take short rests on long travels.
TUTD Warns, do not go on road sleepless Thousands of drivers go on roads in holiday season. Prof. Dr. Murat Aksu, chairman of Turkish Association of Sleep Medicine emphasizes on small precautions may prevent severe traffic accidents caused by sleep problems. Traffic accidents turn happy holidays into sad memories. Tolls of traffic accidents are very high. Dr. Aksu advises to take enough rest and sleep before going a long voyage for drivers. “A good sleep takes about 7 to 8 hours, normally. If it is not enough for anyone there might be a sleep problem. The most risky time for getting on road is between 2 to 6 am, the most critical period for a healthy sleep.” he says.
Prof. Dr. Murat Aksu, chairman of Turkish Sleep Medicine Association
He also advises that people who have any sleep problems should get medicinal support. Any one who goes to sleep during day time unevenly or who can sleep crowded places easily may have some sleep disorders.
Practical and simple measures taken against sleep disorders can prevent serious accidents in traffic. “Tea, coffee or other caffeinated drinks are not effective to overcome sleep problems and they may even distract the attention. The best medicine is to sleep enough before and during the travel. Erratic sleeps during holidays may cause sleeping problems during the following days.” he said.
spr sunger ilan
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A closer look at the mattress industry at home and in the globe The world mattress production is composed of %40 spring and %45 foam mattresses. The USA, China and Brazil are the top three bed producers in the world. The top three importers of beds are ranked as Germany, France and the USA. Poland, China and Belgium are the top three exporters of bed in the world respectively. Turkey is not among the top ten countries in terms of neither imports nor exports.
Mattress industry in Turkey Bed market in Turkey is composed of %95 spring and %5 foam mattresses. Investments made by individual producers in the bedding industry range between 40 thousand and 440 million dollars. There By Murat Durak - Co-founder of BrandTalks
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are 25 greater companies employing 50 to 500 people. When counted with all of the smaller ones there are about 400 companies in the sector. Costs of entry are relatively low in Turkey and thus the number of companies in the industry tends to increase more. However about half of the companies are so-called shadow companies producing low quality products. Producers are heavily concentrated in three provinces, Kayseri, Istanbul and Izmir, respectively. Kayseri meet half of the total domestic production in Turkey with its about 2 million production annually. Annual bed exports accounts for about 46 million dollars. Most of the production is sold the European and Middle Eastern countries. Thanks to the labor, energy, raw materials and geographic advantages, Turkey is becoming an important center for mattress manufacturing. Industry sells about 3 million mattresses in traditional channels and 1 million mattresses in the modern channels of distribution and in individual stores of the companies. The mattress industry is expected to grow exponentially when more than thousand of hotel investments that each will have 700 to 900 beds.
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Factors that hinder further development in the industry Problems caused by shadow economy. Even smaller companies can enter the industry easily as well as greater companies Unfair competition is a problem. R&D activities are highly limited and there are deficiencies in
design fields. There is lack of international promotional activities that limits competitive power of the industry in international arena. Mattress manufacturing is still regarded as part of furniture industry. There must be companies who produce only and especially mattresses. As for the profile of individual customers,
they are still not having enough information about the importance of mattresses for their health. They use the same beds for many years. Having some health and physical problems, they do not replace their beds. They must be educated for the effects of bed in their health. In Europe, people replace their beds in two years, while it takes about 8 years to renew it.
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BRN Yatak aims 55 million in exports Berna İlter, General Manager of BRN Bed
Realizing exports to Micronesia, thereby reducing Turkey’s number of non-exporting country to one, BRN’s mattress exports represent half of Turkey’s total in this item. Ms. Berna Ilter, who established the company and brought to a level capable to export to over 60 countries, now aims an export volume of 55 million in 2015. Having respectful plans for domestic market also, Ilter said her target was to open 50 stores in Turkey. Her last initiation at this sense was the opening of Ankara store. Below is an interview with Berna Ilter about their operations and success story.
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Turkey’s major mattress producer BRN Yatak makes its presence felt in foreign markets.
As well known, you are one of the leading mattress producers and exporters of Turkey. Can you give us some figures about your export volume and Turkey’s total mattress export figures? BRN also contributed to the variety of Turkeys export markets? Can you give us some examples of unusual markets for Turkey but you are exporting mattresses to? How many countries do you export your products to? BRN is producing and exporting mattresses since 2006. In worldwide we have exported our mattresses more than 60 countries. Our export volume among Turkey’s all total mattress export is a sound percentage and we are one of the top 3. We also did export to Micronesia, which is announced by Republic of Turkey Ministry of Economy, as one of the countries that Turkey couldn’t export previously.
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Besides, we became unique brand in the countries that we made export. In Europe, BRN gives service to many different stores. We have more than 500 sales points in 5 continents. Our motto is “Thinking globally & acting locally�. We are analyzing sleep culture in other countries. So, we are creating different designs for different countries according to their sleep culture and trying to improve our product line according to customer preferences. On the other hand as BRN, we have unique specialty on packing and logistics solutions. We offer many different package options. This is the most important reason of our success on export. We also make collaborations by manufacturers worldwide by supplying those ready made covers and we are also one of the biggest manufacturers in this area. This also helps us to improve know how in each country.
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After all these success of business, what is your next target to survive in exports? Due to our annual work plan, we aim to reach 50 stores in Turkey. On the other hand within Turquality, creating international franchising network is in our investment plans. In respect of 2018, we are planning to open at least 22 stores worldwide. By the way, we have still Master-Franchise negotiations for Middle-East market. While we are creating this franchising network, we want to give priority to female entrepreneurs. Our target
turnover for 2018 is 55 million USD except franchising sales. Besides, our target export revenue is about 41 million USD.
You are famous for your exports but you have also recorded some major successes in domestic market. How is your domestic market activity going? We opened our first showroom in Ankara Armada Shopping Mall. After that we focused on İstanbul and Anatolia. Now we have 11 stores in famous shopping malls. Our last
one has opened in famous Mall of Istanbul and one other will be open in Istanbul Anatolian Side again the beginning of September. Are you getting prepared for Interzum Cologne 2015? Do you have any surprises for that show? As you know, Interzum Cologne is one of the biggest shows of mattress and furniture industry worldwide. We are working on it with our most innovative products. I am sure that visitors will face as usual with BRN quality and innovations in our booth.
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Serta Simmons Bedding appoints Michael Traub as Serta International’s new president Newly appointed Michael Traub, “Serta is outperforming bedding industry trends in both sales growth and profitability, and I look forward to working with the Serta team to further its market-leading position.”
HOFFMAN ESTATES, Ill. – Serta Simmons Bedding, LLC (SSB) announced today the appointment of Michael Traub as the new President of National Bedding Company, LLC (d/b/a Serta International), following an extensive search. Mr. Traub will report to Gary Fazio, CEO of SSB, effective September 2. Mr. Traub brings 20 years of global experience in high-end durable consumer goods and home appliances. For the past six years, he has been the President and CEO of BSH Home Appliances for North America, which manages the Bosch, Thermador and Gaggenau brands, where he led the development of award-winning products and dramatically increased market share. “As a seasoned executive with experience across sales, marketing,
Top international consumer goods executive brings extensive sales & marketing, manufacturing, distribution and finance experience to America’s leading bedding brand manufacturing, distribution, and finance around the globe, Michael is ideally positioned to lead Serta and continue to nurture the company’s strong culture. He will provide strategic leadership, thoughtful insights into innovation and help us deliver profitable growth across the entire Serta portfolio of brands,” said Mr. Fazio. “The Board and I are confident in Michael’s ability to work with his team to sustain Serta’s position as the top consumer bedding brand in the industry.” “I am excited about the opportunity to lead an iconic brand, which is renowned for its innovation, uncompromising quality and award-winning marketing,” said Mr. Traub. “Serta is outperforming bedding industry trends in both sales growth and profitability, and I look
forward to working with the Serta team to further its market-leading position.” In addition to his role as CEO of BSH Home Appliances Corporation in North America, Michael also served as a member of the Board of Directors for BSH in the United States and Chairman of the Board in Canada. Prior to 2008, Mr. Traub served as President and CEO of BSH’s Latin America division, based in Sao Paulo, Brazil, where he restructured its sales and industrial footprint. In addition, he held several leadership positions within the company in Germany and Asia Pacific. Mr. Traub received a Bachelor of Science degree with honors in international management and economics from the University of Hohenheim in Germany.
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15th National Sleep Medicine Congress 15th National Sleep Medicine Congress and 3rd National Sleep Medicine Technician Congress will be held at Dalaman Hilton Hotel - Bodrum, MuÄ&#x;la / Turkey, November 1- 5, 2014. The official conference language will be Turkish. Foreign speakers’ lectures will be delivered in English Projectors and computers will be available for the guests in the conference hall, and will be delivered to the designated officials one hour prior to their presentations.
Natural products by Fidanoglu 24
Made of natural and healthy materials visco premium and visco massage beds were introduced by Fidanoglu furniture company
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Fidanoglu has been in the bed business for 10 years. The company tries to differentiate its products by utilizing natural materials including silver ions, cotton, bamboo and Aloe Vera. Cemil Fidanoglu, general manager of the company introduced his company and its products.
On himself Born in 1983, I graduated from Eastern Mediterranean University in Turkish Republic of Northern Cyprus and participated in courses in UCLA. Back home I engaged to build a brand in the mattress industry with a name Hypnose Mattresses.
On my company Fidanoglu furniture was founded in 1976. The integrated manufacturing factory was built in 2004 and brand-named as Fidanli. In our factory of 15 thousands sqm. on 500 thousand sqm. land, sitting products, sofas, bed and bed bases, and headboards are produced. Our products were certified by the Ministry of Industry and they
comply with the standards of TSE, CE and ISO9001. Products are designed mostly for the needs of middle and upper segment of the market.
Visco Silver – Anti Stress Silver has been used for treatment of certain diseases and keep microbes away, and have anti-stress effects. It also anti-static and removes electric charges in the body.
Lavender It is anti-mite, anti-fungi, anti-bacterial. The bed is double sided and have special quilting pattern. Aroma therapy beds fill bedrooms with lavender odor, that sedates, cools and reduces stress.
Aloe Vera A natural solution for healthier sleep, Aloe Vera keeps fungi, bugs and home mites away and helps to go to sleep easily with enzymes, vitamins. It also cools down the body in sleep.
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Bamboo They are made of bamboo fibers knitted with special techniques. They are anti-bacterial and anti-mite naturally. They are durable and strong. Micro cavities it has, keeps moisture in and provides ventilation. It has a soft and silk-like touching sense and outlook.
Organic cotton Beds of organic cotton are made of the materials that were produced up to the world standards and they are able to reduce perspiration problems during sleep. Its outlook is similar to silk and cashmere and suitable to a healthy sleep.
Bio Fresh This products also is suitable for better heat insulation, ventilation, and hygiene. It carries perspiration from skin and prevents the proliferation of bacteria naturally.
On exports As Fidanoglu, we export our products to the markets in the Middle East, North Africa, Central Asia and Western Europe. Hypnose beds will have more share in the market with its name, style, comfort and quality.
RUBINO launches Quartz Visco beds 28
Adapting it to body form through heath and pressure sensors, Quartz Visco beds attracts interest.
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Ahmet Gรถksal, Board Chairman of Kรถksal Yatak
Having been in trade for 30 years, Koksal bed company Ltd., started to produce mattresses in 2003 as a family business in Kayseri. Ahmet Goksal, chairman of the board, introduced his company and production facility. Our factory is built on 16 thousand sqm. land in Kayseri Organized Industrial Zone. In the factory, beds of different categories are produced made of different materials to produce the most suitable customer satisfaction. Among them are hercule springs, bonel springs, boxed springs, felt varieties, visco and latex.
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Quartz Visco Bed Visco type beds are manufactured by using open cell technology and they have elements that have been active by sensing heat and pressure changes and adapts itself to take a more ergonomic form. Thanks to the open cell structure
and HR support foams air ventilation has been improved. Beds are made of knitted fabrics made of natural fibers. They are anti-mite, anti-fungi, and anti-bacterial. Cover of the bed can be removed easily and it can be washed.
Out of our customers in Turkey, we have been exporting our products to some of the European countries. We aim to offer the best service and the best products in mattress industry with our custom made products, beds, bases, bedheads, visco beds etc.
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UK’s The Bed Show to generate more business! If you’re in bed business, it’s the best place to be in September! Recognized as the UK’s biggest bed exhibition, the National Bed Federation’s (NBF) hugely popular and successful Bed Show is back for a fifth year – and will be bigger and better than ever! Taking place from the 23-24 September 2014, The Bed Show welcomes many well-known bed manufacturers and component suppliers and is a must-see for anyone in the business of buying, selling or specifying beds. All exhibitors are members of the National Bed Federation. Buying from an NBF member provides customers with the reassurance they need that they are in turn offering their customers decent
products from decent companies. The format will remain largely the same but for 2014 there will be a third hall. “Our fourth Bed Show was another huge success,” said Jessica Alexander, executive director of the NBF. “Visitor numbers were up by 5% from 2012 which proves that the show is timely and relevant. “Demand to exhibit at the show has grown year-on-year so taking on the additional hall means we’re able to make around 25% more space. This enables us to have more members exhibiting but also accommodate requests for larger stands – however we will be maintaining the current
restrictions of 80 sqm per brand up to a maximum of 320 sqm per member organization. We will also be reconfiguring the layout to include additional café/ refreshment areas across the three halls.” Currently only members of the NBF are invited to exhibit at 2014 Bed Show and the show will continue to present its unique mix of both bed manufacturers – all with British manufacturing bases – and component suppliers. Those able to exhibit will also be delighted that the Bed Show will be staying low-cost, thereby sticking to its original ethos.
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İstikbal opens its Zurich store, first in Switzerland İstikbal, Turkey’s leading furniture brand, has put its new store into operation in Zurich, Switzerland in line with the foreign retail operation. Opening its first store in Switzerland and 56th store in Europe, İstikbal aims to develop in this country for the next period.
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Turkey’s leading furniture brand, İstikbal is making investments to reach more consumers in accordance with spread in foreign markets. The aim of the İstikbal, opening its first store in Zurich in Switzerland and 56th store in Europe in line with the foreign retail operation is developing at new locations. The opening of the İstikbal store in Zurich, established on 785 m2, was realized with the participation of Memduh Boydak, Boydak Holding CEO and İstikbal Furniture Chairman and Murat Bozdağ, Boydak Foreign Trade General Manager, and Aslı Oral, Consul General on Saturday, in 30 August 2014.
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Memduh Boydak: ‘’ We are doing the best for our global aims.’’ Memduh Boydak expressed that they are continuing foreign retail operation to be one of the world’s 3rd furniture manufacturer in 2023 as Europe’s biggest furniture manufacturer and added: ‘’ We, as İstikbal brand, are in service with franchise type structuring in Turkey and abroad. We are working with the utmost power together with the whole of İstikbal family to reach the aims we determined last year. In line with the abroad expansion, we intend to open 30 new stores to be more close to our consumers and provide more quick and qualified service and there is a little time left to complete these aims. We opened our first store in Zurich, Switzerland and 56th store in Europe. ‘’
‘’Our exportation income has reached 145 billion dollars. ‘’ Memduh Boydak, underlining that they are serving with more than 500 stores in nearly 50 countries, told that ‘’ we opened new stores in Stuttgart, Hamburg, Bosnia-Herzegovina and Athens in Europe last months. Our store opened in line with our goal for 2014 in Zurich is our 21st store for this year and 56th store in total. Today we are the leading brand in our country with our exportations, reaching 145 billion dollars, to more than 100 countries as well as we are in service with our more than 300 stores in 50 countries.’’ Memduh Boydak mentioned about the contribution of the stores opened abroad to both prestige of our country and development of trading volume. He also added that the new stores will be opened in Nantes, France; Brussels, Belgium; Copenhagen, Denmark; Stockholm, Sweden and Frankfurt, Germany till the end of the year. Aslı Oral, Consul General, participated the opening and stated that it is very proud to open a Turkish brand’s store, opening with the effort of a Turkish entrepreneur in Switzerland, in August 30 Victory Day.
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PERSONO’s “Glamour Built-in Sheet”, exclusive and unique
Persono, one of the most exclusive mattress brands of the world, offers attractive products for comfort and health
Producer of fully handmade and completely made to measure mattresses presents its innovation “Glamour builtin sheet.” Persono is much more than a simple mattress; it is a masterpiece of beauty and design in your bedroom. Born in 2003, Persono is a unique company, established by a team that seeks to always put you first, whose purpose is the development and
manufacture of mattresses that exude excellence. Persono offers collections that have been developed to optimize comfort and, simultaneously, conceive products that meet the needs of the most demanding customers involved in the state of the art decoration. The company officials state their mission as to boiling down to the essential: helping you sleep naturally. Totally handmade, the products using the most advanced materials are completely made to measure.
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The interior of your choice is dressed with appealing covers in a glamour, luxury or a casual concept way. After the huge success in Portugal, Persono is spreading around the world, being mandatory presence in the most renowned world fairs. Among this year’s exhibitions where it marked or will mark its presence are Brussels Furniture Fair, IMM Cologne, Maison & Object and Mueble Zaragoza. Persono elevates mattresses to the next level: it makes them comfortably beautiful and so brings more beauty to your day.
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“Our dream is to make our customers happier, because they sleep better and peacefully, when using our products, produced with the most appealing materials with love handmade technology. Our vision is to make our innovation of incorporated sheet - “Buit-in Sheet” an important part of the future of mattresses and continue our research to new products combining design and comfort. Our values are caring for people and the way they live. In the choice of our raw materials we have special attention to animals and nature conservation. We aim to generate more jobs; that’s why all our products are totally handmade,” 4. The inner core can be personexplains an official at Persono and alized according to your physical characteristics and/or preferences gives below remarks:
“Why Is Persono Dıfferent And Exclusıve?
5. Persono is the mattress brand for interior decorators, designers and architects
1. Persono produces only really tailored mattresses
Persono Glamour Concept
2. Persono does handmade all its The Persono “Built-in sheet” innovation allows a complete view of the products side of the mattress, which turns it 3. Besides design and colors you into a design piece. can also pick up different inner Combining comfort and design, materials combinations
Persono Glamour Concept mattress made with Swarovski ® elements, zippers, are also functional with four side pockets that can be used to hold personal objects. The mattress protector and the bottom sheet are always in place, with no wrinkles. All Persono Glamour Concept mattresses are provided with three sheets and two mattress protectors. All covers are quilted and have fire retardant properties.
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Persono Luxury Concept Ten years of market confidence, with thousands of well-slept nights on confortable mattresses enveloped by beautiful and appealing fabrics, have placed Persono Luxury Concept in a position of prominence in the mattress market for the most demanding consumers. With unique and exclusive finishing touches, in addition to its creative and aesthetic standards, the essence of the collection denotes function and beauty.
Persono Casual Concept
This was the very first concept developed by Persono and already enjoys ten years of history. Aimed at those who seek a lower price without losing a good night’s sleep, Persono has developed exclusive models that unite comfort and quality. These models have thinner cores, covered with simpler stretch materials, but do not sacrifice top quality, hygiene and functionality.
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American giant nd Serta celebrates 82 at Yatsan stores Also a distributor of American bed giant Serta in Turkey, Yatsan prepares to launch a special collection developed for the 82nd anniversary of Serta company to sell in their stores.
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Serta is known with its distinctive products by narrowing the deep gaps between different life styles and sleep cultures in the world. In line with its motto, “We produce the best beds in the world�, Serta is a legend brand in mattress business. The brand is also keen on developing new spring systems through technological research and is known as using natural materials. All pieces of special collection design for the anniversary, classic, modern and avant-garde, will be exhibited in Yatas stores.
Dogtas opens stores in abroad 48
Exporting its products to 65 countries Dogtas will add 20 new stores to its present stores of 14.
“The basis of our success in the markets is our store concept and wide spectrum of products,� says Erol Cetinkaya, foreign trade director of Dogtas company. Having a production capacity of 2 million cubic meters on its factory of 75-thousand sqm land, Cetinkaya introduced their exporting activities.
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On the services in bed industry Serving successfully in domestic market for years, Dogtas also exports its products to 65 export markets. The company utilizes its advantages it has in modular furniture sector, in mattress segment by using high quality materials and latest technologic equipment. Dogtas beds have several innovative solutions and pioneering applications. All products are under 5-year guarantee. It has complementary products in its product portfolio besides beds, including furniture for bedrooms, dining rooms, youth and kid rooms.
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Erol Çetinkaya, Foreign Sales Director of Dogtas
On latest trend and their characteristics Research and development is important in the company. Our beds have many specialties. Private and Clima Plus beds are for summer season, Thermoregular fabrics are for heat control that provides ideal temperature balance, Clima Plus and SleepCool beds provide cool, uninterrupted and comfortable sleep. SleepCool beds are made of fabrics made of natural viscos linen mixed yarn, combi-zone spring system and air ventilating foam. Private is a bed adjustable to the form of the people ergonomically, it reduces muscle and joint pains. It has more spring then others. The first double-sided beds, that is, made for the peculiarities of both
sexes, is a product of the company. Energy Up beds are recycling the energy lost during daytime.
On exports and export markets of the company Our target is to have about 100 stores in the top ten countries. The number of stores in export markets will be 34 at the end of the year. Export to Europe is growing exponentially in line with growing buying power of foreigners in European countries; especially Turkish brands are increasing their shares. We focused on top ten countries, namely, Libya, Germany, S. Arabia, Iraq, Algeria, England, Holland, Austria, Azerbaijan and UA, respectively.
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On activities in these stores and in distribution network in abroad Neighboring countries have priority in our export activities because they are easy to reach, have logistics and customs advantages, and having similar cultural codes in designs. These markets are consuming centers so, Turkey I regarded as a manufacturing and exporting base. Per capita spending on furniture products have close correlation with their familiarity with modern life style. We aim to increase number of stores and sales volume in these markets.
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On the effects of Dogtas on exports Our objective is to be a regional power with our brand in top markets in five years. By strengthening our institutional structure with our original designs in our stores. We spend on ads and promotions. We participate in local fairs in cooperation with our franchisers. We follow powerful brands in the markets. We try to improve our profitability by employing professional staff.
On the problems in export markets and solutions of them Our institutional store concept and wide range of products are our competitive advantages. Since we based our competitive power on our concepts and service quality, we are not affected adversely in price competition. We empowered our competitive base by having B2B communications and CRM activities.
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Ozay group exports fully A major company in production of bed cover exports all of its products
Lokman Ozay was a student in the eighties when he founded his company Ozay Group to export and to contribute in the national economy. Soon he was awarded by Turkish Union of Exporters as the youngest businessmen of the year. He told his story to our magazine Sleep Well: Lokman Ă–zay, Board Chairman of Ozay Group
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On Ozay Groups successes I founded it in 1983 to export and trade of bed covers. Our product portfolio reached up to 52 items soon and become one of the major buyers of towels produced in Bursa. We import curtained bed covers from Germany for the first time in Turkey. In 1986 we started to produce futon beds, known as Japan beds, similar to floor beds used in Anatolia. It is made of % 100 cotton that was layered as 5 cm. of layers. They weigh less than 17 kilogram. Later we began to produce bed cover sets and visco bed bed covers. In 2003 we quit the production of beds.
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On brands and products We use Turkuaz brand in bed covers, Mavi Ay in box spring bases. We have 104 different bed covers made of different materials including bamboo, horse hair, camel hair, wool and fibers, each are for certain season of the year. We even produce covers out of coconut fibers. Being natural they are healthier and comfortable.
On exports From the very beginning our policy is to export all our products. Our products are delivered to Germany, Belgium, Holland and Austria. Our box spring bed bases are exported to Switzerland, France and Israel. We seek new markets, as well.
On production We produce in our facilities of 5,500 sqm on a 20 thousand sqm land. We process 8,000 meter of fabrics daily and produce 3,500 bed covers. We produce 75 bed bases daily. Box Spring is movable and have springs beneath. These are delivered to Sweden, France and Holland. Recently to Hungary and Poland.
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On fairs and fair activities We did not miss any fairs in the past. They were all profitable. This year we are going to participate only in Interzum fair, because we utilize our capacity fully. Our connections that we have built in 14 years are bearing their fruits. We may participate in the Sleep Well Expo Istanbul additionally. There must be more fair events in the industry.
Additional comments About 30 million dollars worth of bed covers is exported from Turkey. This can be increased remarkably. Only Germany and Austria need 8,5 million beds annually. Turkey may become a leading country in the world in bed cover manufacturing if we keep our quality and prices at suitable levels.
Above and
beyond
Dünyanın en büyük Uluslararası Ev Tekstil Ürünleri Fuarın’da 60’ı aşkın ülkenden katılımcılar ile tanışma fırsatı yakalayın! Ev Tekstil tasarımındaki son yenilikleri ve inanılmaz ölçüde çeşitlilik sunan yeni trendleri keşfetmek için şimdiden yerinizi alın. Yeni ilham fırsatları için en doğru adres! Daha fazla bilgi ve biletinizi almak için heimtextil.messefrankfurt.com info@turkey.messefrankfurt.com Tel. 0212 296 26 26
14. – 17. 1. 2015
Frankfurt, Almanya
2015/2016 yepyeni trendleri “Experience” teması ile Hall 4.0’de meraklıları ile buluşuyor
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Sleep Well Expo’s second edition shaping up well!
The Turkish sleep products industry has been prospering fast at all aspects from mattress to machinery, from pillows to quilts, from bed base to headboards. It adapts the latest trends and technologies. The industry imports a lot, too. Turkey is a good market for machinery, some types of mattresses and raw materials. The first and only fair dedicated to the sleep products industry in Turkey, SLEEP WELL EXPO ISTANBUL was held April 17-20, 2014 and recorded a huge success which almost all industry professionals applause. Now the second edition of the fair is
shaping up. Over 70% of exhibitors have already booked their spaces according to the officials of Voli Fair Organization, the organizers of the show. The fair was scheduled to be at the same venue but instead of 2 halls and the big foyer, there will be an extra hall at the second edition, October 22-25, 2015. Stating that the fair attracted a great deal of interest from domestic market and by companies from different countries, Ahmet Aslanturk, Project Manager of Sleep Well Expo outlined, “Sleep Well Expo covers the mattress main industry, sub industry, machinery and equipment.
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The second edition of Sleep Well Expo Istanbul, the first and only sleep products fair of Turkey and a big geography around Turkey, to be held in October next year.
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The venue of this important fair is Istanbul Expo Center, which is exactly facing the Istanbul Ataturk International Airport. When an exhibitor or a visitor arrives at Istanbul by air, he or she could even walk to the exhibition ground. The premiere edition of this annual event will be April 17-20, 2014. As the first of its kind in Turkey, Sleep Well Expo will contribute to Turkey’s being a production hub for the mattress industry. Sleep Well Expo will host a professional platform where the latest technologies and products will be showcased altogether. Because of ever increasing value of mattress and other sleep products the fair will be an important organization which will bring leading companies and reps of the industry together. Many international companies doing business with Turkey in this industry have already shown their interest in the fair which will bring together CEOs, top level officials, purchasing managers, producers, consumers, foreign and domestic dealers and representatives.
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Product groups of the fair include Turkish mattress producers, mattress importers, furniture and mattress stores, foreign mattress producers, sub-industry products, mattress and quilting machinery and equipment, etc. The visitor portfolio includes experts and high-level officials of the private sector, buyers from different sectors to realize projects, businessmen, investors, mattress industry authorities, dealers and representatives, chambers of commerce, associations, furniture manufacturers, purchasing officials of tourism, hotel and hospitality industry, etc.”
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Most powerful media sponsors The main media partners of the fair are Sleep Well and Sleep Tech magazines. Other media partners and sister publications include TGRT Haber TV, Ihlas New Agency, Turkiye Daily Newspaper, TGRT FM Radio, and sector magazines such as Home Textile Exports, Décor, Curtain & Curtain Accessories, Hospitality Design Turkey, etc. There will be seminars and different activities related to new products, technologies and applications. Istanbul unites its natural beauties with its historical and cultural wealth and modern infrastructure, ascending in world league as the new favorite city for international organizations. Istanbul has an historical and cultural heritage acknowledged by the whole world. Apart from its historical and natural beauties the city is quite assertive with its hotels, fair, congress and meeting halls at world standards. The visitors coming for meetings, congresses and fairs have the opportunity to experience the eastern and the western cultures together amongst the artworks reflecting a history of thousands of years.”
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Yastik by Rifat Ozbek’s new collection “Modernottoman” to be launched in Paris The world famous designers Rifat Ozbek and Erdal Karaman are at the Maison&Objet Paris with The Yastik By Rifat Ozbek trademark, 05 - 09 September.
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Erdal Karaman and Rifiat OZbek
The world famous designers Rifat Ozbek and Erdal Karaman to unvail the new collection of Yastik By Rifat Ozbek, “MODERNOTTOMAN” at Maison&Objet
Yastik By Rifat Ozbek is prepared to stir up the Maison&Objet, the world’s greatest design fair. At the fair, where designers all over the world exhibit their most speacial designs, Yastik By Rifat Ozbek will release its new 2014-2015 Fall-Winter Collection “MODERNOTTOMAN”
The “MODERNOTTOMAN” Collection formed by the designs which reflects the modernism in Ottoman. Maison&Objet, which is organised by SAFI-Salons Français et Internationaux, will be held in Paris between 05 - 09 September. The fair will be the meeting point
of famous brands of the design, furniture, textiles, accessories and decoration world and nearly three thousand brands and designers will exhibit their latest collections. Yastik By Rifat Ozbek will be at the Hall 7, Stand D135 by MODERNOTTOMAN, the highly anticipated collection of 2014 Fall - Winter.
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How much sleep do we really need?
Turkish Sleep Medicine Society (TUTD) warns about enough sleep. According to a common belief, everybody needs to spend one-third of his life in sleep. Is it true? Most of us sleep approximately one-third of our lives. Do we really have to sleep so long? We rarely encounter people who sleep much less time in our environment. Is it possible to shorten our sleep? What kinds of problems we encounter if we sleep a shorter period of time? The researches conducted In recent years made
it possible to answer many of the questions above. Although sleep duration varies from person to person; it is known that this period vary from 4 hours to 11 hours. Sleep duration varies from person to person with the influence of genetic factors. Except certain limits, it is not possible to
change this duration determined when we were born. When we have to shorten the time, we are faced with unwanted symptoms arisen from sleep deprivation. The best evidence indicating the presence of genetic transmission is determining that identical twins have exactly the same sleep duration.
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As a result of the researches it is known that the vast majority of the population in Turkey (75%) has a habit of sleeping for 7-8 hours. You hear very often from the press that some of the famous people sleep vey short time. Some of them, for example Napoleon, Churchill were recorded in history books with their short sleep duration. There are not too many people whose functions do not change the following day after they sleep short time. It is know that; only 10% of population in Turkey sleeps less than 6 hours. When we talk about short time sleepers, we should exclude the persons who sleep less than 6 hours at weekdays while they extend their sleep time up to 8-10 hours at weekends. Persons who sleep more than 8 hours are seen more often than short sleepers in the society and their ratio is as high as 15%. Sleep structures of short time sleepers and long time sleepers are different from each other.
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Short time sleepers sleep a kind of sleep which is consisted of more intensely slow deep sleep and REM sleep phases. The number of night being awake and the 2nd phase rate is decreased in these persons. Therefore, it can be said that; they sleep a short-term but more efficient sleep. Long time sleepers sleep deep slowed sleep - which is called real sleep – and REM phase as long as short time sleepers; but unlike theö, they sleep longer time to superficial phases (1st and 2nd phases) of sleep. They wake up very often at nights, especially towards the morning; and they fall asleep again. Although their sleep
duration is long, they sleep an ineffective sleep. Long sleepers, people who need more time to work, usually intend to shorten their sleep duration. However, it is not possible to shorten sleep duration under a certain ratio. In a study conducted with university students, it was not possible to shorten their sleep duration in a short time of period. The following day after the study, it was detected some complaints of study subjects such as tiredness, fatigue, difficulty in concentration and memory disorders. The participants of study had fallen asleep at
inappropriate times because they could not resist against their sleep necessity. However, another study proven that; sleep duration can be reduced in a long time of period, without exceeding 1-2 hours; and this reduction do not cause any damage on the performance of study participants. It should be remembered that; this study was conducted with young participants. It is encountered various symptoms on children and elderly people as a result of any reduction at their sleep duration. In the next chapter it will be discussed the effects of sleep deprivation on body functions of these age groups.
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Turkish Sleep Medicine Society operates at world standards!
Prof. Dr. Murat Aksu, President of Turkish Sleep Medicine Society
Sleep medicine studies in our country started when the young Physicians trained by Dr ismet Karacan – one of the founders of this branch in the world- returned the country and started to deal with sleep medicine. In this period, the first sleep medicine studies were carried out by Dr. Erbil Gözükırmızı, Dr. Hamdullah Aydın, Dr. Sadık Ardıç and a few other Physicians. At this time, the first core of Turkish Sleep
Medicine Society was established, when the Sleep Research Society was found at Cerrahpaşa Faculty of Medicine. The Society completed the organization very quickly and soon gained a national identity. In 1997, it was named as Turkish Sleep Research Society by the decision of the Council of Ministers. In the following period, the Turkish Sleep Research Society became the most important and involved
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professional and scientific organization of this branch of medicine in the country. As a result of these developments, the name of society was changed to Turkish Sleep Medicine Society at the statute assembly held in 2007.
The Presidents of the Association until today are as follows; Prof. Dr. Erbil Gözükırmızı, Prof. Dr. Hakan Kaynak, Assoc. Dr. Sadık Ardıç, Prof. Dr. Derya Karadeniz and Prof. Dr. Murat Aksu respectively. Turkish Sleep Medicine Society currently represents the country in the international arena as a member of
European Sleep Research Society, Asian Sleep Research Society and World Sleep Medicine Association. It is a remarkable society with its participatory and inclusive nature and it has an organizational structure that aims to implement sleep medicine practices in accordance with world standards.
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24 different models of beds from Edas
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Edas, sells its products both in domestic and international markets
Started as Eda Textile company in 2003, Edas Bed and Home Textile company has been growing by increasing its product and service qualities. Murat Kocyigit, general manager of the company, says, “We emphasized on the expansion of our product line in 2012 when we began to produce silicon fibers, beads fibers and other fiber products and focused on home textile products. Besides, we started to produce beds. Our production
continues in line with demands of our customers. We have a factory of 1.700 sqm an a 3.700 sqm land.” He outlined their product details and explained, “There are 25 different model beds in manufacturing line each has certain specifications. Comfort, hygiene and natural materials are important for us. Our beds have many functional structures like flexibility, chickness, dependability, least perspiration, and reduced
pains on the back and belly. Bed manufacturing industry in Turkey experienced remarkable successes in recent years. There might be some problems in manufacturing and exporting fields. However, we have overcome all of them up to now. “Holland, Georgia, Austria, Germany and Iraq are our major export markets. Our R&D activities also go on. We have been progressing in terms of quality, durability, and comfort.”
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The joy of sleep in garden Blooma rocking beds and Lisa tented beds for joyful rest in the garden
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Products for summer activities prevail in home based stores. New models emerged for those who spent hot days in the garden or terrace. Blooma rocking beds are for three people and suitable for family talks during peaceful times. It is also good for laying on individually. For those who have larger spaces Blooma Lisa tented beds offer sun protection, comfort and aesthetical design altogether. A classic for summers, chaises or sunbeds are more practical solution because they are easier to carry. Visit home stores nearby for these chick, practical and colorful products. Turkey’s Koctas is one of the stores offering these products at good conditions.
Boldera started production of bases and bedheads 80
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One of the oldest bed and furniture manufacturers in Turkey, Boldera furniture started to produce bases and bedheads in 2014. Launching at least three models in a month, aimed to grow more with new investments. Active in the market for 17 years, Mehmet Dur, board member of Boldera company believes the importance of exports for his business. He said that half of the production is exported to about 25 countries.
On Boldera Furniture and its history Our firm started as a family business in steel forming in 1975. Improving its position in marketing by producing quality tables and office furniture, the company changed its focus of production from steel tables and chairs to mattress manufacturing in 1993, when a new factory was established in an industrial zone.
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It expanded up to 2000 sqm. in 1997, and in 2003 Boldera brand was registered. Top and middle managers were also renewed and now our company employs 350 people in its factory of 25 thousand sqm.
On product portfolio Presently with our powerful and experienced staff we have been producing orthopedic and anti-bacterial beds by using best springs and foams. On second quarter of this year we began to produce bed bases and beadheads with a zero defect production process.
On export activities Since 2004, exports are our priority. As a result half of our manufacturing is exported. Presently, our products are exported to 25 countries including Middle East and Europe.
General comments on the industry Due to the two elections we lived, the year 2014 was rather dull. Personally, I expect more dynamism in 2015. Our company has already begun to be ready for 2015. I express my gratitude to Sleepwell magazine for this opportunity. I wish a profitable year for all workers and producers.
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Sleepworks Massapequa welcomes new organic mattress line Anthony Page and the Sleepworks family are continuing to fulfill consumer demand for healthy, organic products that provide outstanding comfort and durability
New York Based, Sleepworks Inc., the largest retailer of organic and natural mattresses welcomes two new lines to their already large family of Chemical Free and natural mattresses. Sleepworks has been advocating “Non-Chemical fire retardant mattresses” since the mid 1990’s. “We are proud to be the leader in consumer demand for all-natural, organic mattresses & bedding that
are free from the harmful chemicals and off-gassing found in mass-market products,” said Anthony Page, owner and CEO of Sleepworks and SleepworksNY.com.
hand crafted superior made mattresses like Aireloom by Kluft and Eastman House, both well known for hand making mattresses and at surprisingly affordable prices.
Sleepworks carries award winning custom mattresses from leading brands including; Pure Latex Bliss, Naturepedic, Savvy Rest, Natura, Serta, iComfort, Simmons Beautyrest, King Koil, Stearns and Foster and more. They also specialize in
Sleepworks was established over 30 years ago on Long Island and its Massapequa Park location boasts 3 floors packed with a large selection of mattresses, Futons and Wallbeds/Murphy Beds under oneroof in the Northeast.
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They are well known for their natural, organic mattresses as well as their outstanding customer service and expert knowledge. “We offer the top Mattresses from the finest manufacturers in the world. Everyone has different comfort needs and we provide that with our selection of latex, memory foam, coil, and adjustable beds.” With plans to open a third location in the near future, Anthony Page and the Sleepworks family are continuing to fulfill consumer demand for healthy, organic products that provide outstanding comfort and durability. “The difference in organic mattresses in which we offer at Sleepworks. Ingredients in some of the other inorganic brands are that inorganic memory foam mattresses contain petroleum as well as other harmful chemicals which are prone to emit harmful gasses. Some mattresses are treated with a chemical spray in order to achieve a fire rating (fire retardant) The inorganic memory foam mattresses that are sold today are considered by some to be very unhealthy for the entire body as a whole, and in particular, studies have shown the respiratory system. ”Our Organic Latex Mattresses are certified G.O.T.S and OEKO Tex certified. Only the highest quality latex is used in mattresses such asSavvy Rest, Naturepedic, Natura and Pure Latex Bliss. Cotton, Wool and water based glues which do not create harmful Off-gassing and last for years. Sleepworks has been a latex and organic mattress retailer since the mid 1990s and have flourished with a large following catering to the healthy sleep of its customers.
The Sleepworks Adagio Latex Organic Mattress from Naturepedic is pure organic Euphoria Featuring 9” of organic latex combined with our soft and fluffy organic wool, you will surely melt into sublime comfort and bliss. The adagio offers plenty of support combined with pressure point relieving comfort. Finished with organic cotton fabric to create a luxurious sleep environment.
MORE DETAILS Organic Cotton Fabric & Filling Organic cotton is the purest form of cotton and a healthier alternative to synthetic fabrics and foams. Naturepedic uses only U.S. grown and certified organic cotton as filling for its mattresses and buys directly from USDA certified sources. This increases purity, organic reliability and support for U.S. farmers. The surface fabric is soft to the touch and easily stretches to conform to your body.
Organic Latex Foam 9” After harvesting from the rubber tree, the latex sap is cured into a comfortable luxurious foam.
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Unlike synthetic and even all-natural blends, we only source our latex foam from reputable certified organic suppliers, ensuring purity, fair labor practices and support for healthy farming to protect our planet’s latex forests. The finished foam is certified to the Global Organic Latex Standard (GOLS).
Organic Wool Batting Wool wicks away moisture, pro-
vides natural fire protection, and offers temperature regulation, keeping you warm in the winter and cool in the summer. GOTS certified organic wool facilitates healthy, well treated sheep and the elimination of harmful chemicals in the processing of the wool.
NO Flame Retardant Chemicals Due to its innovative natural design and intelligent mattress
construction, this mattress passes all Federal and State flammability standards without the use of any fire retardant chemicals or FR barriers. This is achieved through superior product design, the use of more natural materials (i.e. organic cotton fabric, organic cotton fiber and organic wool batting) and the elimination of polyurethane foam. SOURCE: PRWEB & SleepworkNY
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Isbir Yatak adapts to technology Established by the union of some workers, Isbir company has been serving in the foam and bed industries for 45 years. Arzu Copur, marketing manager, introduced the company, products and activities:
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On the history of the company Isbir yatak is a company of Isbir Holding who has shares in Isbir Sunger Company as well. History of the company goes back to 1997. As its name suggests, it is a business of workers’ union, having numbers of partners. Isbir Yyatak is the youngest company in the holding. Our company produces healthy, technologic and quality products related with sleep and bed comfort. In our “sleep centers” that are spread out in the country, we sell beds, medical support pillows, home appliances, home textiles, baby products, bedheads, etc. that reflects recent development in sleep industry.
On services and latest models of beds in product portfolio It is nice that our sector is called as “bed industry”, because we have been trying to establish this term in the market.
Arzu Copur, Marketing Manager
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We are happy that bed is mentioned a separate industry in furniture business. Earlier, beds are given as a bonus to the buyers of furniture items. We worked hard to redefine our sector that sells sleep specific products now. Following our five years of efforts, we first produced visco elastic smart bed, the Viscostar that is made of viscoelastic materials developed originally by NASA.
We played an important role in the development of new models aiming to reduce pressure on the body and to balance heat and temperature in sleep. Our mission was to adapt the latest technologies into our bedding business. We were pioneers in the development of nano, polymer spring, anti-stress, hygienic, quallofil allerban filling types of mattresses. In our product portfolio are other
beds that apply massage, A, C and E vitamin, lavender, horsehair, coconut fiber, anti-moisturizing, air-conditioned types. Recently we signed an agreement with one of the largest spring producers in the world. The spring system provides better comfort for couples with different body characteristics laying behavior on the same bed.
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Couples can find the most suitable comfort for themselves. Air ventilation and removing heat and moisture have all been improved by this system. It is a special product of new generation. They are sold in our sleep centers in Turkey.
On the characteristics of a quality bed Though it seems a simple product made of certain materials, today mattresses are not so simple in an age of high technology and development. Almost every technology can be adapted to the materials used in the industry. Quality of springs, fabrics, and other treatments determines the quality of end product, the bed. Producers have to certify the quality standards of the materials and systems they use in their manufacturing process. Customers are seeking these proofs most of the time. In line with the proliferation of products an the market, it is becoming more and more difficult to find and decide on the best product for individual customers.
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We advice them to act reasonably and to search all the alternative offerings and inspect the product characteristic keenly.
On research and development activities Bed industry in Turkey has many players and is highly dynamic and very competitive. We are one of the companies who spent more in R&D activities. The culture comes from Isbir foam company. We developed innovative products thanks to our efforts in this field. We know that our products are mostly preferred by conscious customers who are knowledgeable in the mattress making processes and in the materials used in the manufacturing. It also motives us to seek more alternative products. We listen both our customers and the developments in the world of mattresses. We participate as many fairs as it possible and get our lessons from these visits.
On exports Sleep technology produced by Isbir in cooperation with Turkish engineers and workers are far more developed than European companies. We have a one third price advantage over Europeans when price and performance taken into account.
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It was the main cause of our success in the European markets.
On the industry in general, on problems and their solutions
Our qualified product portfolio is the main factor of our success in EU countries. During the recession in Europe, we changed our focus on the Middle Eastern countries during 2012-2013 terms. We increased our share in the markets such as Egypt, Saudi Arabia, Iraq, Qatar, Sudan and Yemen. We opened a new sleep center in Riyadh. Supported by brand promotion incentives, our efforts in export markets will be empowered in 2014.
Customers in the bed industry in Turkey are becoming more interested and knowledgeable so competition is heating up among companies who produce quality products. It becomes more difficult to compete alone in domestic market. So, it is a must to focus on export markets. Competition in international markets is highly costly. Those companies active in abroad and who wants to build a brand have to spend large amount of funds to be successful.
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In this regard, incentives provided by governmental bodies are so important. In order to get bigger shares from international markets, Turkish companies have to be supported by more incentives.
On additional comments Customer satisfaction is an important subject in our company as well. Transparency, reachability and thrust are the pillars of our ap-
proach to customer satisfaction. During the recent years, we observed that customer trends are changing in line with their level of consciousness. Today, customers do not only seek certain brands but seek the best product that is most suitable to their personal needs. Customers are becoming more aware of the balances among price, quality, health and comfort. They are also need complementary products to increase the satisfaction they get.
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They began to think that companies are not selling only items for sleep, but they sell complete systems for better and healthier sleep. All technologies, materials and processes used in our company have all been tested and certified by independent international authorities. We emphasize on feedbacks from our customers. They are valuable inputs for our efforts to develop new and better products and systems. We have a call center active 7/24 to respond. Feedbacks are delivered to all units including sales, marketing, and manufacturing. In the future, we plan to develop loyalty programs to bolster our ties with our customers and buyers.
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Autumn: the season for depression
Autumn depression causes insomnia or extreme sleep.
The disease of the century, depression, peaks in autumn. Is it real or is it an excuse? Dr. Mehmet Yavuz, of Reem Neuropsychiatry informs about emotional changes in line with seasons. In autumn, worsening of weather, shortening the days, entering closed spaces from open air can produce sense of sickness and unhappiness in people. For this reason, the fall is referred as the season of sadness. Lessening of sunrays in autumn cause the reduction of the secretion of serotonin hormone, changes brain chemistry and leads to depression.
Dr. Mehmet Yavuz
The same is seen in winter depressions as well, however, since it comes after summer season, depression is more common in autumn.
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He warns, “When the sickness started the person lost his/her interest and energy. Feeling of guilt, concentration difficulty, and loss of appetite rise. They become emotionally collapse, they get upset everything; even the desire to live may be lost. They cry frequently, do not take any pleasure from anything. They loss their activity, things begin to deteriorate, sleep is disturbed, sexual desire reduces and they feel tired.� Depressive mood, anxiety and worry are more common in women, including the autumn depression. On the other hand, for individuals who have previously diagnosed of depression, are more prone to the recurrence of depression. Particularly, pessimistic, anxious, low self-esteem people are riskier in this period.
CIFF-Guangzhou generates a multifunctional platform
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The show concept of “Whole-HomeDécor” offers all decoration needs from bedding, furniture to curtains and accessories.
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The September edition of China International Furniture Fair (Guangzhou)-CIFF, concurrently with Homedecor + Hometextile China, will generate a multi-functional platform for the furniture industry. More top brands will be attracted to display their latest products. The exhibit features are more distinctive and unique. Positioning on the show concept of “Whole-Home-Decor”, the high-related vertical shows and exhibits in modern home furniture, classical home furniture, outdoor living, homedecor and hometextile will form the must-attend “One-stop” sourcing platform for industrial players.
All themes cast, leading the Autumn furniture fashion -- New Highlights at CIFF 2014 September in Guangzhou China International Furniture Fair (Guangzhou) (“CIFF”) is known as “No.1 platform for the world class”, “Asia’s furniture sourcing center” and “the weatherglass of China’s furniture industry”. It is held biannually in Guangzhou every March and September since 1998, with the exhibits covering furniture, furnishing products and their upstream and downstream industries. On September 5-8, 2014, the 34th CIFF will offer the complete series of furniture and upgrade the service further!
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Complete Series of Furniture Forming an Autumn Grand Event. The September show of CIFF in the past was main for home living with exhibits of Home Furniture, Outdoor Furniture, Home Decor, Home Textile and other upholsteries. The 34th CIFF will make a large reform by adding Office Furniture, Hotel Furniture, Public Furniture and Furniture Machinery & Raw Materials for the first time. CIFF has become an integrated one-stop international exhibition platform, linking up the whole chain of furniture market, working for home and office environments and covering the full series of the furniture & furnishing products.
Quality Suppliers and Industrial Elites Gathering to Create Business Opportunities The scale of CIFF 2014 September reaches 200,000SQM. Over 1000 quality suppliers will take part in the show with their brand new products and best offers. It is ex-
pected that the professional buyers and other industry‘s professionals from more than 190 countries and regions will attend the show. The domestic large buyers groups and international buyer delegations, designer groups from Germany, Belgium, Russia, the United States, Australia, Turkey, Japan and so on will also visit the 34th CIFF in Guangzhou.
Home Decor & Home Textiles: Creative, Jiemei, Mydeco Living, Nikky Home, Kingking, Kamtat, Laifei, Dechang, Sitong, Blossom, Baller... Furniture Machinery & Raw Materials: Leliu Hardware, Union Star, Taiming, Taiqiang, Xiangxing, Zhaogang, Zhuokai, etc.
Some of the Big Brands:
From the last edition, CIFF has simplified the entry procedure and speed up the badges application. CIFF 2014 September will continue to implement the fast procedure that you just need your ID card and business card to fetch the entry badges before entering the fair without any form filling or fee. In addition, the new version of the official website of www.ciff-gz.com and the APP application software, will launch the quick Search & Naviation systems to further optimize the easy service experience of more convenience, efficiency and pleasance.
Mordern Home Furniture: Landbond, Kinetic, KUKA, Hinglee, Kinwai, Royal, Steel-land, Norya, Somnopro, Violino, Farrell, Show-win, Lixing... Classic Home Furniture: Fourseas, Lebetter, Ouevane, Tianyuan, Armola... Office and Hotel Furniture: New Century, Hongji, Zhenmei, Catering, Meibang, Lidan, Suniver, Yousheng, Haijing, Kivik... Outdoor Furniture: Perfect, Global-Gate, Derong, Tengo, YATNďźŒFlyhang Rattan...
Upgraded service facilitating visits to CIFF
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Heimtextil Russia to display the future! Turkey is the most leading foreign national pavilion at Heimtextil Russia with a wide range of products from bedding to bathroom textiles. The event will take place at Crocus Expo, September 24-26.
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Heimtextil Russia - International Trade Fair for Home Textiles, Floor Coverings and Interior Furnishings, takes place in Moscow in September on the annual basis. The leading players of the international textile business gather at the number one Russian textile trade fair to present their best collections of fabrics and wall coverings, follow the latest trends in interior design, exchange experience and find new business partners. In 2013 Heimtextil Russia showed the best results. More than 300 exhibitors from 21 countries presented their products on the exhibition area of 17Â 200 sqm; over 15,000 professionals of textile market visited the trade fair. In 2014 Heimtextil Russia will take place in IEC Crocus Expo, September 24-26. This year the organizers expect about 320 exhibitors, 15,500 visitors, and the area of the fair is enlarging to 19,520 sqm. The third hall of Pavilion 1 has been added to the exposition.
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At the moment national pavilions of China, Germany, Pakistan, Portugal and Turkey confirmed their participation in Heimtextil Russia. General sponsor of the fair is Turkey’s Dr. Deco and general media partner is Elle Decoration magazine. Home Textile Exports is also among the media partners of this prestigious event.
This year Heimtextil Russia is developing a new topical direction – wallpaper and wall decoration. A new specialized pavilion Wallpaper Bar will be presented in Hall 2. To support wallpaper theme the organizers conduct a wall decoration contest for interior designers and architects together with Interior+Design magazine and Pinwin.ru
portal. Within the framework of the first stage participants must send wallpaper or textile print till August 25, 2014. Authors of 3 best prints will take part in in the second stage of the contest, where they will decorate a wall in a special trend installation at Heimtextil Russia 2014.
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Sponsors and partners of the contest are Tefal, BOCCHI, Hellenic Goods, Neutrogena Norwegian Formula速, Le Petit Marseillais速, Clean&Clear速 brands Epson, Higher School of Environmental Design of Moscow Institute of Architecture (State Academy). Concept area of Heimtextil Russia is devoted to the main trends of the coming season and this year it will again be united with the Fringe program. The leading Russian and European designers will perform with presentations devoted to actual trends in Interior design. Professional design contests, Fringe program with workshops of the famous European and Russian designers, support of the leading Russian Interior Design Media and creative cooperation with professional designers make Heimtextil Russia the main event in the field of textile and interior design in Russia.
Adnan Bostan produces Art from Wood 106
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Adnan Bostan furniture company produces both handmade products and trendy models to respond the desires and demands of customers The company started in 2011 with an aim to be a full exporter of custom specific furniture and decoration items. Made by completely hand crafts of wood working masters who keep an eye on every detail of the production process from rough cutting to painting and veneering and upholstering them. Adnan Bostan, says, “Production is simply, designing and producing new products are more important.�
ranging from Siberia to far corners of Africa. Our team goes there with transported products and they assemble the product on site. Earlier, the complete production cycle was about 3 to 6 month, even in Italy, the famous center for furniture. We radically reduced the time lapse between the first contact to the end of assembly up to 3 month. This is an important competitive advantage for us.
On the emerging of Adnan Bostan brand
On the team
My family has been in he furniture business since 1968 and started to produces decoration works for customers in abroad since 2000. In 2011 as Adnan Bostan brand, we founded a new company who aimed to do business in international markets completely. Now we have operations in 26 countries. Customers demand special products that were designed especially for them more and more in line with their rising lifestyles and their income levels. So we organized special teams to develop custom made products for our special customers. We do our business on turn-key basis,
Our team is composed of experienced masters. Like the janissaries of the past, they are always ready to act wherever they needed, either it be in the deep cold of Siberia or hot sands in the Middle East.
On export markets Presently, we have offices in Turkmenistan, Azerbaijan, Russia, Nigeria and United Arab Emirates. In three of them we have our own stores and showrooms. We exports our products almost all countries in North Africa, Uzbekistan, Kazakhstan, Turkmenistan, Estonia, Litvania, Germany, France, Bosna, Hungary, Bulgaria, Rumania.
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On products aiming bedrooms Bedrooms are the most secretive part of home in the eyes of males. On the contrary, for females, it is more important space than other sections of home. They, females, spend more time than males in bedroom. We closely follow their views and desires for bedrooms and offer them extra functions and design opportunities. We do design the furniture up to the beds not in the opposite. Humans spend almost half of their lives in bed and bedroom. We advice to our customers those beds and mattress manufacturers that take their business scientifically, researching the needs, opportunities and better materials for comfortable sleep.
Exports are improving qualities During the last decade, there were some crisis and recessions in the country and in abroad and produces tried to find alternatives and try new methods in marketing. Furniture manufacturers in Turkey have turned their focuses into export markets. In line with growing sales in foreign markets, companies have begun to improve their production qualities more. They also are proliferating their markets and deepening their market coverage. Turkey has been more competitive not only in furniture business but also in many other industries worldwide. However, there is a growing need for experienced staff and people who will be active in developing designs, products and production facilities to serve in and exporting to more than a hundred countries.
Adnan Bostan, Board Chairman of Adnan Bostan Furniture
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More space for design and future-oriented themes in the heart of Heimtextil 2014 ‘Theme Park’ in Hall 4.0: event highlight entitled ‘Experience’
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The new ‘Theme Park’ with a variety of design and future-oriented themes will be staged in Hall 4.0 at the next Heimtextil (14 to 17 January 2015). This means the Trend Show will move from Forum 0 to the middle of Frankfurt Fair and Exhibition Centre and, even at this early stage, the contents of the new event highlight of the trade fair for home and contract textiles are beginning to emerge. Heimtextil, the world’s leading trade fair for home and contract textiles, is branching out in new directions. “The aim is to show everything that reflects the zeitgeist and is important for success in the future”, says Olaf Schmidt, Vice President Textiles & Textile Technologies, Messe Frankfurt.
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“With our new concept, we will show the current market trends and identify opportunities for progressive undertakings. Something that was initially just an idea and vision is now taking shape”. Account is being taken not only of the retail trade and marketing but also disciplines such as research, development, design and product application. With numerous visualizations and activities, the ‘Theme Park’ will explore today’s mega and micro trends and show how modern interior design can be creatively implemented in different fields.
Experience the future Under the heading ‘Experience’, Heimtextil exhibitors and visitors can discover the latest developments in the world of textile design in a more emotional, intensive and comprehensive presentation than ever before. “We believe that people want to attach an emotional value to their actions. Consumers do not simply want to go into a shop and buy a product. What they want to do is enjoy the shopping experience with all their senses.
Specifically, this means a shop must be more than just a sales outlet for products. In the shop, customers should find a visionary setting that grabs them emotionally and, metaphorically speaking, takes their breath away. In this way, tomorrow’s shopping experience will be a real pleasure”, explains Anne Marie Commandeur of Stijlinstituut Amsterdam, the design studio responsible for the planning and management of the ‘Theme Park’ concept.
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Materials, colors, designs and more An important part of the ‘Theme Park’ will be the ‘Material Gallery’, which includes a selection of the exhibitors’ fabric collections and offers an overview of the latest home-textile trends – categorized by the trend themes for 2015/16. There will also be a ‘Color Pavilion’ showing the latest color trends. For the Pavilion, Stijlinstituut Amsterdam will choose trend-setting products from the ranges of
Heimtextil exhibitors and use them to illustrate the current state-of-theart. Parallel to this, a program of lectures with renowned speakers will provide supplementary information about the latest trends. Moreover, the designers will make outposts around the fair, to act as showcases for the ‘Theme Park’. These showcases will transfer the themes to the individual exhibition halls and not only generate additional impulses but also provide examples of specific applications for the various product groups.
Initial insights now online An important part of the new trend concept is a new website at www. heimtextil-theme-park.com. There, users interested in the latest trends can obtain inspiration about tomorrow’s design themes. With numerous photos and videos, the website gives visitors the opportunity to find out about the Theme Park at the coming Heimtextil at an early stage.
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Coastal Drift by Timothy Oulton New crisp linens for soft, summery cool
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thyoulton SOURCE: www.timo
With summer in full swing, Timothy Oulton shows a brighter, more laidback side with its new Cloud sofa range and introduces a new scruff linen finish on casual summer seating. The twice washed and treated Scruff linen collection unlocks a gentle finish for soft, summery cool all year round. Timothy Oulton’s unique style continues to evolve with its growing collection of daring, authentic handcraftsmanship and innovative design. Pieces are designed to celebrate the history of the materials and give them a second life. Premium handcrafted furniture brand, Timothy Oulton, introduces 4 new collections for 2014; Jet, Adventurer, Coastal Drift and Age of Elegance. In addition, the brand’s collaboration with Oxford University continues to develop unique and innovative designs in the Oxford by Timothy Oulton collection.
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Each new collection has a clear and inspiring story behind it, from historical heroes Sir Donald Campbell and Biggles, to the escapism of coastal living and the glamour and elegance of Georgian England.
To give an example, we will detail Coastal Drift Collection, one of the four new offerings.
Tim says of the new collections: “Our 2014 collections are hallmarked with the same daring authenticity that we are synonymous with, but we’ve stretched it a little with the new collections. Age of Elegance is a little softer, and Coastal Drift a little more summery. I think people will be really excited to see a different side to us.”
A free-spirited collection inspired by carefree coastal living, for lazy days and endless summers.
Coastal Drift
The Coastal Drift collection is perfect for people who work hard and play hard, and need their home to be a cool, calm cocoon from their hectic life. The mood evoked is very much easy living, stylish yet unpretentious surroundings to kick back with friends in.
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Timothy Oulton applies a fresh approach to traditional coastal living design, applying unique finishes like fossilized stone and acrylic. Super soft linens, hand-crafted drift wood and willow keep that authentic beach feel while innovative pieces give a quirky, contemporary edge.
Signature Pieces Sink in to the Cloud sofa collection, in new Nimbus Pure finish, a super soft linen. Manipulate the oversized cushions to your own comfort. The tear drop shaped Phylum pendant lights give a simple, stylish
atmosphere. The Breaker sofa collection is finished in brand new Virgin leather. Fitted raw leather is gathered at the seams, then hand pulled making a bold yet clean finish in this compact sofa perfect to entertain. The Arris range is aptly named after the arris – an architectural term for a sharp edge formed by the intersection of two surfaces. Sleek angular shapes, clean lines and symmetrical design make these pieces bold, stylish and elegant. The Castaway range pairs beach wood with brushed aluminum. Soft rounded lines are contrasted with
wrapped wood highlighting the beauty of this authentic collection. Each slat is individually nailed by hand. Spend casual evenings with friends, catching up around the Boston dining table, made from rustic weathered oak with a smooth Aero top. The Shaka dining chair has style in spades, with exquisite detailing including metal rivets around the chair skirt and blanket stitching on the arm rests. The Axel square mirror, made from reclaimed timber from Chinese fishing junks, has been updated in a white washed finish.
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Biggest rendezvous of home art and design in Paris
Maison & Objet opens!
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From mattresses, bedding and home textiles to home accessories, thousands of new home decoration items will be on display at home fashion trade fairs, September 5th - 9th 2014 — Parc des Expositions Paris Nord Villepinte.
The MAISON&OBJET show first came to be nearly twenty years ago in Paris. Organized by SAFI, a subsidiary of Ateliers d’Art de France and Reed Expositions France, it is the leading international assembly for professionals in the decor industries. The next MAISON&OBJET show is scheduled in parallel with PARIS DESIGN WEEK – Friday, September 5 to Tuesday, September 9 – in the nine halls of Parc des Expositions – Paris Nord Villepinte. It is accompanied by a new advertising campaign that gets back to the roots of the event and promotes its development on two new continents.
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Because MAISON&OBJET now means four annual shows: MAISON&OBJET PARIS in September and January, MAISON&OBJET ASIA introduced in Singapore in March 2014, MAISON&OBJET AMERICAS scheduled in Miami Beach in May 2015. Though they share the common objective of uniting the many sectors of home decor, each of these four events has its own identity. Thanks to its magnitude (250,000 net sqm of stands, 3,000 exhibitors) and history, MAISON&OBJET PARIS remains the most comprehensive of this palette of happenings. By keeping pace with fashion, it gives real-time readings of the changes in home decor and lifestyle. The spring and fall events are nevertheless distinguished by alternating special exhibitions: MAISON&OBJET | projets |, which lends a more architectural dimension to September’s show, and MAISON&OBJET éditeurs, which heightens January’s decorating dynamic.
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The year’s foremost decoration and design event, the MAISON&OBJET show is recognized for its 360-degree product offer. Decoration, furnishing, accessories, textiles, fragrances, children’s products, tableware… This event, dedicated to the art of living, brings together business and creation, and generates enthusiasm from buyers and trendsetters from the world over at every session. As a meeting point for all professionals, a place of business and strategic pioneering, this essential professional crossroads takes its power of inspiration from Paris. Luxury, know-how, design and avant-garde… MAISON&OBJET and the City of Light: a unique DNA!
Spaces: Hall Hall Hall Hall Hall Hall Hall Hall Hall
1 ethnic chic.MIC 2 Textile 3 cook+design 4 & 5A côté déco 5A craft, l’espace métiers d’art 5B ACTUEL 5A & 6 accessoires maison 7 MAISON&OBJET |projets| scènes d’intérieur 8 now ! design à vivre
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Throughout the year, members of the MAISON&OBJET Observatory identify and analyze micro signals heralding changing influences. Each session, this focus on the future is embodied in the design of three trends areas prepared by trends consultancy firms Croisements, Elizabeth Leriche and the NellyRodi agency, as well as the publication of the MAISON&OBJET Inspirations Book, a creative and analytical work, designed to support readers in their study of the season’s
secrets. Our era is clicking on the “Share” icon. Generation G for Generosity is bashing cynicism and liking “We”. New uses and values are reconfiguring ways of living together, exchanging information, goods, services and experiences. In the digital age, networking information is producing new tools with emerging practices in an economy of collaboration and cooperation. We are seeing a dynamic of
creative sharing, which is programming the future of a caring world. Turkish exhibitors include: Aslan Carpet, Betek Ltd., Dianthus Istanbul, Etnik Carpet, Fatih Carpet, Ihlas Magazine Group, Keramika, Konsept Projeler, Ladinne, Monna Studio, Muna Home, Naturel Metal, Piculet, Select Home Accessories, Sonorous, Stepevi, Subasi Carpet, Valeron, Vavana, Vosgestex, Weavart, Yastik By Rifat Ozbek and Zaimoglu Textile.
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Healthy mattresses from Ider Mobilya
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Ider serves the customers with 12 different types of mattresses.
Famous for its panel furniture and sitting groups, Ider Mobilya has also been serving with its special mattress collection including 12 different kinds of mattresses. Mehmet Pinarbasi, general manager of Ider, says that they have been conducting R&D studies to develop special mattresses as Climaplus, Bioenergy and Bamboo for people to have healthier and more comfortable sleep. Pinarbasi also says that they make exports through their stores in abroad and that they recorded 20% growth last year. The interview with Mehmet Pinarbasi follows:
Would you tell us a little about yourself, Mr. Pinarbasi? I entered the retail sector in 2000 and joined the furniture business and Ider Mobilya in 2006. I have been holding the position of General Manager of Ider Mobilya since 2008, when the retailing process of the company began to speed up.
Would you inform us about Ider Mobilya, from its foundation to the present day? As İder Mobilya, we have a 25 years’ experience in furniture business and are growing regularly, with new stores we are launching.
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From the day it was founded, İder has always followed the “outlet store” concept, in the proper sense of it, and is serving its consumers today with its 27 stores and its fast shipment units. Ider Mobilya has set up retailing 11 years ago at the Kazasker store and, three years afterwards it started its branding process by launching new stores. We are in a strong position within the industry today, with our 27 retail stores and a turnover of 65 million TL. As a brand that continuously renews and improves itself in line with Mehmet Pınarbası, General Manager of İIder Mobilya
customer and sector demands, we carry on advancing confidently toward our new targets. İder performs the production of series panel furniture and living room sets at its own facilities and has significantly exceeded the ordinary quality standards of the furniture industry in mass production. Presenting quality and elegance at attractive prices in its product range, İder always gives precedence to customer satisfaction by remaining in contact with the customers after the sale too. Quality, attractive and fair prices, and comfortable,
innovative models are the reason that Ider Mobilya has always been able to meet customer expectations and gained their trust. Our product segments are the modern style dining rooms, bed rooms, TV units, chair sets, corner sets, bases, beds, home accessories, and complementary products. Our furniture products have a rich variety of color and cloth options and it is always possible to make combinations. That helps our customers in furnishing their homes the way they would like, which is a con-
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tributing factor to affect customer loyalty.
Can you talk about the beds you produce and their properties? Our collection of beds is made up of twelve products. We have meticulously designed our beds with differing properties, so as to respond to different needs –in different levels of softness and heights, and for different weights and sleeping postures. All our beds are antiallergic and antibacterial; they don’t house
any mildew or mold deteriorating the cloth, and have no foul odor or color change. This prolongs the cloth’s life. Climaplus® It has been designed so as to keep the body temperature stable all night long owing to the special cloth in its making; it prevents perspiration or feeling chilly, rendering an uninterrupted sleep. Bioenergy® It reorganizes the inner balances of the body that decrease due to various factors and provides a restful sleep by virtue of
a geometrical arrangement in the structure of the minerals. Bamboo® Threads produced from bamboo fibers absorb the perspiration faster than cotton does, giving a feel of coolness on the skin and ensuring a restful sleep. Outlast® It is a type of cloth first produced for NASA to provide temperature balance and comfort in spacesuits. Outlast® prevents the formation of sweat and humidity in the first place, rather than taking them out. This secures thermal comfort and a
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nice, restful sleep.
How do you carry out your research and development activities? Would you talk about what your R&D team does in regard to developing new products? We have an innovative vision: designing a new product and/or service that answers to a need or that comes out as a result of our researches, and then developing and renewing it –that is the paradigm we comply with. We deal with every work as a separate project and filter all of the stages in terms of measurement, monitoring, and evaluation. We closely follow the national and international literature related to our field.
What about Ider Mobilya’s activities concerning dealerships in Turkey? Ider Mobilya is a fast growing brand, so we pay attention to spaciousness in stores. We prefer such store concepts that can display our products in the best way possible. Consequently, we stipulate an area of 20003000 m² in our new stores to be launched. Our strategy in
terms of our dealer network is to make our domestic and international dealers a real İder Mobilya on a smaller scale. Can you inform us about the exportation activities of your company? What countries do you export to? (We can deal with the issue of exportation in a general way, as the entirety of the product groups Ider Mobilya produces.) We send products to our own dealers abroad, and to several Arabic countries. However there is not a specific export figure we are targeting for the next period, we can say that we are going to focus on the domestic market for now. To launch new stores reaching more consumers in more parts of Turkey is another objective we have. The store we are going to launch in November in Istanbul will be covering a 9000-m² area, being our largest store.
What can you say about the fairs? What fairs does your company join? Apart from being an opportunity to reach the end-user, fairs are also the most convenient platforms where we can form new collaborations, meet our suppliers, and make franchise talks.
We participated in the great furniture fair held in Istanbul in recent years. We are also willing to be present in other fairs to be organized this year in Istanbul and in other cities of Turkey. Currently we have concentrated on our growth targets in the domestic market, so we are planning to participate in international fairs in the years ahead.
What is the position of Turkey in bed production in the world? What do you think should be done to improve the industry? The furniture industry is one of those which create highest added value in Turkey, and its development has considerably increased over the recent years. However having a share of 1.1 % in total furniture production all over the world, the Turkish furniture industry is not at the desired level yet, and is still falling short of its objectives. The production amount in the category of bed is around 5% of the furniture production capacity in Turkey, which roughly corresponds to a share of 8 in a thousand on a global scale.
What would you add about Ider Mobilya and its achievements? As Ider Mobilya, we are very proud to become a well-known company in the industry within a short time. We have grown by 20% compared to the previous year, acquiring an important place in the market. I can also say that we have created a competitive atmosphere in the market by virtue of the product prices we provide for the customer. We are ambitious and successful both in the fields of branching and new product concepts and in our price policy.