Sleepwell / March-April'15 by Sleep Well

March - April 2015

Istanbul’s “Sleep Well Expo” growing fast! page: 74

A change in Turkish furniture sector to generate synergy

Serkan Canözden: “Mattress industry is on the rise”

Leading sleep expert offers modern day tips for a better night’s sleep

Publisher

ISTMAG Matbaacılık Gazetecilik İç ve Dış Ticaret Ltd. Şti. Adına sahibi

FROM THE EDITOR

Style in sleep As we always repeat the fact that one third of our lives is spent in sleep, we should focus more on everything about sleep products. Depending on general look, decoration and size of our bedrooms, we usually prefer regular rectangle beds. We enjoy thick mattresses –soft or hard- and soft quilts. Getting a good night’s sleep depends on a lot of different factors -- comfort, stress level, room temperature – but to get it right, you’ve got to start with the basics and your mattress is the first building block to a restful slumber. Sleeping on the wrong mattress can cause or worsen lower back pain. Lack of support from a mattress reinforces poor sleeping posture, strains muscles and does not help keep the spine in alignment, all of which contribute to low back pain. Sleep comfort is also sacrificed if a mattress does not match one’s individual preferences. A mattress that provides both comfort and back support helps reduce low back pain, allowing the structures in the spine to really rest and rejuvenate during the night. As is the case for everything about our health matters, we should consult with experts and get use of technical devices to determine the best choice for our health. We have been trying to help our readers to buy the right mattress for them and our main mission is to promote Turkish sleep products industry worldwide. We are going to Guangzhou for this purpose with this issue. As the only magazine of the Turkish sleep products industry, we will be there at Interzum Guangzhou with a nice stand to distribute free copies of Sleep Well and Sleep Tech. This will be a very influential way of promoting the industry to the buyers and professionals of the sector.

H.Ferruh IŞIK

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CONTENTS

INDEX ADS

BRN................................................... Back cover SleepWell Expo 2015........... Inside back cover Kaybed.................................. Inside front cover

Imm Cologne, a complete success

Leading sleep expert offers five modern day tips for a better night’s sleep

Kaybed............................................................... 1 Polya................................................................... 3 Eyşan Mobilya................................................... 5 Spm Sünger....................................................... 7 Unimet................................................................ 9 Kaypetsan........................................................ 11

Italy’s PerDormire mattresses in Turkey

Köksal............................................................... 13 Fidanoğlu......................................................... 15 Lüks Yalçınlar................................................... 17 Tüyap Kayseri................................................... 21 Artentech......................................................... 25 Stilo................................................................... 27

Simmons unifies Beautyrest brand with historic product introduction

CIFF................................................................... 29 Doğtaş.............................................................. 31 PerDormire....................................................... 43 İlkom-Levele.................................................... 47 Pofuduks.......................................................... 53 Niron.................................................................55 İnterzum........................................................... 59 Marbella..........................................................65 Sinerji................................................................ 85 Solarex.............................................................119

Istanbul’s “Sleep Well Expo” growing fast!

Imm Cologne, a complete success The first interiors show of the year presented the trends that will be shaping the furniture and interiors sector â&#x20AC;&#x201C; and the products that are good for business.

After seven days, imm cologne closed its doors with a very positive outcome on Sunday, 25 January 2015. 146,000 visitors from 138 countries came to the Cologne exhibition grounds, among them 102,000 industry visitors (99,000 industry visitors in 2013) from the national and international trade, meaning that the fair exceeded even its extraordinary performance of 2013. “These figures prove that the international appeal of the event in Cologne has grown even more and that the fair is, without a doubt, the most important platform for the domestic as well as the international market”, concludes Gerald Böse, President and Chief Executive Officer of Koelnmesse GmbH. “This is a great indication for Cologne as a trade fair location and confirms the effectiveness of imm cologne as a marketing tool”, he adds. Dirk-Uwe Klaas, Managing Director of the Federal Association of the German Furniture Industry, drew a similarly positive conclusion. “We already had very high expectations of the fair and even they were exceeded. We are happy about the

increase in national and international industry visitors and are starting the 2015 furniture year very optimistically.” This year, imm cologne and LivingKitchen presented themselves as very international events. Of the 102,000 industry visitors, around 56,000 came from Germany and approximately 46,000 from abroad (an increase of 13 per cent). In total, the percentage of visitors from abroad was 45 (based on industry visitor days). Within Europe, increases in visitor figures were recorded in particular

20 Turkish exhibitors showcased their competitive products at imm which was visited by 146,000 professionals from 138 countries

from Spain (up 27 per cent), the UK (up 20 per cent), Italy (up 11 per cent) and the Netherlands (up 13 per cent). Visitor figures from France, Scandinavia and Poland also showed good growth and off set the politically induced fall off in visitors from Russia. Significant increases could also be seen in industry visitor figures from China (up 32 per cent) and from the US (up 47 per cent). “The excellent levels of visitor attendance from abroad meant we were able to strengthen our exhibitors’ export businesses. Italian companies, for instance, did some very good business here in Cologne with German retailers as well as with those from abroad”, says Katharina C. Hamma, Chief Operating Officer of Koelnmesse GmbH. 44,000 consumers took advantage of the open days to find out about the trends for the coming season. The next two editions of trade fairs imm cologne will be held from 18 - 24 January 2016 and 18 - 22 January 2017

Leading sleep expert offers five modern day tips for a better nightâ&#x20AC;&#x2122;s sleep Karen Schwarzbach Unveils Crucial Advice in Conjunction with National Sleep Awareness Week and Spring Daylight Savings Time Change

San Francisco, CA (PRWEB) March 02, 2015

Pivotal Sleepâ&#x20AC;&#x2122;s founder and president Karen Schwarzbach has helped clients around the world with her effective sleep solutions.

While many people find it easy to be mindful of and work toward being healthier by changing their nutrition, exercise and other lifestyle habits, perhaps the most crucial element to a healthy body is often overlooked: Sleep. We spend up to a third of our lives doing it and we will literally die without it. Yet, the sleep aid sections of local pharmacies continue to expand, as an estimated 60 million Americans suffer from chronic sleep disorders and over $56 billion and 25,000 lives are lost each year in the US because of sleep-related accidents. In conjunction with national Sleep

Awareness Week, March 2-8, 2015 (http://sleepfoundation. org/events-activities/sleepawareness-week), sleep expert Karen Schwarzbach has compiled a list of five lesser-known facts and tips for a healthier sleep that everyone can consider and integrate into their lifestyles. Schwarzbach, a respected sleep consultant for more than twelve years who has helped literally thousands of sleep-deprived individuals finally achieve healthy and peaceful sleep patterns, outlines what she considers some of the more unknown sleep problems - and their solutions - that she encounters in our increasingly technology-dependent and high-pressure performance culture. With the

recent nationwide integration the Affordable Health Care Act, Schwarzbach’s work has been increasingly in demand as focus on corporate wellness programs now being required by the act (for corporations of a certain size) continue to proliferate. Schwarzbach, who routinely advocates sleep as one of the “Three Pillars of Health” (along with exercise and nutrition), has outlined the following top five oft-times surprising factors that contribute to modern Western cultural sleep maladies and her corresponding secrets for a better night’s sleep: •Avoid Wine Before Bedtime. It’s a nightly ritual for many Americans - drinking a couple of glasses of alcohol directly before falling asleep. In fact, many people consider alcohol a sleep aid due to its relaxing qualities. But, what many don’t realize is it is also common for pre-bedtime drinks

to contribute to one being wide awake several hours after conking out. Schwarzbach explains that while drinking before bed can induce sleep, it actually disrupts sleep and diminishes the quality and depth of sleep, leading to restlessness and frequent wakings leaving one feeling fatigued the next morning. Also, alcohol is a diuretic, which can be dehydrating as well as increase one’s need to go the bathroom, causing one to awaken from slumber. She recommends that if wine or alcohol are a part of your evening routine, try to stop drinking at least one hour prior to sleep to preserve the most deep and crucial stages of sleep. •Avoid Electronics Before Bedtime. Many people routinely attempt to fall asleep immediately after watching television, using their laptops or checking e-mail or using apps on their smart phones. Many people are unaware that these devices all emit low blue light,

which is absorbed and processed by the brain and can disrupt or slow down the body’s melatonin production, which influences natural nighttime sleep algorithms. Schwarzbach recommends ceasing the use of all devices at least 1 hour prior to going to bed and not keeping phones and laptops on at the bedside. •Sleep Tracking Devices Aren’t a Cure-All. As increasing use of technology can impair sleep, the recent onslaught of new technology devices and apps that help track and monitor sleeping habits can help improve overall sleep. However, Schwarzbach warns that while these technologies can provide important data, they are often unaccompanied by meaningful and effective behavioral modification programs. Schwarzbach promotes a “High Tech with High Touch” approach, working with her clients to map out routines for remedying problem-causing

factors to maximize the useful info that has been gathered. •Daylight Savings Time Can Debilitate. While it may seem like only an hour and of little change to one’s daily schedule, biannual time shifts can dramatically and adversely affect sleeping patterns for weeks - even months - following the clock changes. Even a slight change in the body’s regular circadian rhythm can throw sleep patterns into disarray, an issue Schwarzbach says is often incredibly evident in children. In order to better adapt to these changes, Schwarzbach recommends starting to adjust the time you go to bed and the time you wake up by 15 minutes every couple of days preceding the time change. This way you have helped your body land back where it began when the clock moves forward by an hour in the Spring. •Never Underestimate Sleep Environment. Factors including noise,

light, temperature, pillows and mattress and decor might seem like obvious considerations for an optimal sleeping environment, but Schwarzbach emphasizes the importance of considering all five of these factors for improving unhealthy sleep. It could be as easy as taking down a loudly colored painting on the wall, reducing the room lighting to a lower bulb wattage (low blue light), turning the clock away from your bed so you’re not tempted to start doing math in the middle of the night figuring out how many more hours of sleep you can get, using a white noise maker, choosing the most appropriate bedding or decreasing the room temperature to between 65 and 72 degrees Fahrenheit (“Cool is the Rule!”) degrees prior to sleep. “Insomnia is perhaps the most underrated health ailment in the US and Sleep Awareness Week is a time for self-reflection and education for improving these ailments,” said Schwarzbach. “Our sleep patterns dramatically affect our health, performance and over

all sense of well-being. Once people have the tools and information to modify their sleeping habits, they can experience life-changing results within days and weeks.” Karen is the founder of sleep consultancy Pivotal Sleep and Babies To Sleep, focused specifically on children. Her businesses can be found at: http://www.pivotalsleep. com and http://www.babiestosleep.com.

About Karen Schwarzbach San Francisco-based sleep expert and coach Karen Schwarzbach is the founder of Pivotal Sleep and Babies to Sleep. A Certified Sleep Consultant and Certified Wellness Practitioner who works with both children and adults, she’s the former managing director of the Association of Professional Sleep Consultants and serves on the advisory board of the International Maternity and Parenting Institute. She regularly speaks at industry-leading conferences and seminars and provides her expertise to household name corporations and organizations including Clorox, Facebook, Kaiser Permanente, eBay and Sutter Health.

EBRD and Abraaj invest in Turkish mattress maker BRN Sleep Products 20

The website of EBRD, European Bank for Reconstruction and Development published the following article about BRN Sleep Products, a Kayseribased mattress manufacturer and the major exporter of Turkey:

Equity investment to boost growth of family firm The European Bank for Reconstruction and Development (EBRD) and The Abraaj Group, a global investor in growth markets, are supporting the expansion of Turkish mattress and sleep product manufacturer BRN Sleep Products by acquiring a minority stake in the company. The EBRD and Abraaj, through its Anatolia Growth Capital Fund, are making a joint

equity investment in the firm, founded in 2006 by husbandand-wife team Mustafa and Berna İlter. The funding for the Anatolian company, which is based in Kayseri – the hub of Turkey’s furniture production – will support the firm’s next phase of growth, including the further development of its retail business and the expansion of production. BRN Sleep Products, known in Turkey as BRN Yatak Baza

Ev Tekstili İnşaat Sanayi Ticaret Anonim Şirketi, started life as a micro family-run enterprise. In less than 10 years it has developed into a significant player – both in the export market, selling to over 50 countries, and locally, with 11 retail stores across Turkey. The company currently employs over 200 people and runs its own state-of-the-art factory in Kayseri. Berna İlter, co-owner and General Manager of BRN Sleep Products, said: “We have experienced strong growth since our establishment nine years ago. In order for us to reach the next stage of our growth trajectory,

we felt it would be beneficial to bring on board experienced investors such as Abraaj and the EBRD, who have solid track records in expanding businesses and creating further operational value. We look forward to working with them over the coming months and years.” EBRD Director for Turkey, Michael Davey, commented: “The EBRD is pleased to partner with The Abraaj Group to support yet another successful

Turkish company. Established in Anatolia, BRN Sleep Products is a great example of how fast-growing, family-run small and medium-sized enterprises can boost economic development in the regions of Turkey. Supporting such companies is at the heart of the EBRD’s strategy in Turkey.” Selçuk Yorgancıoğlu, Partner and Regional Head of Turkey and Central Asia at The Abraaj Group, said: “Our investment in BRN Sleep Products is aligned with the Anatolia Growth Capital Fund’s strategy of seeking strong, growth-oriented and well-managed

companies in the developing provinces and regions of Anatolia. With exports to over 50 countries and expansion in the domestic market, we see an exciting opportunity to drive BRN Sleep Products’ growth in Turkey, regionally and beyond. We look forward to working with Ms. Berna İlter and Mr. Mustafa İlter, providing our financial and operational support to the business, and to partnering once again with the EBRD on investment opportunities in Turkey.” Abraaj’s Anatolia Growth Capital Fund invests in high-growth companies, focusing on the developing provinces and regions of Anatolia. The Fund targets 43 cities in Turkey with per capita incomes below 75 per cent of the national average, offering substantial convergence opportunities and growth potential. Investment in BRN Sleep Products marks Anatolia Growth Capital Fund’s first investment.

The EBRD has already worked with The Abraaj Group, having acquired a majority stake in Yörsan, one of Turkey’s foremost producers and retailers of dairy products. The Bank started investing in Turkey in 2009 and currently operates from offices in Istanbul, Ankara and Gaziantep. In 2014

Turkey became the EBRD’s leading recipient country, with new investments worth 1.4 billion. To date, the Bank has invested almost 5 billion in the country through 140 projects in infrastructure, energy, agribusiness, industry and finance.

Maison&Objet Paris celebrates twenty years of home design

MAISON&OBJET PARIS came into being twenty years ago to open the doors to new market and business opportunities for designers, craftspeople, manufacturers, brands and distributors from the diverse decor and design sectors.â&#x20AC;¨â&#x20AC;¨ This anniversary show, held from Friday 23 to Tuesday 27 January 2015, pulsed with a vibrant dynamic that confirms the relevance of this five-point focus. These leitmotifs have allowed MAISON&OBJET PARIS to build a multifaceted identity and lifestyle that is unrivalled anywhere in the world.

“After 20 years of change and growth, MAISON&OBJET PARIS now has distinctive content that unfailingly stirs a growing international community into action. Our ambition is to keep pace with market changes by offering a unique platform for dialogue, encounters, business and information, to be a catalyst for all those in design who enjoy gathering in Paris twice a year, but now in Singapore and Miami Beach, as well. What’s more, it now seems more essential than ever to give visitors the chance to savor incomparable experiences, and we do this by giving carte blanche to top design talents, as is done in this show’s special sections by the teamLab group and Nendo,” said Philippe Brocart, Managing Director of SAFI, the MAISON&OBJET event organizer. The next rendezvous of the prestigious event will be at 4-8 September 2015, in Paris.

CHINA Home Life Turkey offers sourcing Chinese products in Istanbul

Organized by Sinerji International Fair Organization Company, the 2015 edition of China Home Life Turkey will be held at CNR Expo, 3-6 June 2015

China Homelife Turkey will be held from 3 to 6 June at Hall 1 at the CNR Expo Yeşilköy İstanbul. Main focused sectors of the event include bedding, textiles, garment, home textiles, building materials, home appliances, household items, furniture, lighting products and kitchen & bathroom fittings. Today, China offers what no other country offers and does exports based on opportunities and needs of buyers. China Homelife exhibition is an important opportunity for entrepreneurs who want

to get the trade benefits of far eastern potential.” Turkey edition of the event is a highly successful China sourcing event. China Homelife Global Series is held in Dubai, Brazil, Poland, Egypt, Jordan ,Kazakhstan and India since 2009. During China Homelife fair 10,000 professional visitors from all over Turkey and Eurasia region will meet more than 500 exhibitors and 25,000 high quality exclusive brands. Each exhibitor is qualified through a quality control process.

Mercola.com now offers certified organic mattresses Safer, non-toxic bedding without flame retardant chemicals…

Hoffman Estates, IL (PRWEB) February 27, 2015 Many mattresses contain flame-retardant chemicals that could be bad for people’s health. Mercola. com has introduced organic cotton mattresses and other bedding products that do not contain toxic flame retardant chemicals. Dr. Mercola’s Healthy Home mattresses provide fire protection with superior product design and better materials. Organic cotton is significantly less flammable by nature. All of Dr. Mercola’s organic bedding products are made by

Naturepedic and are certified organic AND non-toxic to the Global Organic Textile Standard. The mattresses are made with certified organic cotton grown

without synthetic pesticides, fertilizers, defoliants or GMOs. Mercola’s adult mattresses are customizable for personal preference, offering firm, cushion firm, and plush options that can be swapped for free (less shipping charges) within 90 days of purchase. Customers also have the option of getting a mattress with organic latex or microcoils for body contouring support. The latex used is certified to the Global Organic Latex Standard (GOLS). To learn more about this product and others, visitors can go to products.mercola.com.

Sunsa Bed keeps growing

Mahmut Ayca General coordinator of Sun-Sa

Producing 90 thousand beds and 40 thousand bases annually since 1979 Sunsa company exports 30% of its manufacturing. Germany, England, Greece, Sweden, Italy, Holland, Dubai, Iran Iraq, Moldavia, Kazakhstan, Turkmenistan, Azerbaijan and Cyprus are major export markets of the company. General coordinator of the company Mahmut Ayca informed about recent developments: â&#x20AC;&#x153;Our sales increased 20% in 2014. We made great strides in exports going beyond our expectations. Last year we have had focused on latex types. Also beds of pocket spring systems and visco foam types are demanded by customers heavily. They demand more natural prod-

ucts. Consumers have become more conscious while buying mattresses. We use latex in pocked spring kind of beds. The layer on these products is about 4 cm. thickness. A natural produce, latex is imported from Belgium. All fabrics used in the products are all anti-bacterial and natural. Non-flammable fabrics are used in beds sold to hotels. Both sides in the market, buyers and sellers are becoming more aware of what they buy and sell. Fairs reflect this trend. Earlier, beds were sold or even given as a gift by furniture companies. Now there are a large number of companies producing only mattresses. It becomes even a healthier product.

The company realized a growth of 20 % in 2014

Serkan Canözden: “Mattress industry is on the rise”

Yatsan Yatak board member Serkan Canözden evaluates the Turkish mattress sector as a developing and promising industry. Serkan Canözden, Board Member of Yatsan

Pointing out that Turkey has been experiencing an emerging period at every industry and the mattress industry is no exemption, Mr. Serkan Canözden, member of the board of Yatsan Yatak, stressed that the country has been increasing technology usage in the sector. “The recent years have seen the mattress manufacturing companies which attach importance on R&D studies and investments in machinery park started producing more comfortable and healthy mattresses,” Canözden commented. He detailed the industry with a comprehensive outline:

“Turkey has made a big progress in the mattress industry in last two decades!” “The Turkish furniture sector and some Turkish brands have recorded important rankings in domestic and international arenas in the last two decades. The promising trends in the industry figures cannot be underestimated. The progress of the Far East’s furniture industry in last decade has shown one again the importance of the advantage of Turkey’s geography. But it is a fact that the global competition has been harsher every day. In line with this factor the companies should first maintain the sector and then develop and grow it by placing extra importance on investing in knowledge, technology, R&D and human resources.

“R&D is a must for development!” “We have been offering our products in two parallel fields such as technology and supporting natural life. Ultimately, our products are consumer durables. The users should be able to use them a long time and more importantly, they should want to use them. But in the course

of time, as much the trends and fast development of technology are positive, the valueless change of trends and technologies which support unconscious consumption is also a fact. To build up the brand value and maintain the stability the companies have to prevent this. This, in its turn, can be achieved only by right and quality choices of the consumer. If the consumer is offered opportunities and right alternatives for his right choice, if he can find quality products as alternatives, that leads us to build up a respectful brand image. For this reason, we, as Yatsan, offer knowledge with right technology by considering the needs and choices of the consumer. With the qualified team at our R&D department, we offer our products in the framework of a boutique production understanding.â&#x20AC;?

Yatsan opens more stores in abroad

With its accumulated knowhow the company keeps its efforts to help consumers to sleep well.

(Left to right) Levent Ulusoy, Yatsan regional coordinator, Hale Ahmet, export manager, and Devrim Bilek, regional coordinator of Yatsan.

One of the companies following the developments in the industry and offering high level of beds Yatsan improved its lower level of products that will be sold at the same prices. Number of stores in abroad is also increased. Export representative of Yatsan Hale Ahmet, regional coordinators Devrim Bilek and Levent Ulusoy informed about their investments and export activities.

They have been using in the sportswear because of their ability to evaporate the humidity.

On products offered in 2014

On customized products

We reviewed our sub segment products in 2014. We improved them more. We began to use more woolen and cotton materials in their production. Their fabrics are changed by using cool and dry fabrics known as A/C technique.

In the last couple of years buyers in bed industry have become more aware of the details of the products they buy. We are one of the rare companies offering customized products thanks to our recent investments in machinery invento-

We added mechanisms that facilitate air ventilation inside our products. These are controlled by smart phones. We launched jelly visco products to reduce the complaints about over perspiration during sleep.

ry. We are a factory outside but a boutique workshop inside. Each of our 800 personnel operates like an individual factory. We accept special orders from buyers. They define we produce. This is one of our advantages.

On R&D activities and on listening the customers R&D is important for us. Our sector is also aware of the importance of this fact. As exporters we keep following the developments in the world and try to adopt them immediately. Actually, we have basically invested in people for improving our product and customer service qualities. We trained our sales staff to provide better customer services in our stores.

On retail and distribution activities Presently we have 68 exclusive sales store on 68 locations. We started with major cities to cover the market then moved to points in malls. This expanded our coverage in domestic market. Our stores in Mersin, Gaziantep and Antalya were highly successful. The same distribution scheme will be in operation this year, as well.

On exports of the company We may say that our exports have increased 30 % in 2014. We sold well in new markets we entered. Our stores in foreign countries were increased. New stores were opened in Morocco, Hungary, Iran, Latvia and in China. We have deals with worldwide distributors in America such as Serta and King Koil. We export our products to more than 30 countries including Belgium, Germany, Holland and Saudi Arabia. We want to start more stores in abroad. We targeted to establish 10 stores in China, which is a great market for beds with its large population.

Italy’s PerDormire mattresses in Turkey Represented by Palm Domestic and Foreign Trade Company are sold at concept stores of the company. Codice Nominativo

Partita IVA o Codice Fiscale

Valuta

Sconti

Pagamento

mattresses are made of ecological Yeliz Hacıoglu ˘ of Palm Domes€ 00033 Bonifico Bancario 90 g D/f tic and Foreign Trade Company materials. I will give you details of Porto Agente Operatorefurnished us about some Data of Scadenza Offerta the some of Materassificio Montalese Barbara products they sell among 15-07-2014 EXW - FRANCO others. products for the readers to haveFABBRICA Oggetto Offerta: PERDORMIRE RANGE an idea about the total quality of “The products of Materassificio the brand: can boast the highest della merce o servizio Descrizione Gruppo Montalese Sottogruppo Codice della merce o servizio U.M. standards of safety, ergonomics OLD FASHION – a dive into the and environmental care.SPRINT AmongMATRIX past L18 160x200 NR the main certifications of comAIIR BASIC NR A mattress rich of tradition and pliance and quality, enough to 160X200 history the Old Fashion, able to remember the Oeko Tex Standard TOUCH FOAM 160X200 NR Yeliz Hacıoglu evoke past fabrics and feelings. ˘ 100, a certification that guaranALOE VERA BIO Its VISCO 160X200design brings back NR traditional tees that the products do not conEstablished in 2012 and operin time:MIND a dive into the past, into tain or release substances AIIR harmful BASIC PILLOWTOP 160X200 NR ating in dealership of famous the tradition and elegance of the to human health, the LGA Pruf FREE MIND 160X200 NR Italian brands, Palm Domestic and Zertifikat, the special 1IM of the fabric that has marked the time NR Foreign Trade Company has been Interior Ministry for fire WELLNESS resistance,160X200 and the history of mattress. the BS (British Standard) 100 (UK) supplying mattresses without QUEEN SUPREME 20F 160X200 NR With the Old Fashion mattress, and 16 CFR 1632: 1991, 16 CFR innerspring. Representing Eco GRAN SONNO FRESH WASH NR the style of 160X200 the ancient mattress 1633: 2006 (USA) certifications TQL and Goma&Goma in Turkey, is actualized and modto CLIMA MEMORY 160X200 NR Central Asian Turkic Republics, Iran and the CATAS that, according ernized: technical Italian, European and and TRNC since its establishment, ERGOMIND 160X200 NR the old international regulations, certiPalm has recently accorded an border TRUE AIIR 160X200 NR fies safety, durability, reactions agreement with the most leading handand quality of all products. Our OLD FASHION 160X200 NR Italian mattress brand Materasmade company is a licensee of the sificio Montalese, manufacturer J'ADORE NR with Woolmark brand, as well as of 160X200 of PerDormire brand, to be the the needle the certificates “MEDICAL DEVICE” general dealer of this prestigious is replicated by Class 1 in accordance with Direcname in Turkey to sell the products tive 93/42/EC, Ref Leg.DM332 a completely handmade - August 27, 1999. Some of our at its concept stores. sewing crafts. It covers the zipper PALM IC VE DIS TICA

so that it becomes not visible, and make able to maintain the possibility of keep off the cover of the product on all 4 sides. Its special cover is Jacquard Lurex, with a striped ‘Old Style’ design, while the ancient paddings in wool and cotton, indicating the winter and summer seasons, have been replaced and improved by camel wool on one side and fabric flax on the other. The softness of camel wool make it an excellent thermal insulator, capable of incorporating a considerable mass of heated air that prevents the heat exchange and transforms it into an ideal padding for the winter season. His remarkable Hygroscopicity, higher than the one of sheep’s wool, ensure a dry and enjoyable microclimate. The flax fiber is obtained from the wood of the Linum Usitatissimum. Thanks to its qualities, the flax is still an innovative fiber: for the high Hygroscopicity and the ability to allow to immediate absorption and evaporation of liquids, with rapid elimination of moisture and heat. The flax is universally known for its qualities of freshness and comfort and is thus optimal for the summer season. The two paddings are enhanced in comfort thanks to the introduction, on both sides of the product, of the innovative Extra Soft Foam to increase the softness of the mattress. The internal plate is composed by 3 layers: upper layer in Visco Mind®, an innovative self-modeling material with strong ergonomic

qualities that can ensure a perfect fit of the mattress to the shape of the body. The middle layer is in blue Extra Soft Foam, material with an extraordinary softness and density. The lower layer is composed by Bio Foam Soia HR (High Resilience), an innovative Waterfoam made from a combination of 30% natural untreated soy oil extracts, with water. The special workings on both sides of the plates offers a differentiated support and a remarkable air passage able to reduce the level of humidity. The difference between the two sleep sides ensures different types of comfort and a choice of use in different seasons.

ALOE VERA BIO VISCO Contrary to traditional techniques involving the use of “smell covering fragrances”, the treatment Bayscent ® used for the cover of this mattress, helps to eliminate odors and gives a pleasant scent of clean tissues without altering the original quality of the fibers and

allowing an effective perspiration during sleep. Bayscent® uses the innovative technique of micro-encapsulation, a particular technology, through which thousands of micro-capsules containing the essence of Aloe Vera, inserted into the tissue, are able to activate on contact with the body by provid ing it all the benefits that it contains (anti-inflammatory, analgesic and anti-oxidants virtues). The special padding in Visco Mind®, a unique self-shaping material, gives the mattress a special ability to adapt perfectly to the shape of the body, increasing comfort by far during the night. The inner panel, consisting of a single layer in Waterfoam CFC-free, would provide a medium-hard carrying capacity to the mattress.

TRUE AIIR The True Comfort mattress is covered with a fabric made of technical and bright colors drawings. Its main features are connected to its being antimicrobial, hypoallergenic and with a notable softness. Padding of side B is in Extra Soft Foam able to offer technical performances higher when compared to normal paddings: it gives and extra soft effect and it

provides a softness 10 times higher vs. the traditional paddings. The Extra Soft Foam padding enrich the mattress by providing a special wrapping effect during the sleeping time. Side A is without padding since on the upper part of the mattress a 3 cm Visco Mind® Clima Fresh® Plus topper is applied in order to increase transpiration and comfort. The internal panel is composed by 4 cm of Waterfoam on the middle layer for an ergonomic support and 7 cm of extensible green HR AIIR Waterfoam on superior and bottom part. The special processing of the plate gives to the product an extraordinary elasticity (“spring effect”), durability and comfort. Thanks to the special perforated processing, wide passages are

CLIMA MEMORY Thanks to its cover in Outlast® fabric, Clima Memory provides excellent control of body temperature and hydration of the skin. This special fabric, enhanced by the association with the brand “Certified Space Technology®”, absorbs excess heat and returns it only when necessary, maintaining a constant temperature and significantly reducing perspiration. The non-allergenic insulating fiber padding ensures a healthy and hygienic sleep and keeps away mold and microorganisms of all kinds. The inner panel is divided into 4 layers: 3 different balances of Waterfoam with two different carrying capacities offer the right support to the body

made inside the plate in order to offer wide air passages able to produce a significant movement of air in order to ensure a maximum

breathability. This helps eliminating any form of moisture and prevents the formation of dust mites and mold.

WELLNESS

structure, while the top layer in Visco Mind ® HD (density 95 kg/m3), reducing the wrong pressure points, ensures a better grip of the body on the mattress and promotes the disappearance of various types of medical conditions such as back pains. The two different sides of rest ensure a diversity of comfort and a choice of use in different seasons.

The mattress Wellness is covered with Bamboo fiber, a material taken from a plant that, besides having special characteristics of elasticity and strength, thanks to its hollow structure, gives this mattress excellent breathability, maximum control of body moisture and excellent retention of heat during the night. The non-allergenic insulating fiber padding ensures a healthy and hygienic sleep, removing mold and microorganisms of all kinds, while the inner panel, composed of 3 layers, is able to adapt perfectly to every part of the body, giving the right support to the spine through the top layer of ViscoMind ® and through the other two layers in Waterfoam CFC-free. The two different sides of rest ensure a diversity of comfort and a choice of use in different seasons.

A change in Turkish furniture sector to generate synergy Steep increase in export figures of Turkish furniture sector led to change the name of Exportersâ&#x20AC;&#x2122; Association.

Turkish Furniture sector revealed its value by increasing its exports threefold in 10 years. The sector also revealed its place in the sector previously named as Wooden and Forestry Products, one of the 26 sectors under which Turkish exporters are organized with its USD 2.9 billion worth of exports. Following the increase in exports, the name of the sector was changed to Furniture Paper and Forestry Products. The name

of the Exporters Association under the auspices of Aegean Exporters Associations also changed as Aegean Furniture Paper and Forestry Products Exporters Association. With a notification numbered as 2015/1 issued by Ministry of Economy in the Official Gazette dated February 1, 2015 the names of Aegean, Mediterranean, Istanbul and The Central Anatolian Wooden and Forestry Products Exporters Associations changed as Furniture

Paper and Forestry Products Exporters Associations. The latest change in the name of exporters associations seen in 2008 as the Livestock and Aqua Products sector was renamed as Aqua and Animal Products sector. Mr. Nurettin Tarakçıoğlu, Chairman of Board of Aegean Furniture Paper and Forestry Products Exporters Association stated that Turkey’s furniture exports contin-

uously increased during last ten years, from USD 958,8 million of 2005 to USD 2 billion 981 million and made a significant progress in the fields of design and branding and as a result strengthened its position in global markets. Profile of the sector; 200.000 employment, 18.000 exporters, 35.000 enterprises... Turkish Furniture sector heading toward its export target with “De-

sign Contest” and “R&D Project Market” events... Mr. Tarakçıoğlu also told that 200.000 workers are employed in the furniture sector by almost 35.000 enterprises with different capacities, more than 7.000 of them are being exporters. Mr. Tarakçıoğlu added: “Turkish Furniture sector targets USD 10 billion worth of exports in the year 2023, the four exporters

associations in the sector organize together the 8th Furniture Design Contest event in 2015. These events contribute a lot to the design and branding efforts of the sector. With the brand-new ergonomic and stylish designs, the Turkish Furniture sector increases its share in world markets. Furthermore, the second R&D Project Market event during the last year is amongst one of the important dynamics stimulating the dynamism of our sector. So as to provide the continuity of in-

crease in our exports, we decided to change the name of our sector and with this change we are also aiming at creating a new synergy. The share of furniture products in the exports of Turkish Furniture Paper and Forestry Products Sector increased from 55% to 66% from the year 2004 to 2014. Mr. Tarakçıoğlu lastly stated that Turkey exports furniture products more than 200 countries, the leading ones are being Iraq, Russian Federation, Libya, Germany, France, Saudi Arabia, Iran.

YEARS 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

EXPORT VALUE (USD) 839,220,000 950,821,000 1,103,453,000 1,500,418,000 1,918,639,000 1,613,969,000 1,804,769,000 2,135,597,000 2,434,348,000 2,839,972,000 2,981,123,000

Alfemo targets 80% growth One of the major bed and furniture producers in Turkey Alfemo plans to establish more bed centers in 2015. Growth target for the year is 80%. Export manager of the company Serkan Duman and retail expert Volkan Ozel informed about their activities. Serkan Duman - Export manager of Alfemo

On the year 2014 and plans for 2015 We did not grow as much as we desired but there was no sales loss in 2014, 10 % up. We export 35% of the production. Iraq is our major market among 60 other countries. We emphasize on retail concept. This year will open our first stores in Uzbekistan and Kazakhstan. In 2015 we expect to grow 80%. We opened 14 stores in export markets including Panama, Costa Rica, Columbia and Venezuela. We enter other countries in Middle East and Central America. Stores are designed on the same concept and it takes 6 months to open a new one. Now we have 39 stores in 20 countries.

On beds series and technologies used in them A renovation project was started in the second half of 2014. We studies all materials used in beds and their use for the consumer. All beds that have been manufactured will be redesigned from their fabrics and fillings. We started to buy our fabrics from different suppliers to improve our quality. We use breathing visco fabrics, new felts, new and more durable springs, and cords that are supplied by a producer of seatbelts. We produce our own springs to be used in the manufacturing. A new and multi spring system was developed and the number of springs per sqm was increased. In Queen Elizabeth model there are 220 springs/sqm. We also combined pocket and multi springs as double or triple spring systems. Pocket springs spread the pressure and multi spring system makes them orthopedic. We also use zone pocket springs each is for different weighs and pressures. We also offered Luxus, Medi-Fit, New Age, Sleeper and Visco Sleep series.

Luxus series is for ultra lux sleep for spouses, the healthiest bed technology, produced up to American high low pocket technology. It applies different pressures thanks to their springs of different heights and pressures arranged in cascades. Raw material for Bamboo series comes from nature. Tests showed that fabrics made of bamboo are more durable and practical and is naturally anti-bacterial, has high level of hydrofoil, is breathing and resistant to UV lights. Bamboo

grows naturally and fast in nature, and is nature friendly. It prevents mites, bacteria and allergens. Medi-fit series is for medical benefits. Research shows that deep and slow sleeps are more restful after a stressful day ended in some time in nature. Walking in fresh air, running, playing tennis or swimming is good before a good sleep. A right mattress is a must for complete health benefits.

Hircus goats are originated. Wool obtained from this kind is known as cashmere in the world and named as Pashmina by local population. In this series of bed, fabrics made of pure cashmere are used and this provides highest comfort by balancing temperature of the bed. Since it is high velocity of heating and cooling in wool, it serves as an heat conditioning element.

Cashmere sensitive serie of beds take its name from Cashmere region in Himalayas where Capra

Cellpur visco of visco sleep series in made of cellpur, with a mixture of natural material obtained from

eucalyptus trees with foamed materials. With its microstructure the bed removes the moisture during sleep time and reverse it fast during day. It provides highest level of dryness for better sleep. Cellulose powder in it prevents mites and allergens. With its open porous cells the form of bed is maintained and it is flexible, breathable.

On the sleep culture of consumers Price of beds are converging the price of bedroom furniture in line with increasing consciousness of buyers and consumers. They are now highly aware of terms suc as pocket spring, visco, processed fabrics etc. Sellers also can offer customers a wide range of product alternatives

to suit best to the needs of individual customer. Two sided beds are improving the sleep qualities of spouses.

On retail stores Last year we increased our investment on products addressing young consumers. We have 14 special stores in Turkey. This year we are opening new stores as bed centers. There will be two channels to reach our buyers. One is for Alfemo that operates as full concept. In general this focuses on furniture. The other line is designed for younger generations. We organized our management plans for new stores. Presently we have only two bed centers in Turkey, one in Samsun the other in Rize. Our target for this year is to reach 25 stores.

Get ready for a comfortable sleep with IDER Mobilya’s Paddy bed Ider Mobilya puts its Paddy bed model on the market for people who acknowledge the importance of starting a day with a rested body. Paddy bed gives you back the energy you lose within a day and enhances your dreams. Paddy bed can be safely used at homes as it is in accordance with OEKO-TEX standards.

Comfort is here all year round Thanks to the bioenergetics technology used in Ider Mobilya Paddy bed model; air permeability of fabrics is a lot more in comparison with other fabrics. It balances the body temperature throughout the night and therefore helps comfort continue all year round. Beds are always clean thanks to their water repellency feature Thanks to its water repellency feature preventing dirt from getting into the bed, you can save both time and energy which you would otherwise spend on cleaning. You can also prevent mold growth thanks to the bed’s wetting proof structure.

Your bed is under protection against bacteria Beds are very favorable places for bacteria, mold and dust mite growth. People while sleeping leave sweat, oil and skin pieces all of which provide an environment for bacteria, mold and dust mite growth. These ‘unwanted guests’ on the bed can reproduce constantly despite a cleaning process and allergy concentration - caused by house dust mites – increases, and strong and unpleasant odors occur. Sanitized beds fight against these factors and take the bed under protection.

Hercules spring system improves sleeping quality Hercules spring system which has the most appropriate

response time to gestures helps improve your sleeping quality. HR foams with orthopedic structure and proven durability refresh your body by providing the necessary comfort for you. You will be able to enjoy summer months without having sleeping problems due to the heat thanks to the bed’s cool and body temperature balancing structures. You can safely use Paddy bed model which has a certificate of conformity to OEKO-TEX standards. The product proves that it doesn’t contain any unhealthy substance with its internationally recognized certificate. You can find Paddy bed model in Ider Mobilya stores.

Isbir expands in export markets with Turquality support

Isbir Yatak company was covered by Turquality incentive program and aims to export half of its production. The company opens 30 new stores. General manager Metin Gultepe introduced his company and export activities:

On recent activities of the company

Metin Gultepe General Manager of Isbir Yatak

We started a restructuring period in 2013 with new investments. A three-layer distribution network composed of producer, regional and local distributors, was estab-

lished. Now we serve in domestic market with three regional, 120 exclusive and 137 shop-in-shop distributors.

Exports We sold 15% of our production into 17 export markets. This month we have been accepted in the Turquality program that will encourage us for more investments in abroad. Half of our expenses will be funded by the program. We plan to open 30 stores in 4 countries. Our target is to sell half

of our production in abroad in four years. Bed is a bulky product, so we need more incentives for reducing logistics and financial costs.

On the industry In the 2000â&#x20AC;&#x2122;s when we entered in bed business by starting visco elastic foam production, the industry has changed. We emphasized on the importance of beds for health and for our lives. We are kind of pioneers in the increasing awareness in the market. We launched new products by using latest technology and better materials and we took the lead in the market. Now our rivals are following our footsteps, and we keep our efforts to develop innovative products.

On the technologies used in new products We have a bed that its hardness can be controlled remotely. Another bed has heat-conditioning system that can be cooled on

the one side by 5 degrees while the other side is to be heated up to 48 degrees thanks to a special pad. We have another bed developed and approved by two universities that contains vitamin A and C molecules that 66.7 % of them are transferred to skin during sleep.

Not every visco is â&#x20AC;&#x153;Viscostarâ&#x20AC;?

In so-called bed A/C type of bed, there are tiny pipes imbedded in pads that circulate waters to keep the temperature stable during sleep. Temp is controlled by user

Viscoelastic material, the main component of Viscostar, contains billions of microscopic memory cells. It is memory foam with an open-cell structure, giving a

either for cooling or heating purposes. Smart beds that are made of polymer springs is a signal for groundbreaking developments. They are quitter, more durable and more flexible than their previous kinds.

minimum reaction time through its molecule mobility. With its unique decompression qualities, first used by NASA astronauts in order to provide them with relief from the intense G-Force they experienced during space travel. Incorporating cutting-edge space technology into their design, Viscostar mattresses have a decompressing quality due to the viscoelastic materials used on the surface of the mattress. The memory cells move in response to body heat and weight, taking on a new ergonomic shape that fits your body. They are called Memory Foam Mattresses because of their mnemonic decompression quality. By molding to your body, the mattress alleviates pressure and paves the way for healthier blood circulation. Reduces unwanted movements in bed and increases the quality of sleep. Recommended by health experts for its therapeutic ability to relieve pressure and alleviate extreme fatigue and soreness. Viscostar is the ideal mattress for health-conscious people due to its pressure relief and perfect body alignment qualities. It helps to reduce back, shoulder and neck pains.

On growing consciousness of customers We started a trend for the development of better products that is imitated by our rival companies. Buyers are coming to the stores after searching what they need and what they can get. They began to ask more questions. So, we grouped our products into the needs of customer segments. We have more economical products for C and D segments that are sold under B-Mix brand in corner stores.

Simmons unifies Beautyrest brand with historic product introduction

ATLANTA – This January Market, Simmons Bedding Company (“Simmons”) celebrated the unification of its Beautyrest® brand with the largest product launch in company history. The cross-category product introduction representing more than 70 percent of Simmons’ product portfolio unite under the company’s flagship brand. The One Beautyrest strategy comes to life in the new Recharge family of products. Four new lines will debut under the Beautyrest Recharge® banner: * Beautyrest Recharge® and Recharge® Ultra, an upgrade of the popular classic at affordable price points * Beautyrest Recharge® World Class™, expertly crafted to provide the ultimate in support, comfort and temperature management * Beautyrest Recharge® Hybrid, redesigned to combine the best and latest in Pocketed Coil® Technology and AirCool™ Memory Foam

* Beautyrest Recharge® Memory Foam Plus, innovative memory foam technology comprises a true support system unlike anything else in the category The new offering promises more value at every level, ensuring exclusive technologies, unmatched feels and legendary support across all lines. “Simmons has steadily moved toward Beautyrest brand unification since 2012, and we’re excited to implement this fully realized brand alignment in 2015. Beautyrest already commands strength in the marketplace with consumers, retailers and suppliers alike. This move was the natural next step in powering brand momentum,” said Jeff Willard, EVP of Marketing at Simmons. Beautyrest Recharge and Recharge Ultra feature Legendary Pocketed Coil® technology, providing conforming back support and motion separation for undisturbed sleep. Comfort comes thanks to layers of premium GelTouch™ and AirCool Foams that promote freedom of movement and pressure relief, as well as exceptional surface contouring and conformability. Recharge Ultra models also contain a layer of AirCool Memory Foam for comfort, pressure relief and temperature management. The line’s 13 models are priced from $699-$1,299 and offer multiple feel choices. Beautyrest Recharge World Class combines the unparalleled support of Beautyrest Pocketed Coil technology with the comfort of GelTouch and AirCool Memory Foam and temperature management of the new SurfaceCool Plus™ Fiber. This unique fiber lay-

er is designed to dissipate heat away from the surface to help the sleeper maintain an ideal sleep temperature. This expertly crafted combination aims to help consumers experience a superior night’s sleep. The line’s 10 models are priced from $1,399-$1,999 and offer multiple feel choices. Beautyrest Recharge Hybrid is the next generation mattress that combines the best of both worlds - Beautyrest Pocketed Coil technology with AirCool Gel Memory Foam technology - to deliver the support consumers need and the comfort they want. Also featured is the innovative, new AirCool® Max Memory Foam, using conductive properties of Simmons’ proprietary Micro-Diamond Technology to help move heat away from the

body. The conforming back support of Beautyrest Pocketed Coil springs paired with the comfort, pressure relief and temperature management of AirCool Memory Foam technologies is the choice for consumers looking to experience energizing sleep. The line’s six models are priced from $1,399$2,499 and offer multiple feel choices. Beautyrest Recharge Memory Foam Plus combines exclusive new technologies for conforming support, comfort and temperature management. Unlike most memory foam mattresses, this line offers a Dual Support System, topping its base support foam with the new Beautyrest Engineered Gel Support Layer. The over 700 responsive sculpted cushions that

make up the Engineered Gel Support Layer independently conform to your shape and movement for personalized support. This layer combines with the temperature managing, conductive properties of AirCool Max Memory Foam to help provide restful, restorative sleep. The line’s five models are priced from $1,399-$2,499 and offer several feel choices. All four lines offer Simmons’ new, non-prorated ten-year limited warranty. The lines feature striking new aesthetics, including an enhanced Beautyrest Navy and a new sable-colored design, featuring a sophisticated herringbone pattern on select models in the Recharge World Class line.

From value to looks to performance, we’ve improved upon every facet of the new Beautyrest lines across all price points,” said Rolf Sannes, Vice President of Brand Management. “With the best new technologies and aesthetic trends, the new Recharge product family brings consumers the comfort, support, innovation and quality they expect from Beautyrest.” Simmons will also introduce a new line of BeautySleep® mattresses, providing customers with unmatched comfort, support and value at entry-level price points. Select models feature GelTouch Foam and AirCool Memory Foam for comfort and freedom of movement. The line’s seven models offer multiple feel choices. The line

offers Simmons’ new, non-prorated ten-year limited warranty. Four new pillows will debut in Vegas as well. Priced $69-$149, this line features AirCool Memory Foam, removable covers and travel cases in select models.

Recharge 2.0: 2015 Beautyrest ad campaign The revamped Beautyrest portfolio will be supported by a full-scale advertising campaign, the largest in company history. In a time when the CDC calls the country’s sleep habits “a public health epidemic”[1] where as many as 70 million Americans suffer from lack of sleep[2], Simmons aims to offer consumers the easiest, most natural solution to fix their sleep problems: the mattress.

The 2015 Recharge 2.0 campaign picks up where the 2014 Recharge campaign left off. After showing a world where people didn’t get their Beautyrest, the new campaign wakes up America’s Sleep Challenged. The new high-energy campaign, aptly themed Look Out World, transitions the focus from the Day Before to the Morning After. “The Recharge 2.0 campaign is a celebration of consumers taking back the day after a recharging night of Beautyrest,” said Willard. “It’s a quick-witted, fun and empowering take on a serious issue, and provides a look at how a Beautyrest mattress allows people to reclaim healthy sleep habits to vastly improve their lives.” The consumer campaign kicks off in February 2015, with TV spots airing prior to Presidents’ Day on network and cable channels. A comprehensive digital, social, public relations push will round out this national, multimedia campaign.

Symposium Simmons will also expand its retail sales initiative Simposium dedicated to helping Retail Sales Associates (RSA) simplify and streamline the sell.

In January, the company will launch SleepSells.com, a one-stop information hub for the retail sales community. The site houses a multimedia mix of informative, relevant content that RSAs can leverage to strengthen their pitch. This includes behind-the-scenes looks at Simmons’ emerging products and technologies, industry and consumer trends around sleep and wellness, and retail best practices – all informed and inspired by real comments and feedback from RSAs, Simmons Retail Account Specialists (RAS), and Simmons leadership. Sharing and comment features allow for two-way conversation among RSAs, RASs and Simmons decision-makers. Unlike other industry resource sites, SleepSells.com connects the RSA directly to the manufacturer, making for a unique, personal dialogue that encourages learning on both sides. SleepSell.com is the first manufacturer-developed site of its kind targeted directly and exclusively to the RSA. Simmons also announces, as of Market, the public availability of SIMulator, its proprietary, groundbreaking augmented reality app, across all major product lines. This app, introduced with great success at Market in July 2014,

uses customized, trackable torso boards to trigger an interactive 3-D model that breaks down the mattress layer-by-layer. This peek “behind the curtain” is designed to increase consumers’ comfort and confidence, thereby shortening the purchasing cycle and enabling RSAs to more easily close the sale. SIMulator will feature products from all flagship lines, including: Beautyrest Recharge, Beautyrest Recharge World Class, Beautyrest Recharge Hybrid, Beautyrest Recharge Memory Foam Plus and Beautyrest Black®. The app is available for download on the App Store and Google Play™ beginning January 2015. With a final word on his company’s 2015 strategy, Simmons President Tony Smith says: “By uniting our innovative products under the muscle of our flagship brand, we strengthen our multi-category portfolio offering in the full range of price points. We’re investing more than ever before in national advertising in order to continue the momentum of Beautyrest in the Marketplace. This, combined with our unique approach to retail sales outreach, sets us on the course to continue to match - even exceed - our stellar sales growth of recent years.”

Las Vegas Market shifts Winter 2016 market dates LAS VEGAS – Las Vegas Market recently announced that it is changing the dates for the Winter 2016 Market, which will now run from Sunday, January 24 to Thursday, January 28, 2016. Previously scheduled for January 17-21, 2016 to align for a second consecutive year with Design & Construction Week™, the shift to the last week of January allows for more space between other markets to accommodate buyers, manufacturers and designers across the US and internationally.

“Although the coordination in timing with Design & Construction Week ™ for Winter 2015 brought increased attendance from the interior design community, we feel we must mitigate the overlap among January markets as much as possible by adjusting our dates to better serve the needs of our customers, who are our primary focus,” said Bob Maricich, Chief Executive Officer of International Market Centers. “After we announced our January 2016 dates last year, other markets in our industry shifted their dates, causing a conflict with our date pattern, which this change is designed to

circumvent.” Las Vegas Market previously held its Winter Market the last week in January, until it shifted to an earlier date pattern for the 2015 show to align with Design & Construction Week™, bringing together five of the leading design and construction industry trade shows in Las Vegas. The co-location provided interior designers and buyers the opportunity to shop all five shows, but increased hotel rates and travel costs due to high occupancy across the city were restrictive for some Las Vegas Market exhibitors and attendees, potentially suppressing further attendance growth.    By the numbers, Winter Market 2015 registered the highest attendance numbers in the Market’s nearly 10-year history, with overall growth of 11% over Winter 2014, and a 21% jump in attendance in the gift and home décor segment. The well-developed furniture base also registered attendance growth of more than 3.5%, indicating that even in this large and established category, the breadth and depth of resources continues to attract new attention.    Plans for Summer 2015 Market, running August 2-6, include a casual furniture launch, with two floors devoted exclusively to the category; the launch of C11 for housewares, gourmet and tabletop, and the relocation and re-launch of gift and home décor temporary exhibits in the Pavilions.    Las Vegas Market is the most comprehensive furniture, home décor and gift marketplace in the Western U.S., presenting 2,200+ gift, home décor and furniture resources in an unrivaled market destination. Summer 2015 Market runs August 2-6, 2015.

EYŞAN Mattress starts e-sales

Offering services to the sleep sector in Yılmaz Group of Companies since 2006, Eysan Mattress Company is set to sell mattresses online also as of this year. Perihan Yilmaz Dilek, assistant general manager furnished us about their latest developments and about their R&D studies. She also underlined that they would increase their domestic and foreign trade volumes. Her remarks:

About Beds Perihan Yilmaz Dilek, assistant general manager of Eyşan

Eysan, producing Duralli Brand Mattresses at an annual produc-

tion capacity of 30,000 mattresses is one of the industry’s leading companies. Since our factory established in 2006 in Bursa, we have been serving the furniture and home textiles. Our products reach the final customer. Therefore, R & D and innovation is very important. In 2012, R & D and design to make many studies, we move further up the quality of our products. We have become a preferred brand and followed. Positive feedback from our customers

about our quality of our products and after-sales service, we have further strengthened. We are moving confidently towards our goals in the sector.

About 2015 plans Our work in 2015 and will continue all quickly. Our domestic sales network, while at the same time promotes our work also continues to increase our exports. We

are going through a restructuring process and we strengthened our sales and marketing departments. As well as updating our web site and we are opening our doors to e-commerce. Our goal is to export our beds all around the world. Make feel the difference Duralli Mattress to our costumers.

A good bed should; - Be supporting the spine, should

help to protect the natural form. - Be able to prevent the back pain with the right spring system. - Allow the body to breathe during the night - Improve the quality of sleep by balancing the body temperature. Remember, a good day starts from the night.

ISMOB Fair moves to TUYAP

ISMOB (Istanbul Furniture Fair), the largest furniture fair of Turkey will be held at TUYAP instead of CNR Expo Center. In the framework of cooperation accorded between TUYAP Tum Fuarcilik Yapim A.S. and MOSDER (Association of Turkish Furniture Manufacturers), the next edition of the world famous fair, the 12th edition, will be held at Tuyap Exhibition and Congress Center, January 12-17 2016. As an exhibition company rendering modern services to exhibitors and visitors and having the biggest and most modern exhibition center with its technical infrastructure, Beylikduzu TUYAP Exhibition and Congress Center will host exhibitors and visitors in 14 halls.

All new technologies in one bed

Topaz, a new product of Mekan Yatak, combines all details needed for a perfect bed, anti-bacterial, anti-fungal, anti-allergic, sensitive to heat and movements of the body.

Produced out of natural latex obtained from rubber trees, the bed is made for allergic humans. It has special air channels that increase contact of oxygen with materials thus prevents allergen development. People breath better as a result. Dead cells that were spilled over beds are also removed with by ventilating air and provide a natural protection and a healthy conditions for human life. The product is made by using pocket arc spring system that connects springs independently by reducing friction. The structure is good for the form of body and provides an orthopedic effect that improves sleep quality.

Istanbul’s “Sleep Well Expo” growing fast!

As the Turkish housing construction sector developing very fast and the population is growing faster, new houses are being built at a tremendous number and the need for filling these houses is growing considerably. Sleep products are among the basic needs of these needs. The industry has been growing also in line with the living conditions of people on the one hand; it has been growing in line with people being more conscious for better sleep products on the other.

After the successful premiere of the fair in 2014, it 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.

The Turkish sleep products industry has been prospering fast at all aspects from mattress to machinery, from pillows to quilts, from box spring to headboards. It adapts the latest trends and technologies. The organizer has started to sell spaces and many exhibitors rebooked their stands including Boyteks, Form Sunger, Boycelik, BRN, Allbeco, Milkay, Sefox, Nerteks, Siteks, Stilo Yatak, Kirayteks, Latexco, Tempo Yatak, Mavera Kimya, Feryal Fermuar, Dogus Ofset, Kayteks, Ersan Madeni Esya, Elit Medikal, Polya Yatak, Giz Grup, Jakarteks, Niron Yatak, Pomax, MKR Tekstil, Palmflex, SPM Sunger, Umit Maki-

na, Elektroteks, Katermak, ISM Makina, Onur Kapitone and many moreâ&#x20AC;Ś As the first and the only fair in its field in Turkey, SLEEP WELL EXPO is a show bringing mattress main industry, sub-industry, machinery and components industry professionals together. The fair is an excellent platform to launch and to see the latest technologies, innovative products and latest collections. To be held on October 22-25, 2015, the fair was introduced in 2014 and the premiere edition was welcomed very well by the industry. The show brings all professionals of the sleep products industry together and visitors come from all parts of the world especially from the neighboring countries. The fair attracted especially the interest of those world brands who want to sell to the Turkish market, and those who want to invest in and penetrate into Turkish market. The CEOs of the world mattress industry, top officials, purchasing managers, manufacturers, consumers, domes-

tic and foreign representatives and dealers all attend the fair. The Sleepwell Expo Show embraces and brings all collaborators of the sector together. It is a real trade platform for all branches including the main industry, the supply industry, machinery and equipment industrialists. As the only specialty fair in its field in Turkey, Sleep Well Expo has been an ideal venue for the whole industry in its 2014 premiere edition with the participation of 67 exhibitors of which 8 were foreigners and 5,171 visitors. Turkey is en emerging and stabile market with its fast growing population, advantageous location and developing economy. The mattress industry, mattress machinery and equipment are among the fastest growing sectors in Turkey. The developments experienced in the sector and the innovations, the collaboration among industrialists are the important factors motivating the improvement of the mat-

y the industr d a fair in e rg u ts n s e m ul’ e develop e of Istanb posite sid ese positiv p th o ll exhie A e . th y th t e t a held can ge is y in Turk u tr It o s . y u rn d re o in e b h g s eddin strongest ” show wa port from w tress and b one of the ational Air WELL EXPO e P rn b E l te il LE In S w rk w ir o tu fa h lot, too. the rt, Ata and that’s imports a clear that y onal airpo ry tr ti s e a v u rn d t s in te o e in lm us ls. r future. Th tes. It is a most famo w materia e very nea a few minu th in in s d e n id u ses and ra w s ro d re rl tt o a w m y f bition g tr o dus EXPO ome types bedding in SLEEP WELL achinery, s , m y r fairs in the e fo rk t Tu e rk dustry pro stry in good ma ducts indu lmost all in a ro h p ic p Turkey is a h e w le rs s s of exhibito ted to the uge succes corded a h fair dedica . Over 70% p re ly u n d o g n rganiza in d n p 4 a a 1 h ir is s tion, the o -20, 20 a fa The first 7 iz 1 e n l a th ri f p rg o A O n io as held of Voli Fair lls and the econd edit ISTANBUL w e officials ad of 2 ha th Now the s te . s to e s in g u t in la u p b rd p o a . ame venue spaces acc fessionals 2-25, 2015 be at the s oked their o to b d y d le a u e d October 2 lr e , ch n s io s it a have a d w e fair the second show. The xtra hall at e ers of the n a e b l there wil big foyer,

Stating that the fair attracted a great deal of interest from domestic market and by companies from different countries, Omer Faruk Gorun, Project Manager of Sleep Well Expo outlined, “Sleep Well Expo covers the mattress main industry, sub industry, machinery and equipment. 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 was held in April 17-20, 2014. As the first of its kind in Turkey, Sleep Well Expo contributes to Turkey’s being a produc-

tion 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 once again 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. 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.”  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.

Yildiz Mobilya targets

Africa as its new market

Started as a small company producing beds 25 years ago Yildiz Mobilya is now managed by the third generation of the family. Targeting to increase its exports it aimed to enter African market. Halil Ibrahim Akyildiz sales and marketing manager introduced his company and its story:

On the history of company We started in 1990 in Adana by producing beds, bases and headsteads. Now we manage Yildiz yatak and Uyku Sarayı (Sleep Palace) brands. My grandfather, father and uncle were all making beds and quilts made from cotton. Once we made foam based beds. Now we assumed the business. When my grandfather came to Adana from Incirlik, small town in the region he saw inside of the beds made of cotton and he started to produce mattresses. Those beds have been sold by the 1990’s then spring beds came to the market. Now we produce beds in our factory of 3 thousand sqm.

On brands and product categories We have 24 model beds. Some of them are for export markets. Recently we began to establish shops to sell superior group of mattresses that were made of feather, anti-stress, lavender etc. Uyku Sarayı is the name

Halil Ibrahim Akyildiz Sales and Marketing Manager of Yildiz Yatak

of our stores where superior beds are sold. Under Yildiz Yatak brand traditional beds are sold. In some cities we have exclusive sellers.

On products exported 25 % of our production is exported. We target to make it 50 %. Presently the market in Cyprus is highly active. Besides we have a buyer in Iraq. We also produce for orders we got from a British buyer, about one FTL monthly. Belgium, Turkmenistan and Azerbaijan are our export markets. We want to penetrate in African and other virgin markets.

On 2014 performance Unfortunately it was an unproductive year. Markets in abroad have been slowed down. It was bed for the business.

General comments on mattress industry in Turkey Mattress is the category of furniture business that is bought carelessly in Turkey. Both sellers and buyers do not care much about the

health and other characteristics of mattresses, though it is so important because everyone spends at least eight hours in beds. They are durable and minimum period for renewing it is about 3 to 4 years. Buyers and consumers are

becoming more conscious thanks to the recent upheaval in the market. Libya, Germany, S. Arabia, Iraq, Algeria, England, Holland, Austria, Azerbaijan and UA, respectively.

03-06 Haziran | June 2015 CNR Expo | Yeşilköy, İstanbul, Turkey

Çin Ürünleri Fuarı

Evtekstili Döşemelik ve Perdelik Kumaş Halı ve Zemin Kaplamaları

China Products Fair

Home Textiles Upholstery Fabric Carpet and Flooring

www.chinahomelifeturkey.com | info@chinahomelifeturkey.com Organizatör / Organizer

Adres: Darulaceze Cd No:33 Bilas Is Mrk B Blok D:42 Okmeydanı Şişli, İstanbul - Turkey Tel:+90 212 210 99 86 | Fax:+90 212 222 34 96

Sinerji Uluslararası Fuarcılık

info@sinerjifuar.com | info@chinahomelifeturkey.com

B U F U A R 5 1 7 4 S AY I L I K A N U N G E R E Ğ İ N C E TO B B ( T Ü R K İ Y E O D A L A R V E B O R S A L A R B İ R L İ Ğ İ ) D E N E T İ M İ N D E D Ü Z E N L E N M E K T E D İ R

YataĹ&#x; grew 65% in exports Keeping opening stores in abroad; the company increased its sales 25% in 2014

Export manager of Yatas Mahmut Serkan Sen and R&D chief Gokhan Karahan informed about the products and export activities of Yataş.

On the performance of 2014 in export activities We signed contracts for investment in 2014. The one with Leggett and Platt was the most important. We developed new technologies beyond bonnel and pocked spring systems. We are a leading company in this regard by launching new products and changing the habits of customers. We are successful in all aspects of mattress industry. Last year our firm grew 25% high over on the average growth in the sector. Growth of exports was 65 %. We keep investing in machinery inventory. This year we added Kazakhstan and Austria in our export markets list and opened showrooms. We opened shops in Morocco, Egypt, Georgia and Bulgaria. We have 40 shops and shop in shops in 20 countries.

On five year plan of the company We have developed a five-year plan in 2013. The first stage of it was

highly successful. We target to grow 40 % annually, including this year. We plan a larger operation in China, a large but challenging market for us. We have plans for German and west European markets by starting franchise operations. We think that every company has to get their share from these markets because they are stable markets. Central Asia is an attractive region besides Gulf countries. We try to increase the number of export markets. In five years time, there will be a new Yataş company. It is so valuable for our brand and for our country. Our people will be proud when they see our stores in China and in other countries. We aimed a cumulative growth of 200% in five years.

New technologies are first seen in Yataş Gokhan Karahan, R&D chief of Yataşinformed about latest products that the company has launched: Last year we signed a cooperation agreement with Leggett and Platt company, one of the largest suppliers of springs in the world. They developed four special springs for us. Wallaby is known as the most

Gökhan Karahan, Mattress R&D Chief of Yataş

Mahmut Serkan Şen, Export Manager of Yataş

advanced type of pocket springs. It has an additional spring inside like baby. Actually, Wallaby is the name of baby kangaroo. First upper parts and then the inner little springs become operational. It was perfected with additional 5 zoned design. Ergo coil spring system is one of the most advanced ones used in our products. Spring carcass of the mattress is made of a continuous wire. It contains double amount of springs in comparison of normal mattresses.

as soft as fibers and as durable as HR foams. This polymer based material is used in Verticoil Aqua mattresses.

We developed wet gel in foams, this is not a kind of viscos. It is

People in Turkey generally prefer firmer mattresses. What is important is to choose the right mattress for the right people. Sometimes r firmer mattresses are not good for those who have spinal problems. Customized productions are on the increase. Choices are enriched for the people seeking better solutions. We do not limit our product varieties. Even we have testing hybrid systems.

On hybrid systems They are made of by using both foam and springs at equal ratios. They contain visco foams, polyurethane foams, micro pocket springs distributed evenly. There are so called American system products in the market. Besides we developed a special waist support mechanism which is made of polymer materials. We have 26 different models of beds mattresses, 7 were launched this year including the mattresses with pads. Verticoil Aqua mattress

has three layers of pads. Top layer is washable, middle layer adjusts the firmness of the mattress. By changing surfaces of pads consumers may adjust the firmness of their mattresses according to their choices.

Perfect beds are customized The best bed is the one that was designed just to the purpose. It has an engineering work behind its design. Better mattresses are developed by studying, testing and adjusting technically. In short, customized beds are the perfect bed for individuals.

Las Vegas Market reports largest attendance to date

LAS VEGAS – Las Vegas Market announced that the Winter Market, which ran Sunday, January 18, through Thursday, January 22, 2015, registered the highest attendance numbers in the Market’s nearly 10-year history, with overall growth of 11% over Winter 2014, and a 21% jump in attendance in the gift and home décor segment, specifically.

“Winter Las Vegas Market was a clear and dramatic success by virtually every measurement, including overall attendance growth; the increasing number, diversity and quality of resources; orders written, and new contacts made,” said Bob Maricich, chief executive officer, International Market Centers. “Virtually every showroom on every floor was abuzz with activity. The incredible 21% gains in gift and home décor attendance reflect the intensive efforts we have put into developing this segment of the market. The well-developed furniture base also registered attendance growth of more than 3.5%, indicating that even in this large and established category, the breadth and depth of resources continues to attract new attention. With our threeyear gift and home décor strategic growth plan nearing completion,

Las Vegas Market is continuing its impressive momentum and delivering on our promise to transform Las Vegas Market into the leading furniture, home décor and gift destination in the western United States.” Las Vegas Market’s strategic positioning as the dominant destination in the Western region resulted in a significant growth of 9% in attendance figures from the Western states; as well as increases of 16% from the TOLA region (Texas, Oklahoma, Louisiana and Arkansas) and gains of 15% in attendance from Midwest States. Overall, the Market attracted more than 7,800 first-time domestic buyers, with 30% of

these newcomers hailing from California, which also is the top feeder state for overall attendance. Las Vegas Market also reported strong growth in international attendance, with increases of 13% and visitors from more than 102 countries. Many exhibitors reported strong order-writing, coupled with meeting large numbers of first-time contacts at the Winter Market. Activity was particularly brisk in the gift and home décor category, highlights of which included the soft launch of C5, a new boutique showroom floor for better home décor and high-end home textiles, as well as more than 225 newto-market exhibitors – since the

summer 2014 market – in both permanent showrooms and temporary exhibitions. Tommy Mitchell, co-owner and founder of Tommy Mitchell, one of the C5 charter tenants, said, “The traffic is good and we are seeing a large percentage of qualified people. We are very excited about the next show and the full launch of C5. There are lots of customers here that don’t know who we are because we are primarily on the East coast. The concept of C5 is a great one and as the floor develops even more buyers will come. We believe in IMC’s vision for the Las Vegas Market and want to be part of building this floor and the Market.”

Winter market registers 11% overall attendance growth; 21% gain in gift & home décor category

Furniture vendors reported strong interest from both new and existing customers, with more than 82 of the top 100 retailers attending Winter Market, and responded enthusiastically to the increased furniture buyer attendance. According to Luis Ruesga, CEO of Zuo, “This has been our best Last Vegas Market since 2006, and we couldn’t be happier! We’ve scanned 3,500 buyers in the first three days alone. We see

Las Vegas Market as a worldwide show not as a regional show. We picked up top 100 retailers Art Van and Furniture Row this Market and I can’t count how many new smaller accounts we’ve opened this Market.” Winter Market also garnered strong interest from the interior design community, with designers taking advantage of the opportunities for cross-category shopping between furniture, gifts and home décor. Attendance by interior designers was up 34.5%, spurred in part by the fact that the Winter Market was timed to coincide with the annual Design & Construction Week™ (DCW), bringing together five of the leading design and construction industry trade shows in Las Vegas. According to New York-based designer Kathy Kuo, Las Vegas Market is easy to shop because “everything is here, in three buildings.” For her high-end clients,

she’s able to find what she needs: “In terms of better home décor, all of our really higher end brands such as Global Views, Mr. Brown, Noir Furniture…they’re all in Las Vegas with great showroom presence…they have large showroom space…I think they have a HUGE assortment of furniture and home décor.” Retailers attending Winter Market were thrilled about the vast array of new and existing resources, noting the enormous growth of lifestyle merchandise and the synergies between complementary furniture, home décor and gift lines. Retailer Greg Greeson, IDSA, Creative Director/CEO/ Co-founder of Collectic Home (Austin, TX), said, “In a nutshell, we LOVE the Las Vegas Market. We will attend a minimum of 3 days or more next time. We shop furniture, lighting and accessories, and I also enjoy the seminars and the Resource Center.”

Fresh off the largest Winter Market in its history, Las Vegas Market is looking to the future, with the upcoming Summer Market—running August 2 to August 6, 2015—representing the culmination of its three-year strategic growth plan as well as the Market’s 10-year anniversary celebration. Highlights planned for the Summer Market include the debut of two floors dedicated to the outdoor furniture industry, with 250,000 square feet on the 12th and 13th floors in Building C featuring a combination of permanent showrooms and temporary exhibit space. More than 13 leading casual manufacturers have already signed long-term leases with Las Vegas Market; many more exhibitors are expected to announce their participation in the coming months. Summer Market also will mark the debut of two additional new showroom floors in Building C: C5

for boutique home décor, high-end home textiles and accessories, which previewed at Winter Market and received rave reviews; and C11, a showroom floor focusing on gourmet housewares, tabletop and gifts. To facilitate growth and create room for these new showroom floors, Las Vegas Market is launching The Pavilions at Las Vegas Market in existing permanent enclosed structures on the Las Vegas Market campus. The Pavilions will showcase temporaries previously housed on C5 and C11 along with an entirely new temporary offering featuring a cohesive collection of home décor, decorative accessories, personal/ fashion accessories and trend forward gift exhibits. Las Vegas Market is the leading furniture, home decor and gift marketplace in the western U.S., presenting 2,200+ gift, home décor and furniture resources in an unrivaled market destination. Las Vegas Market features thousands of gift, furniture and home décor lines, allowing for cross-category commerce among these industries. The Summer 2015 Las Vegas Market runs August 2 to August 6, 2015, at World Market Center Las Vegas.

Berfa Group supplies quality raw materials for mattress industry 96

We have recently interviewed Fatih Mutlu, Chairman of the Board, Berfa Group. Co. Head quartered in Kayseri. He focused on the significance of quality raw materials from the standpoint of mattress industry.

Could you inform us on the activities of Berfa?

Could you be more specific on your area of specialization?

Berfa supplies diverse range of raw materials and bases, felts and labels for the mattress industry for years. Sold to 22 countries, the bases can be mounted in three minutes and is sold under three years of guarantee.

While selecting raw materials, we put emphasis on utmost quality in order to upgrade customer satisfaction. Imagine a comfort conscious mattress that has its own natural defenses for all imperfections.

Berfa group is dedicated to increase its product quality and customer satisfaction since its establishment in the industry. Being a customer and productivity oriented company, Berfa emphasizes on the mutual utility between partners. The Company aims to increase its brand value both in domestic, regional and global markets.

Innovative, high-performance materials from Berfa now make all these possible, minimizing the risk of allergies and discomfort, and allowing customers to enjoy a trouble-free sleep. Berfa also offers training advices and the innovative concepts and designs to mattress industry. R&D department of Berfa has been coordinating its activities in accordance

Fatih Mutlu, Board Chairman of Berfa Group

with with a keen eye on high-tech and innovation. Our passion is to develop stylish and smart materials that will inspire, comfort and protect you during the night.

Based on your vast experience in the industry, how do you evaluate the future of the sector? As known, permanent change is the rule of the game in the global markets. We think that technology and competitive power would always be the two keys for the sur-

vival of the sector. So, we should not underestimate the rules of the game.

Could you comment on the export performance of the sector with special reference to Kayseri? Industrialists and exporters operating in Kayseri should put emphasis on innovation and brandnew products as usual if they are to survive in global markets. Kayseri should continue to keep the pulse of its customers around

the globe in each continent, thereby building loyalty through the introduction of relevant and innovative solutions geared to the needs of consumer lifestyles.

Would you like to add any other points? Berfa Group is convinced that innovation is not a department; it is a mindset that should become part of the company ethic and it should be embraced by every person from top management to the workers on the factory floor.

Doğtaş renews beds with new systems

DoÄ&#x;taĹ&#x; introduces its special series to customers using new springs and fabrics

Applying its abilities it earned in furniture industry into bed manufacturing, Dogtas introduced new product categories, Exclusive, Sensitive, Dream and Life series. Brand manager of the company Esra Bakin explained the characteristics of them and said that bedding sections in the stores will be improved.

What was new in your beds you offered in 2014? 17 new beds are offered including the two models for babies. We also offered a special mattress with 7 zones. We used mainly bonnel spring and pocket spring technology and several fabrics were used. Thanks to these additional items our sales were higher 10% in 2014.

Our efforts to make our customers informed about the beds for choosing the best product was also helpful.

What is the use of zone system? Different springs are used in different zones of the body such as neck, back and leg. Thus sleep comfort have been improved.

What are the new offerings for 2015? We are going to increase bedding corners in all distributors. Customers will see new headstands made of leather and fabrics and new bases besides new series of beds. We will invest for new machinery for sewing beds.

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95 % of Turkish people like spring beds because in their childhood they all have sprang on beds. Only 5 % of population prefers visco, latex and foam beds. Customers are becoming more conscious while deciding on their purchases. They began to repurchase beds in shortened periods. This year Legget and Platt brands will produce special springs for Dogtas. One of them is Soft touch springs. The system offers different pressures for different side of the bed thus balancing the weight gaps of spouses. Honeycomb is another spring type, arranged like honeycomb and provide better

comfort.

used in beds.

We improve bedding section with goose feather quilts and pillows besides other products made of cotton. We produce visco and orthopedic series of pillows and blanket and pillow covers.

The following are details about our new products in Exclusive, Sensitive, Dream and Life series.

By improving finishing of fabrics we differentiated our products having anti-mite, anti-bacterial, anti-perspiration fabrics that prevents noxious odors. We did not change the foams we use, because they were all at high quality and hygienic. However, we are reducing the amount of felts

EXCLUSIVE SERIES Stop sweating and freezing with Ideal Temperature Balance; Clima Plus Clima Plus mattress, designed to provide the most suitable sleeping surface for your body throughout four seasons, balances the temperature in the mattress between 28-32 C degrees thanks to its special THERMOREG fabric,

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and helps provide ideal sleeping environment along the night, ensuring uninterrupted sleep. PCM (Phase Change Materials) technology applied on THERMOREG fabric absorbs and retains the environment temperature arising out of the body temperature that increases depending on the environment conditions after a certain period it is shifted to state of sleeping. Therefore it helps reduce the sweating effect of the body. In the exact opposite situation, it feeds the retained temperature to the body when the body temperature starts to decrease depending on the environment conditions and helps decrease the freezing effect of the body. Clima Plus, a full orthopedic mattress at medium hardness with the use of boney spring, 6-cm sponge and fiber, protects the anatomic structure of the body and fills the gaps that form while sleeping, hence the maximum comfort. It is antibacterial (sanitized) and removes the bad odors and ugly appearances caused by the microorganisms. It prolongs the service life of the fabric, eliminating the molds and fungus that cause the fabric to corrode. Its height is 28 cm and it is suitable for double-sided use.

Enjoy exotic comfort night after night; Coconut Latex Coconut Latex designed with Bamboo mattress fabric, “Pocket Spring” Spring System, camel wool and coconut fiber filling material is a model which combines comfort with quality. “Pocket Spring” Spring System and Five Weight Zones equipped Coconut Latex increases sleep

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quality by supporting different areas of the body with special spring packages applying different pressure amounts. Camel wool filling material which adds comfort to this model with its soft, shiny and voluminous feeling is quilted with the mattress fabric and used as padding Known to be highly durable camel wool fiber is a natural water repellent and dirt resistant. Camel wool also keeps away the user from the electromagnetic effects thanks to its anti-stress and anti-electricity qualities. Naturally hypoallergenic material, camel wool would prevent mold and fungus;

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also is a heat and cold resistant material as it has perfect heat and soundproofing. Other advantages of camel wool are that it would inflame late, it would deflate on its own, it would not melt down and it would not drip. In Coconut Latex mattress coconut fiber is also used as a mattress filling material. Coconut fiber provides ideal air circulation as it has perfect heat maintenance and moisture resistant. By these qualities it helps balancing body heat. This filling material also fights fatigue. It is an ideal mattress for babies because

it has good hygiene as it prevents mites, bacteria, mold and fungus. Naturally hypoallergenic material coconut fiber is suitable for both warm and cold temperatures and also good for human and environment according to Oeko-Teks 100. Firm yet flexible filling material coconut fiber protects its form and provides maximum comfort. Ideal for safety, coconut fiber inflames late and has high durability. TIn CoconutLatex model soft and smooth Bamboo mattress fabric which is designed by using bamboo fiber is used. Developed from a natural fiber, Bamboo mattress fabric may

by laying the feathers of the world-renowned Hungarian gooses in the upper section of the bed in packages is a revolution in the bed sector and a first in Turkey. In addition to providing the user with high comfort, goose feather that is a natural material does not sweat, collapse, disperse, and it is also an antibacterial material. It neither causes to feel cold in winter nor sweats in summer. The goose feather that is air-permeable takes the form of the body without distorting the spine. It is uniquely soft and differs from the others as it does not deform for long years. Luxus is distinguished from the similar products easily for its fabric as well: Kashmira® Fabric that is exotic and rare has an extremely pleasant and soft touch. Kashmira® can be used confidently throughout the year. The static electricity known to disturb the sleeping order and quality is eliminated by the special anti-stress (Relaxtic®) finishing applied on

be washed at 30 degrees, is hypoallergenic, does not contain any chemicals and it is perfectly smooth. Especially ideal for summer months Bamboo mattress fabric helps skin breathe as it removes moisture, absorbs sweat faster than cotton and provides air circulation.

SENSITIVE SERIES Goose feather bed... New Luxus As is the case for all beds in Doğtaş Exclusive Series, Luxus also offers numerous innovations and firsts together. Luxus manufactured

the fabric. Thus, it helps to wake up energetically after a healthier sleep. Luxus is antibacterial (Sanitized®), and eliminates the odors, ugly appearances caused by the microorganisms that may harm especially the young inhabitants of the house. Moreover it prolongs the service life of the fabric by eliminating the molds and fungi causing the fabric to corrode. Luxus is mosquito-repellent thanks to its Anti-mosquito® feature. In other words, this bed is virtually covered by an invisible mosquito net, and this provides extra hygiene. The bed fabric of Luxus has zipper enabling to wash the upper and lower parts separately in the washing machine at 30°C, or drycleaned. Thanks to Water-Repellency of its fabric, Luxus remains clean for long years. In the course of usage, it is not stained due to any possible sweating nor is it affected from liquid spills. It is 23 cm high. Luxus is Turkey’s first bed under lifetime warranty, except for the user’s fault. (25 years)

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For those attaching importance on the body ergonomics; Plus Thanks to independent 5-zone Pocket Spring system, it fits to the finest details of the body and provides the maximum support that is required for the neck, back, shoulders and legs. Your entire body is supported at the right anatomic position and it helps you sleep at the natural position of the spinal cord. 7/24 Protection Thanks to HyCareR. This diligently developed material provides continuous protection against the house mites, bacteria, fungus and molds as well as the allergies that develop or become severe as a result of them. Thanks to HyCareR that is active as long as the bed is used,

this model always maintains its appearance that it had in the very first day. Efficiency Measurement Methods Used: It is injected same amount and type of fungus culture to the non-finished fabric sample and HyCareR finished fabric sample, which are put in separate containers. The result that comes out on the fabric is really impressive. As it is proved with this test as well, HyCareR protected fabric does not get moldy. Thanks to Scensic featured vanilla fragrance capsules, it provides long-lasting freshness feeling in your bed. As the fragrance inside the microcapsules available in Scensic is only released as a result of movement, Scensic is long lasting. Even at the end of 30,000 rev. Cyclinder testing application, Scensic continues to release per-

fume. Skin compatible and healthy Scensic fragrances are registered by Tosca. Height: 28 cm.

LIFE SERIES Affordable price, great opportunity! Ekodo It is most economical option of our product gamut for a high-quality sleep. It has an aesthetic appearance as it is quilted with jacquard fabric woven specially. Thanks to ventilating capsules used in its production, it ensures air circulation, thus preventing odor or bacteria formation as well as sweating. Your bed that can be used double-sided is designed for a good sleep on both sides. One unit of 800 g/m2 hard felt apiece is used on both surfac-

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es. Thus, it is ensured that the body weight is distributed to the springs equally. Since it includes high-density panel and wedge sponges, it supports your body form. The durability of the springs has been increased by strengthening them through the fatigue system. Thus, the collapse of the springs during usage is prevented to increase the quality of your bed. The 2.2 mm bonnel spring used in the beds has been heat-treated to improve the mechanical properties of the metals, thus prolonging its service life. It is 18 cm high. The fiber Primavat filler, a product of the world technology, is used in all surfaces.

DREAM SERIES Ergo Life: â&#x20AC;&#x2DC;Your body deserves a good support, especially when asleepâ&#x20AC;&#x2122; ErgoLife Mattress which was designed to confirm to the form of the body is equipped with intensive bonnel spring system and supported by high density, soft rolled sponges. Super Padded ErgoLife Mattress which is upholstered with a waterresistant, soft and woven fabric provides full body support and it assures that backbone and spine stay in its natural position. So it would guarantee a continuous sleep by eliminating possible nerve compressions in parts such as back or

neck. Pad covering the mattress top may be unzipped washed in the washing machine. It has a height of 29 cm. The padding materials come with a guarantee for 3 years, whereas the spring construction is under guarantee for 10. It is also an antibacterial product designed to protect your mattress against microbes and bacteria, which can grow in numbers from a few to millions in very short time frames. Your mattress and the fabric used on the mattress, is one of the ideal environments for

microbes and bacteria which can grow very quickly under conducive conditions. However, this material protects your mattress against the invasion of such pests at all times. Sanitizedâ&#x20AC;&#x2122;s resistance to bacteria, fungi, and house mites is proven beyond doubt, with reliable test results. This fabric also prevents bad smells and unpleasant sights caused by micro organisms. One of the leading materials when the issue is hygiene and protection, Sanitized also destroys mold and fungi that cause the rot of the fabric. This material has received OECD 404-406 Certificate.

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New Sealy Posturepedic® Line debuts at Las Vegas Market Sealy Posturepedic pays tribute to back support roots for 65th Anniversary

LAS VEGAS /PRNewswire – Tempur Sealy International, Inc. celebrates the 65th anniversary of the Sealy Posturepedic® brand with the introduction of the Sealy Posturepedic line for 2015. Debuting at the Las Vegas Market, the three-series product line includes the Posturepedic® Series, Posturepedic® Plus Series and Pos-

turepedic® Premier Hybrid Series -- all providing consumers with unsurpassed back support where they need it most. For the first time, all three series within the line feature Sealy Embrace™ encased coils and the CoreSupport™ Center section for enhanced lumbar support and durability.

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“Sealy Posturepedic has a wellearned reputation for bringing technology-driven offerings to the Market,” said Dan Calderwood, Vice President of Product Marketing for Sealy Posturepedic. “To celebrate our 65th anniversary in 2015, retail partners and consumers will see that the brand has rededicated itself to delivering unsurpassed back support across a range of price points.”

All mattresses in each series will be available in Firm, Cushion Firm, Plush and Ultra Plush models. Posturepedic Premier Hybrid Series elevates category with high-density coils, premium gel memory foam

In addition to featuring the enhanced back support technology that Sealy Posturepedic is known for, the line features a new, clean and sophisticated visual aesthetic and standardized top quilting that emphasizes the CoreSupport™ Center section for a cohesive and elevated look across the entire collection. New labeling and a refined retail floor color-coding system will help both consumers and retail sales associates easily navigate the line.

Building on the brand’s leadership position following the extremely successful launch of the Sealy Posturepedic Hybrid Series in 2013, the Posturepedic Premier Hybrid Series is the cornerstone of the Posturepedic Collection. The Hybrid Series has been extremely successful in driving brand and category growth by appealing to the many customers who see hybrid construction as the “best of both worlds” and the newest way to get better sleep. The Posturepedic Premier Hybrid Series features a half foam, half spring hybrid design that includes a premium, zoned encased coil system with 30 percent more innerspring coils in the CoreSupport Center section. A thick layer of memory foam infused with cooling material overlays the coils and is topped with breathable, light-

weight stretch fabric. The Premier Hybrid Series also features a new 3.5” SolidEdge™ HD Plus System to enhance edge-to-edge stability and increase usable sleeping space. “The new Premier Hybrid Series continues to position Sealy Posturepedic as the innerspring technology leader by providing the perfect combination of body-conforming comfort and the full body support needed to relax and sleep well,” Calderwood said. “The Posturepedic Premier Hybrid Series is a premium option for 2015 and will be a powerful profit driver for retailers at the same time it yields more satisfied and well-rested consumers.”

Increased memory foam, enhanced climate control featured in Posturepedic Plus Series mattresses The Posturepedic Plus Series offers more premium encased coils topped with a thicker layer of memory foam than the Posturepedic Series. Over the quilting, the mattress includes a performance fabric that wicks away moisture to help promote a more comfortable sleeping environment.

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Full orthopedic beds from Pierre Cardin

Producing both spring and latex types of mattresses Pierre Cardin furniture company sells mostly in Middle East markets. General manager of the company Ayhan Tortumus emphasizes on the importance of healthy products. He informed about the beds and the markets.

On product quality and the beds produced We import latex type of beds from Italy while we produce spring beds in Turkey. Some people use

Ayhan TortumuĹ&#x; General Manager of Pierre Cardin Furniture

some terms for marketing purposes only. Orthopedic is one of them. Actually, beds should keep the S shape of the body if they are really orthopedic. This can be realized in both categories of bed. Our commercial aim is not to sell in massive amount; instead, we target to offer the best products for smaller group of buyers who seek real and full orthopedic products. In spring types we use feather of 4.5 cm thick on the surface for better comfort. We do not exaggerate our messages about our products.

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On the position of buyers in the sector

was produced by about 2,500 producers, large or small. Almost every furniture company has entered in the mattress business.

I entered in the sector in 2000â&#x20AC;&#x2122;s, a period that the bed was counted at the 144th place among the basic needs of consumers. It had been replaced in ten to twelve years time and some were given as gift of furniture manufacturers. They were so cheap and the basic message about beds was â&#x20AC;&#x2DC;the comfortâ&#x20AC;&#x2122;. Now we use other motives that emphasize on the quality of sleep and its importance for health. Nowadays, bed is ranked at higher echelons of necessities; it is replaced in about 6 years. Buyers pay more and the promises of sellers have differentiated. Demand for mattresses has been fuelled. Domestic customers have become more conscious than their peer in Europe and in America. However, they did not decide on which is better, the spring or latex types. We are not against spring beds. Both can be bought and sold, we respect their choices.

On exports We export products that we imported from Italy. Beds are vacuum-rolled to save from logistics costs. It means a serious amount of saving. Our products are sold more in the markets that seek branded products such as Middle East, Russia and Turkic republics.

First spring mattress was produced in Finland in 1905. Since then up to the year 2000 mattresses did not changed and developed much, only by the use of latex materials in them. Beds were for comfort only and they promise this. When the messages sent to the consumers began to be differentiated both the products and producers have been proliferated. Mattress industry now has about 1.5 to 2 bn dollars of sales volume that

We have 23 stores in abroad including in Russia, Belarus, Kazakhstan and Singapore. Russian market was promising but recent movements have smoked the outlook. It has a great potential for our products. Middle East is our biggest market. However, the share in this market is still not satisfactory. We aim to sustainable trade with these markets. We open 15 more showrooms in abroad. We do not seek adventure in foreign markets. We have to solidify our efforts in the country.

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Visco Sweety of Ural Medical was launched

Visco Sweety by Ural Medical Producing only for medical mattresses segment, Ural Medical makes the presence of its brand felt in export markets. Business development manager of the company Nilüfer Uysal Aktomas informed about the products they produce.

On the performance of 2014 in export activities

Nilüfer Uysal Aktomas- Business Development Manager of Ural Medical

It was better than the year 2013. We realized our targets. Besides, we improved our export results. We delivered more products abroad and

we got new buyers in additional export markets. We built up our Visco Love brand and other products in European countries. This year we are going to invest more on our brand by emphasizing on promotional activities.

On Visco Sweety product Ural medical make its visco love brand into a medical product. We recently introduced Visco sweet bed to this segment. Visco Love’s new mattress gives consumers a healthy and comfortable sleep with 70-den-

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sity visco elastic memory foam and puffy, soft, rose scented, elegant cover. The foam used in the product is sensitive to temperature, filled up all the spaces and provides relief on pressure points. It ends up a sound and solid sleep, a regulated blood circulation, eliminated pains in joints, and an aligned spine. Both body and mind of the consumer made up recuperated. The CoolSoft treatment in the ticking provides temperature balance throughout the night. Because of the changes in the body heat during sleep people might feel chilly or hot, but the CoolSoft treatment enables to sleep in an ideal environment. Besides, the side ticking provides constant air circulation due to its 3D structure.

On the consciousness of buyers in buying bed They first search on the internet both products and companies. But we advice to our buyers that they have to experience personally in the showrooms. We always say that the bed is an individual product. Some like it hard, others may want to sleep on softer surfaces. We have every kind of beds in our portfolio. We have beds for grading level of hardness. We propose every one to buy visco products. However, in the past we are accustomed to spring type of beds.

On visco beds development We participate in several fairs. For example, the number of companies selling visco products is increasing in Heimtextil. There were a few Italian companies offering viscos. It shows the fact that demand for viscos is increasing. It is somehow new in the industry and has a bright future for further development.

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Merinos grows 50 % in 2015

Closing the year 2014 with 20% growth in general and 40% in exports, Merinos furniture company has recently focused on mattress production and began to follow trends in the market. Feza Ciftci, board member and general manager of the company introduced new series of products.

On plans for the year 2015 We aimed to expand present distribution network in both domestic and export markets and increase our sales in Europe and in Middle East. Totally we targeted to grow 50% this year. We assigned an R&D team in line with the trends in the industry to focus on development of new mattresses. Recently we have made seven new models. We make them as concept products namely Organicano, Detox, Smart-Soft, Air-Plus, Medicare, Bio Protect, Thermosense and Climatress.

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Ahmet Akkas, Marketing Coordinator of Serhat Company

On new products Detox bed fabrics are developed for detox, getting rid of harmful tocsins, free radicals, that are accumulated in the body through breathing or foods. Tocsins break the physiologic balance and cause illnesses. Detox fabrics contains active elements and these emit radiation by interacting body that destroys tocsins. AirPlus fabrics are for healthier and cleaner condition for better

sleep. Conditions at home may cause troubles, called sick house syndrome that can be caused by furniture, wallpapers, body odors, cigarette smokes, and fungus odors. Symptoms are allergies, irritations, nausea, headache, loss of appetite etc. Airplus fabrics have a mechanism that neutralize and help to improve the harmful conditions. With its ion-change ability to affect oxygen and hydrogen molecules the fabric takes odors, bacteria and other harmful particles out.

Medicare fabrics are for improving the microcirculation in the bed. Human body emits heat continuously in the form of infrared. These fabrics contain elements that emit infrared energy. When evoked by the bodyâ&#x20AC;&#x2122;s thermo energy, these elements turn them into far infrared lights and reflect them to the body. The light then penetrates into the skin and evokes the blood circulation. Circulation is increased and it helps to increase oxygen level in blood circulated.

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Stilo Mobilya keeps on with new products

Entering the mattress industry for different and innovative products, Stilo Mobilya has been closely following up new trends. Recently launched mattresses of box spring system, the company helps its buyers to choose the right product among its 19 varieties. Lutfu Sahin, member of the board, Stilo Mobilya company introduced his company and products.

Lütfü Sahin, Board Member of Stilo

engineers. Products of world’s leading brands are all made intelligently and aesthetically. Touch of engineering is felt at every detail of the products.

On new products and product varieties

On Stilo Mobilya

Bed seems a simple product made of springs and some materials. They mix them to produce varieties.

We founded this company with my sister and my cousin in 2007. Since than we try to offer differentiated products. The industry has great opportunities for better products that are developed by

We made beds equipped with box spring system, a widespread application in Europe. That contains spring in the bases of bed. There are similar manufacturers, but we made them more aesthetic. Our

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bases are expended either to the left or right sides, besides they have chest beneath the bases. They are good for children. Customers liked this. It is a patented product of our company. Two kids and their parents can sleep on the bed when it is extended. It can be folded. We have 19 models of beds to answer all needs of customers. We apply horsehair on pocked spring systems. When I visited fair in Cologne, Germany, I observed that bed manufacturers from England seemed best in the world.

On performance in 2014 A foam producer wanted to give a distributorship for Turkey. We are not ready for such an agree-

ment. I cannot say that the year 2014 was good, not only for our company but also for others in the sector. Some of them do not reflect the truth. Happiness is not an individual feeling. Red tape, lack of public support, employment and finding qualified staff are our problems. 90 % of labor in our industry has only finished the primary schools.

On exports Our export volume is very limited. So, we participate in fair. By now we sold only to Italy and Germany. Only 5 % of our production is exporter. We will offer new prod-

ucts to new markets in 2015. We plan to participate in Sleepwell fair that is to be held in October. We emphasize on the right bed for right people. Our motto is, sleep for everyone, Stilo for sleep. I do not believe that people sleep well. We need sleep more. Sleeping is important. People in abroad spend much for their beds. I know an instance that people bought a bed for 70 thousand pound sterling in England. An economically priced bed for single is sold at 900-pound sterling. Customers spend real amount of money for their sleep. We have a long way to go.

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Turkish presence at CIFF, second largest furniture fair of the world

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CIFF, China International Furniture Fair is held in Guangzhou, the industrial and trade fair city of China, 18-22 March for home furniture and 28 March to 01 April for the office furniture. The first phase includes bedding, home textiles, home décor and whole home concept. MOSDER, Turkish association of Furniture Industrialists organizes the Turkush exhibition at this important show. The association had also participated in the same event last year. While commenting on the event Ismail Dogan, president of furniture industrialists association (Mosder) said, “China hosts world’s second largest furniture fair. We are proud to be part of the event on behalf of all our members. Following the first participation in this fair, our member companies have begun to sell furniture to Chinese buyers. China is one of the largest producer and exporter in the world. It as important to sell furniture in this market. To reach our targets for 2023, we have to sell 10 billion dollars worth of goods in the new and far away countries. Incentives for freight costs in exports are highly important. With this support, furniture exports will be more.”

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MOSDER, Turkish association of Furniture Industrialists, organizes the Turkish participation in the worldâ&#x20AC;&#x2122;s second largest furniture fair to be held in Guangzhou between 18 to 22 March 2015. Turkish furniture brands aim to improve their relations with buyers in far countries.

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16 member companies of Mosder including Cilek, Dogtas, Teleset, Newjoy and Rendi, are participating in this year’s edition of the fair. Earlier this year the furniture industry had participated in ISMOB 2015 held in Istanbul, 27 Jan. – 1 Feb. 2015. With a scale of 370,000 square meters, the first phase of CIFF 2015 March in Guangzhou will be held on March 18-22 under the theme of “Whole-Home-Decor” including Home Furniture, Homedecor & Housewares, Hometextile and Outdoor & Leisure, reflecting the extension from indoor furniture to outdoor leisure living as well as the evolution from single furniture display to integration of interior decoration with furniture, home decor and home textiles. It builds up China’s largest and highest-end Classical Furniture Sector and the only outdoor living experience platform, and further optimizes the featured sectors such as International Brand Hall of Home Furniture, Design Hall, Soft Decoration Sector, Custom-made Furniture and Kids & Teenagers Furniture Sector. It incorporates more international exhibitors and offers more diversified product design and a smoother exchange experience.

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Introducing the Sweet Dreams All Natural Latex Mattresses from Haiku Designs

Haiku Designs introduces the Sweet Dreams All Natural Latex Comfort Mattress. Boulder, CO. -(PR.com)-- Is it possible to give your life meaning while sleeping? Since most of us sleep a third of the time, the answer must be â&#x20AC;&#x153;Yes.â&#x20AC;? Haiku Designs is proud to provide this affirmative answer by letting you know that they offer 100%, natural latex mattresses, made from the sap of the Asian Have a rubber-tree. Natural Have milk is the Sap from the Asian rubber trip, which is, gathered much in the same manner as maple syrup. Once gathered this have milk is then condensed into all natural foam with superior quality over petrochemical foams. This natural latex foam is placed inside and Organic cotton cover with an inner wool sock. This all-natural product meets federal flammability requirements without the use of chemical flame-retardants, because wool is a natural flame suppressant. In addition, 100%

organic latex is naturally dust mite resistant, anti-microbial meaning that the mattress can help cut down on allergies and asthmatic conditions as molds, bed bugs, and dust mites are attracted to synthetic foams due to their open cell structure. The Natural Latex Foam used in the Sweet Dreams mattress will provide many years of trouble free enjoyment, as latex foam is extremely durable and long lasting. The real benefit of all of these features is that it is now

possible to enjoy a chemical free,

comfortable sleep, which provides maximum comfort and maximum orthopedic support. The Haiku Designs Sweet Dream Latex Mattress provides superior health benefits while at the same time offering excellent orthopedic support. Available in all Standard sizes, full, twin, queen, king and California King, consider an all natural mattress without all the compromising synthetic chemicals, for your next mattress. Consider an all-natural sleep alternative latex mattress for a healthier alternative.

Vize Mobilya starts bed production 122

Having been trading furniture from 1990 to 2001 Vize Mobilya started to produce furniture and selling them at its stores. â&#x20AC;&#x153;Last year we started to produce mattresses,â&#x20AC;? says Alper Aksoy, general manager of the company.

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On new facility for production

On exports

We have been producing sets for bedrooms and for youths in addition to beds and bases in our factory of 30 thousand sqm located in Vize, Kirklareli. We have latest models of machinery for production and we are able to produce 10 thousand beds monthly.

These sales are made possible by valuable contributions of our friends, not professional business deals. However, we formed a team for export activities, who participated in the fairs in Morocco and Libya. They will visit the ones that will be held in Algeria and Dubai. We have signed a contract with a store chain in France. Similar deal is to be cooked for Belgium. In principle we want to sell our goods to European markets. This is our priority for 2015. We plan to sell about 5 thousand sets in export markets.

We have been producing both beds and bases at the same level of quality. We use highest quality materials that suit best to the technology we use. Our motto is â&#x20AC;&#x153;quality product, delivery on time.â&#x20AC;? We have been producing beds for six months. During this period, we delivered some of our productions to Iran, Iraq and Libya and made our presence felt in those markets.

Vettore to grow 25% in 2015 124

Grew beyond its target last year, Vettore aims to expand both production and exports

Once focused on the Marmara Region, Vettore furniture company opened stores in other provinces in 2014 and realized a growth of 40 %. Furniture export manager Sinan Karaoglan introduced the company and activities.

On developments in 2014 The year was promising as planned. Production was increased. Our target was to grow 35% and we did it 40%. Our sales network was also expanded. We have had focused only on Marmara region, then we opened new sales points in Izmir, Kastamonu, Ankara, Gaziantep, Bursa, Konya and others, as corners, that will be turned into independent stores.

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Sinan KaraoÄ&#x;lan, Export Manager of Vettore

On targets for 2015 This year we target to grow 25%. New sellers will be established in Kayseri, Samsun, Erzurum and other provinces.

On products and production We have been producing 8 models of beds. Now we have 12 models of beds and 8 models of bases. Recently 7 different headstands are offered to buyers. We have visco, spring and latex type of mattresses. Products can be arranged in combines. Our production machines are all high capacity and additional machineries including CNCs will be added.

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New year new stores of Edina

KĂźrĹ&#x;at Faruk AkkĂźlah General Manager of Edina Bed

Edina Yatak aims to grow via distributors in domestic market

Established 1988 to produce base and beds, the company started to produce springs for bed manufacturers in 2015. General Manager of company Kursat Faruk Akkulah introduced his company:

a good bed should be adaptable to the form of human body. We choose the right material in this direction.

On the company

Among recent products are the beds with pocket spring system made of visco materials. We have also beds with removable pads. Housewives like these.

We have been manufacturing metal and wood based parts for mattress manufacturers since 1988. We wholesale our productions made in our factory of 6 thousand sqm. We produce 3,500 base and 1,500 beds monthly. Recently we began to produce items for dressing rooms such as, bedside chests and drawers. We try to expand our product variety to cover all aspects of life in bedroom. For us,

On new series of beds

Samara is made with no-stress, anti-static fabrics. Relaxtic finishing applied on the fabric reduces static electric on the body. Scientific studies shows that aging is speeded up under stress. For this reason, it is highly important to choose the right bed that reduces stress level.

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Elit is for high quality of sleep. We as Edina, are keen on the offering comfort and health to our customers in our beds, made of different models and patterns. New Caprice is another kind, is good for those who seek beautiful days following a quality sleep during night. With its lean line, comfort and easy to use New Caprice is one of the most attractive models.

On exports

New year new stores

Our exports figure are very small, presently, because, we are a new company in the market. We now only sell to Germany and Holland. Besides the year was not good for all exporters due to the problems and turbulence in neighboring countries.

We are optimistic about the year 2015, both for our company and for the industry. We started to produce our springs used in our production. Additionally, we are opening new distributorships in domestic market. Adana is our target market for the expansion.

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Live and Sleep launches just right prices and helps others Nevada (PRWEB) February 27, 2015

Live and Sleep is an exciting newly launched mattress company that is trying to save the world and your wallet one mattress at a time by offering mattresses designed for better sleep at half the price of a comparable product. The sleep designers at Live and Sleep researched the mattress market and had tough times finding a mattress that lived up to their ideals without having to spend well over $1,000 on it. Additionally, they found that mattress shopping can be an intimidating experience and consumers can easily get taken advantage of. They thought it was crazy…so they came up with an even crazier new concept for a mattress company. Let’s simplify the mattress buying experience by making a great mattress, cut out the high markup middlemen, offer it at half the price and give back to those in need. They removed the huge markup that retail stores require and are now offering conforming memory foam mattresses directly to consumers at “just right” prices from $400 for a twin-sized to $600 for a king. They are able to compress-ship their mattress to easily fit through any door and allow them to include national shipping in the U.S.

Live and Sleep is a passionate mattress company that believes in having a good time while doing what they love, and they do love what they do. Aside from saving people from constantly spending a large amount on good mattresses, the company also stands by their founding principal of using their knowledge, abilities and hearts to help those in need. They have partnered with a national charity and give a portion of each sale to them. What makes their

services more impressive is the fact that people can purchase the items online, have it shipped in a compressed box to easily move around tight corners and narrow hallways and even have it shipped fast. People spend one-third of their lives sleeping and Live and Sleep is focusing their efforts on creating a better night sleep. Their memory foam mattress is thoughtfully crafted to achieve the targeted

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“just right” medium firm feel while maximizing deep down body support. They researched and tested over 20 different types of foams to finish with their own unique formula that achieves the “just right” feel of not too hard and not too soft. Don’t judge a book or mattress by its cover… there are many mattresses with pretty covers on them, but many are using low quality foam or innersprings on the inside that will breakdown fast. Live and Sleep uses only high quality ingredients that have been thoroughly tested and stands by their product with a 20 year warranty. They don’t use fancy mattress jargon to confuse people or sell through high markup retailers; they simply sell their memory foam mattress at a fair price. “Live and Sleep’s biggest challenge has been convincing people to try out our mattress sight unseen. People will find out more about our mattress online rather than going to a packed showroom and being pressured by a salesman trying to maximize his sales commissions,”

said Daniel Paul, co-founder. “We saw an opportunity to improve the dreaded mattress buying experience through enhanced comfort and body support, remove the high-pressure sales tactics, and make it easy.” They include national shipping and guarantee satisfaction with their 100-night

sleep trial. People are able to purchase their premium memory foam mattress and are able to help others at the same time. Live and Sleep’s pitch: Live your life and sleep your best. One mattress, just right price, no hassle returns, fast shipping and helping others.

The Sleep Sector Wakes up nd in Istanbul for the 2 time!

22 - 25 October 2015

Istanbul Expo Center / Yeşilköy

Hall 9-10-11

Mattress Main Industry, Sub-industry, Machinery And Equipment Fair

www.sleepwellexpo.com | 0212 604 50 50 | www.voli.com.tr

*BU FUAR 5174 SAYILI KANUN GEREĞİNCE TOBB (TÜRKİYE ODALAR VE BORSALAR BİRLİĞİ) DENETİMİNDE DÜZENLENMEKTEDİR.