Sleepwell / July-August'15 by Sleep Well

July - August 2015

22-25 October 2015 Istanbul Export Center/Yesilköy

Second edition of “Sleep WELL Expo-Istanbul” is just around the corner! page: 36

EVTEKS Fair welcomed more than 138 thousand visitors

“Das Haus” 2016: A sign of openness at IMM Cologne

Las Vegas Market & ASD Marketweek collaborate to attract more visitors

FROM THE EDITOR

Publisher

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

Going to West for the best! Early August is a hot season for Nevada State and for Las Vegas but it is hot for business as well. Conscious of this fact, I am en route to Las Vegas, to the far west for Turkey to attend Las Vegas Market which is committed to showcasing standard-setting and trend-leading resources in its permanent showrooms and its newly re-imagined temporary exhibition space. The combination of the two makes Las Vegas Market not just the leading buying platform for furniture, home décor and gifts in the western United States, but also a unique ‘must-visit’ destination for buyers who want to set their stores apart from the competition because Las Vegas Market will showcase a wealth of new resources among the hundreds of exhibitors to debut in The Pavilions at Summer Las Vegas Market – the newly re-structured and re-imagined temporary exhibits premiering August 2-5, 2015. In addition to products featured in The Pavilions’ four broad categories – Gift, Home, Design and Handmade – are exciting, new concentrations of high-end social stationery, children’s products and design-driven resources. Another new launch within The Pavilions is Discoveries – The Antique Vintage Marketplace, showcasing an exclusive mix of antiques, one-of-a-kind furnishings, vintage resources and found objects. Approximately 35% of exhibitors in The Pavilions will be first-time exhibitors at Las Vegas Market, bringing an influx of established industry suppliers as well as innovative newcomers. We will be there to organize distribution of our magazines and to cover this international event. The next issue of our magazines will be at our own exhibition, SLEEP WELL EXPO ISTANBUL. I am hoping that we can have the pleasure of hosting thousands of our readers at our show and at our stand in the main foyer.

MEHMET SÖZTUTAN | mehmet.soztutan@img.com.tr

General Manager

Mehmet SÖZTUTAN (mehmet.soztutan@img.com.tr)

Responsible Editor-in-Chief

Cüneyt AKTURK (cuneyt.akturk@ihlasfuar.com)

Chief of Editorial Board

Önder HONI

Advisory Board

Berna ILTER Erdoğan ASLAN Mustafa CETINBULUT Mustafa Nebi DOGAN Serkan GULER

Editorial Coordinator

Omer Faruk GORUN (fgorun@ihlas.net.tr)

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Prof. Dr. Ismail KAYA Assoc. Prof. Mehmet Ali OZBUDUN Ibrahim KUPELI Recep SAHIN

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In pursuit of the White Rectangle

PERISCOPE

Önder Honi onderhoni@gmail.com

Since their first editions of SleepWell and SleepTech magazines, you have been following the rising successes both in terms of their contents and their volumes, I hope. From this issue onward, I will be appearing on the first column following our senior editor and general manager dear Mehmet Soztutan’s “From the Editor” column. We are all working in a highly dynamic industry. For some people see mattresses as a simple product and they call it “white rectangle”. However, it is produced by a dynamic industry that was fuelled by R&D and P&D activities. In this fast growing, developing and progressing industry innovations in many fields are going on, markets are growing, firms are progressing, new entries are coming and new products are launched. I have had opportunities to sense the pulse of the industry worldwide and in Turkey, during my professional life that I spent 18 years in many fields of mattress business including yarn, textile, fabric, furniture, spring and foam industries. Especially in the last 15 years I have had opportunities to go to fast developing mattress markets in North America, Europe, Far East, Middle East, North African, Central and Latin America, to visit factories and showrooms of major producers in the world. I have learned about the machinery, software and equipment the used, I saw the mattresses and bases used in locally and in different regions, their models, colors, materials and even the cultures in these countries. By continuously participating in and visiting to the major events such as Interzum Germany, Interzum China, Interzum Russia, IMM Cologne, Evteks Istanbul, ISMOB Istanbul, Salon De Mobile Milano, Heimtextile Frankfurt, and to local fairs in Holland, Belgium and France,

I witnessed the developments in the mattress industry world wide. I met with leading names in the industry and I listened their views on the industry. As many of the people witnessed, I tried to share my knowledge about the industry freely with all people and companies I worked with. One of the conclusion that I reach at the end my observations in the mattress industry is that there is a lack of sufficient periodicals and publications in this field. Mattress industry in Turkey do not have efficient media to promote itself in their pages. I offered the publication of SleepWell magazine published by ISTMAG and I promised my support. Our publisher Mehmet Soztutan realized my offer successfully with his team members Omer Faruk Gorun, Emir Omer Ocal and Enes Karadayi, and has made it an international publication by skillfully managing it. They have even started an additional publication to meet growing demand for their pages and to serve better to the needs of mattress and mattress supply industries. Both are managed and published successfully. In a period of fast changes, those that stand still lose their positions fast in this industry. Companies have to act fast and agile. For now, I will have some contribution to those in the industry with my column distilled by my life long experiences in and knowledge about the industry. In the future, I plan to publish special files for the industry. I will tell my observations about developments and trends in mattress industry both in Turkey and in the world. Readers can reach me by mail account below. I want also to start a blog and a forum for interactive communication with our readers. See you at our next issue, Regards,

CONTENTS

8 INDEX ADS

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

BRN growing dynamically in foreign markets with its comfortable and healthy products

KAYBED: “We are not only our customers supplier – we are their business partner!”

Second edition of “Sleep WELL Expo-Istanbul” is just around the corner!

Kaybed............................................................... 1 İndivani............................................................... 3 Duralli.................................................................. 5 Polya................................................................... 7 Kaypetsan.......................................................... 9

DURALLI widens product portfolio

Unimed............................................................. 13

Modayat.......................................................... 17 Fidanoglu......................................................... 19 Lüks Yalçınlar................................................... 21 Köksal Yatak.................................................... 23 Aldora.............................................................. 25 SPM................................................................... 27

EVTEKS Fair welcomed more than 138 thousand visitors

Niron................................................................. 49 Levele............................................................... 51 CIFF................................................................... 57 Sleep Well Expo............................................... 67 PerDormire....................................................... 77 Voli Tur.............................................................113

“Das Haus” 2016: A sign of openness at IMM Cologne

BRN growing dynamically in foreign markets with its comfortable and healthy products

BRN excels in innovation and outstanding quality KAYSERI-“Renowned for its brand new and innovative mattresses, BRN, Turkey’s first sanitation certificated mattress producer, has been growing dynamically in foreign markets. BRN, being able to export to 60 countries, puts emphasis on healthy products which comply with the international standards such as Bluesign, Allergy UK, Oeko-Tex Standard, including TSE-Turkish Standards Institute, Certificate of Conformity to Double Star Criteria, within the framework of TS EN 1411,” pointed out Berna ¡lter, General Manager of BRN Sleep Products. Berna İlter General Manager of BRN Sleep Products

She also added, “Our products have been increasing their market share continuously. The new

generation Epsilon mattress, which we manufacture, provides a comforting sleep thanks to its special fabric contenting eucalyptus fibers. Epsilon is able to ensure a comfortable and healthy sleep through its Visco Mind and Wave Foam properties. Mirage 4500 is another brand-new mattress of BRN which include antibacterial material for consumer health and satisfaction” “After years of vast experience, BRN has reached the ultimate combination of superior comfort and durability. While meeting any of sleep needs, all our mattresses and sleep products are geared to meet diverse range of consumer preferences efficiently,“ she said.

The TSE/Double Star certificate is a document granted by TSE (Turkish Standards Institute) in case the TSE certified products of manufacturers confirm the criteria published by TSE STAR/DOUBLE STAR. With the TSE STAR/DOUBLE STAR documentation standards it is aimed that the manufacturers produce over the standards of the Turkish standards; to motivate the producers, which don’t limit themselves with minimum levels stated at standards, for R&D studies; to prove the difference of the manufacturers who can compete with their quality; and to provide products which have the feature of over the quality of the standards for the consumers. The TSE Double Star application is granted to the TSE certified products after their production processes and test reports are evaluated. Berna ¡lter, General Manager of BRN Sleep Products noted that BRN had become Turkey’s first sanitation certificated mattress producer which complies fully with OEKO-TEX standards. So, BRN Sleep Products do not pave the way for any allergic diseases and discomfort.

Berna ¡lter also furnished information on the OEKO-TEX. As known, the OEKO-TEX Standard is an independent test and certification system for textile raw, intermediate and end products at all stages of processing. Examples of articles that can be certified: yarns, fabrics, treated fabrics and manufactured articles. The OEKO-TEX testing for harmful substances is always geared towards how the textile will actually be used. The more closely the product is in contact with the skin, the stricter the human ecology requirements that it must meet.

Confidence in Textiles – that has been the motto of the independent testing for harmful substances according to OEKO-TEX Standard 100 for textile products of all types pose no risk whatsoever to health. With regard to the global structure and high division of labor in textile production the OEKO-TEX criteria catalogue for the first time provides manufacturers in the textile and clothing industry with a uniform benchmark on a scientific basis for the evaluation of potentially harmful substances in textiles.

Yataş terminates sleep problems in hot summer nights with Hourglass Air mattress which supports different body types and sleep positions. As a product appropriate for everybody, Hourglass Air invites you to a never experienced sleep experiment with its three-layer spring system resembling an hourglass.

Yataş Hourglass Air, a mattress suitable for everybody Offering new technologies with its expertise in the field of mattress and sleep products, Yataş promises a quality and comfortable sleep with its new model Hourglass Air. Having a distinct feature with its special fabric, which was used at exclusive mattresses produced for royal families for years, Hourglass Air transfers a comfortable sleep environment and a better mois-

ture management to bedrooms. . As a product appropriate for everybody, Hourglass Air invites you to a never experienced sleep experiment with its

three-layer spring system resembling an hourglass.

Heat conditioned pads of Isbir keep cool Launching several new products in the mattress market, the company offers four season comfort and hygiene with its heat-conditioned pads

Produced as two types, one for singles and other for both spouses the product adds more choice for customers and for comfort. Temperature of both sides can be adjusted independently. Spouses can control their own comfort levels independently. The pad has tiny pipes for water circulation. Powered by a silent pump circulating water can either be cooled by 5 degrees Celsius or heated up to 40 degrees through its special control gadget.. The

pad provides both comfort and health for consumers. It is also an economic solution for energy costs. It consumes about 80 Watt electric energy per hour. However, consumers can save energy by keeping room temperature below than normal in their bedrooms, heating is consumed only in their beds. As it was informed by the producing company, the pads can be washed and dried in washing machines.

Unimet enters 2015 with Plume Unimet offered its customers a new product, moving bed systems.

Launching new products in the bed industry for ten years Unimet offered Plume for comfortable sleep. Most of the products are exported to Europe. Mehtap Akkoyun Unimet export manager, informed about the new product and activities of the company.

On recent developments in the company and in industry

Mehtap Akkoyun, Export Manager of Unimet

2014 was a good year for us. Since we sell to European buyers there was no problem last year. We are producing metal beds, sofas, coaches and bunks beside

beds. Our products are also sold online. We do not want to sell more in domestic market, because we are an export company.

On position of the company in the market If you produce the same product as othersâ&#x20AC;&#x2122; you are in competition. We have no peer in Kayseri in the mechanism production. We are probably the second largest in Europe. All of our products are sold but no customer reclaimed any product. Some companies design their own

mechanisms, and produces special and specific products. We sell at 80 euro, they have price label of 300 euro. Special products are sold at special prices.

On new products It is made of independently moving beds and headstands. Head and foot sides are movable separately by motors as it was in boxsprings. It is designed for watching TV, reading book, resting and similar activities. Besides it is very effective for better sleep. It is good for insomnia, snoring, heart and digestive diseases by providing quality sleep. The special property of plume different from boxsprings is its storage spaces beneath. Plume is a patented product and is exported either as frame or upholstered form.

Box Spring It is a new product for Turkey. It was launched in Holland 12 years ago. Almost every producer in Holland has this product. We have been exporting base mechanisms to Holland since 2005. Now we

sell them to customers in Latonia, Denmark and Germany. Once sold at 3 thousand Euro in Holland, they are sold at lower prices in Germany. We do not have business with Germans for two years for this product. We prefer products with mechanisms.

Box spring beds are made for more comfort while reading, listening and watching TV. It is a joy. It is adjustable to support the body parts whenever it needs. It is also good for patients of digestions and reflux; it is like a hospital bed at home. We use pocket springs in our products. They can be used with latex and foamed products. In Arab countries, in Libya and in Dubai, customers are accustomed foam type of beds.

On prospects for 2015 2015 seems full. It does not mean so promising in terms of both Europe and Gulf markets. We do not seek new markets, because our products are sold in the high quality and high price segment. It costs money to sell our products in hard to sell markets such as Iraq and in domestic market. We have enough buyers in our present markets.

On mattress industriesâ&#x20AC;&#x2122; concentration in Kayseri We sales mechanisms from producers in Kayseri. When the products they sold cause problems we warn them. There are many firms entering in adjustable mattress production. Most of them will be eliminated by the market forces. In Europe there are many good companies producing better

products. Since they sell on Euro, they have no sales problem. Sleep culture in our country is not so improved. There is limited amount of conscious buyers. There are huge gap between minimum and maximum prices in the market. Products and producers are segmented heavily. A few companies are sincerely acting customer centered.

ViscoBaby is for mothers in lactation and postpartum periods

ViscoBaby, a product designed for the comfort and safety of babies by Isbir Yatak, is the most valuable help for mothers during their lactation and postpartum periods. Holding babies during breastfeed at the right position is important. Viscoelastic material used in the manufacturing process helps to keep the spine and the head of the newborns

at right position. The product designed especially for mothers who are keen on the health of their babies. Mothers can do their dues safely thanks to the special design encircling the baby securely. The product imitates the comfort, safety and practicality of motherâ&#x20AC;&#x2122;s lap. It also used both before delivery and postpartum period.

Las Vegas Market & ASD Marketweek collaborate to attract more visitors TWO FOR TUESDAY Program Provides Buyers Access to Both Shows

LAS VEGAS – Las Vegas Market and ASD Marketweek announced a first-ever collaboration, called “Two for Tuesday”, bringing together the collective resources of two major tradeshows and thousands of resources. Two for Tuesday will run August 4 from 1-6 p.m., during which time there will be free and continuous shuttle service between the Las Vegas Convention Center and World Market Center. During this period, each show will honor one another’s attendee badges, providing free and easy access. “By partnering with Las Vegas Market, we are pleased to be able to offer buyers even more value and choices by attending two unique markets in Las Vegas,” said

Karalynn Sprouse, Executive Vice President, Emerald Expositions. “ASD is known as the international marketplace to find trendy and affordable merchandise – offering the opportunity for higher margins at retail.” Minimal overlap between ASD’s exhibitors and Las Vegas Market’s showrooms and brands will deliver more than 4,500 unique resources, creating a new and unparalleled incremental buying opportunity for global retailers across differentiated, but related, categories. Las Vegas Market features fashionforward and style-driven gift and home décor brands. Through the collaboration of these industry-leading shows, buyers will get an even better return on their trip

to Las Vegas this summer, as well as exposure to new vendors and merchandise categories. “Our collaboration with ASD provides a unique opportunity for buyers to find entirely new products and our tenants to reach new channels of distribution,” said Dorothy Belshaw, President of Gift + Home Décor for International Market Centers. “By bringing the collective resources of our market together with those of ASD, we are helping to maximize their investment and their time at market. Since we started this market ten years ago, we have remained steadfast in our commitment to seek out ways to add value and improve the market experience for our growing customer base.”

Zeki Yucel of Ekin Group chairs IAFP General Coordinator of Ekin Publishing Group, which publishes MOBILYA DEKORASYON and FURNITURK magazines along others, was elected as the president of International Alliance of Furnishing Publications (IAFP) for two years.

Zeki Yucel, newly elected president of IAFP says, “I am confident that as a group, we will be able to further our objectives for greater exchange of information between members and markets, crucial to help furniture businesses, agencies and organizations for effective decision-making.”

General assembly of IAFP

IAFP is an association of the foremost trade publications from 19 member countries, based on quality editorial and on circulation. Zeki Yucel of Ekin Group run during the general assembly of the Association against a Singaporean candidate and won the election with 12 votes of 15 total. Upon his election earlier this year, Zeki Yucel made the following statement: “International Alliance of Furnishing Publications (IAFP) is a tightly knitted family comprising the world’s premier furniture trade magazines. Since our formation 16 years ago, the alliance now boasts a global network of 19 members covering major furniture markets around the world.   As the president, I am proud to be supported by a highly committed

executive committee and many active members. I am confident that as a group, we will be able to further our objective for greater exchange of information between members and markets, crucial to help furniture businesses, agencies and organizations for effective decision-making. We will also continue to strive towards our larger goal to facilitate the growth of furniture trade and industry globally.   IAFP is a strategic partner to furniture businesses, industry agencies and associations. We enable the furniture community a worldview and global connectivity. Together with my colleagues, I invite all to work together to help promote the positive development of the international furniture trade.”

Additional customs duty to please home textiles sector The surcharge imposed on imports will have a positive affect on the Turkish home textile industry, too. With a new decision on import taxes an additional 50% duty has been imposed on imports of bedcovers, quilts and pillows. Yasar Kucukcalik, President of Turkish Home Textile Industrialists’ and Businessmen’s Association (TETSIAD), said that the cheap products coming from the Far East will not influence the production and this would generate a considerable amount of added value and employment. The additional duty imposed with the purpose of limiting imports will provide positive results for the home textile sector.

Yasar Kucukcalik commented, “Imports will be reduced with this new initiation and the sector will increase production capacity and there will be millions of dollars of added value with this new tax imposed 50% on bedcovers, quilts and pillows.”

Yasar Kucukcalik President of TETSIAD

As of May 25, 2015, the products imported from all countries except EU members, EFTA members, Israel, Macedonia, Bosnia-Herzegovina, Morocco, Western Bank and Gaza Strip, Tunis, Egypt, Georgia, Albania, Jordan, Chili, Serbia, Montenegro, Kosovo, South Korea and Mauritius, are imposed 50% surcharge to support domestic industry.

Regional export manager Nazim Okur, Foreign Trade Director Erol Cetinkaya, Turkish Ambassador to Kyrgyzstan Metin Kilic and Dealer Baris Ozdemir.

Doğtaş Exclusive opens stores in Bishkek The first in Kyrgyzstan, the 70th in the world, the Dogtas Furniture’s store was opened by Metin Kilic, Ambassador to Kyrgyzstan, other officials, representatives of Dogtas company and other guests. Having 650 sqm area, it is located on the most crowded street of the city. Metin Kilic said in the inauguration, “There is a great potential for furniture business in this

country. I believe that Dogtas will meet an important part of demand with its product quality and delivery services.” Pursuing a growth policy by new stores in abroad, the company has made a good start in Kyrgyzstan market. More stores in the country and in the world are planned on the road to be the most loved furniture brand in the markets it is entered.

KAYBED: “We are not only our customers supplier – we are their business partner!” Located in Kayseri, a center for the mattress industry in the central Anatolia, Kaybed has a daily mattress manufacturing capacity of 1,000 units.

Thanks to its automatic assembly line installed on hygienic and modern facilities on an area of 10,000 square meters. Mustafa Nebi Doğan of the company outlines their success story as follows:

“The difference of KAYBED: •Powerful and Innovative R&D Team KAYBED sees each business partner as an exclusive project and offers sleep system solutions that fit every individual with its powerful R&D team and innovative mattress design office. It offers you business partners innovative products by featuring sleep technology and raw material options used all over the world. Product development is for KAYBED not a short-term project; it is a long-term Project and one of the cornerstones of a healthy business. This perspective is reflected in the quality of our products, which is already in the attention of our business partners. •KAYBED is a sleep factory which opens up to the domestic market with its location which can be regarded as central Turkey, and to the whole world thanks to its proximity to the Mersin Port. Currently 30% of our Production is fort he domestic

market, while the remaining 70% replies the needs of our business partners in foreign markets. Many of our products which are shipped abroad are produced as Private Label under the own brands of our business partners. â&#x20AC;˘KAYBED exports his products in many foreign markets â&#x20AC;&#x201C; but the new target market is America. This is a very big market with legal obligations, but it also holds great potential for a company like KAYBED. â&#x20AC;˘The products of KAYBED, a company which has big targets like the American market are also a big demand from Middle East. Our relations with our business partners in this region is developing and growing.

•Of course, we benefit from the longtime experiences of Mert Makina, which is under the same Group as us - Mert Group. Mert Makine produces machines for the mattress sector for several years and has an important position in this category.

ed at Kayseri Organized Industrial Zone. As well as having an expertized and experienced line in the sector, KAYBED with its innovative mark aims to increment standard line of mattress manufacturing in the sector by its modern production and marketing apprehension.

•By the support from its automatic assembly line, KAYBED has a production capacity of 1,000 mattress/day installed on modern and hygienic facilities planted on 10,000 square meters area locat-

Every customer is a project •One of the most important exceptions that makes KAYBED distinctive from other manufacturers is that it designs products that

fit other countries’ sleeping culture and needs, tastes and expectancies. KAYBED, being particularly named as “Private Label” and positioned as a manufacturing vendor; offers special branding, collections and designs according to demands. •KAYBED sees each customer as a new project and deals with identical interest, thus, is glad that customers have their products at their homes

Naturepedic goes â&#x20AC;&#x153;Beyond Certifiedâ&#x20AC;?

Naturepedic is ready for Las Vegas Market in July, an industry show where companies showcase their latest and greatest offerings in furniture, home décor and gifts. To see surprising offerings of Naturepedic, visit booth C-1565. The biannual Las Vegas Market is a whopper of a show: picture some 50,000 or more buyers for the stores you know and many you don’t arriving from all over the country, even world, to decide the products their stores will carry. It’s big. For the July show, Naturepedic debuts its Beyond Certified campaign to educate retailers about the clever innovations and product variety offered in our adult organic mattresses, which, on top of everything are independently certified organic to the Global Organic Textile Standard (GOTS). Not only do its mattresses earn GOTS certification, but so does their entire manufacturing facility. “That gives us bragging rights. The Beyond Certified campaign works toward two goals. One is to reinforce the importance of GOTS certification, which separates organic products like ours from those making hollow ‘green’ claims. Another goal is to flaunt how Naturepedic is bringing a fresh approach back to organic mattresses, which for years was stuck in a latex-only funk,” says an official of Naturepedic. “We do make amazing GOTS-certified all

organic latex mattresses, but we do a lot more. Regarding latex, we are the only organic mattress manufacturer exclusively using latex certified to the Global Organic Latex Standard, or GOLS.” Latex is great, but many people enjoy the cooler sleep offered from the increased airflow afforded by coils or simply don’t want an all-foam mattress, organic or not. Naturepedic provides a variety of GOTS-certified designs to make them very happy. Not only does the company offer organic latex foam top comfort layers atop organic cotton fabric encased coils for a best of both worlds design, it also provides latex-free models with comfy encased comfort coils for luxurious latex-free comfort. Fresh also means doing things differently, like offering an organic sleep system that lets you customize your layers. Naturepedic’s EOS™ brings a European flair to organic mattresses with a modern look, and allows customers to realize their own dream mattresses, even with different firmness levels on each side of the bed for sleep partners with clashing preferences. That’s something you just don’t see in typical organic mattresses! And that’s the point of Beyond Certified. “At Naturepedic we are not typical. We are constantly innovating, developing and offering creative new approaches to organic mattresses and accessories made with healthier materials, but always with a dedication to old-fashioned quality. I guess we’re just an old-fashioned, non-traditional trendsetting innovator of healthier, safer, more comfortable mattresses! It’s fun to brag sometimes,” the official takes pride.

Natural and quality mattresses from Bed Night Company

Samet Kahraman, General Manager of Bed Night

Rendering services to the mattress industry for almost two decades Kaypetsan offers natural and quality products with the brand name of Bed Night Mattresses. Pointing out that they attach extra importance on quality, healthy and comfortable mattresses for people spend a great deal of time in bed, Samet Kahraman, general manager of Bed Night, said they would continue their development by never compromising on quality. He informed that they export their mattresses to Europe, Middle East and

Turkic Republics, adding that their discussions have been continuing for exporting to Arab countries too. He furnished us about the company and its operations:

About the company Our company was established in 1998 with the name “Kaypetsan” materials to manufacture by products of the mattress industry. Since 2005 we have been providing quality mattresses with the brand name “Bed Night” to the sector.

On production We, as Bed Night Yatak, know the importance of sleep quality for a happy life. We elaborate to the materials for the mattresses where people spend one third of their lives and we care for them to enjoy quality, healthy and comfortable sleep. The materials we use vary depending on the mattress types. We use genuine sheep wool, regional five-zone pocket spring system, high-density foam and wicker spring systems. Besides we try to follow technologic developments as far as we could. Daily production capacity is a hundred beds.

On export The mattresses we produced are exported to European and Arabian countries including Germany, France, Holland, Azerbaijan, Georgia, Libya, etc. Bed industry in Turkey has still potential for further development. We should not compromise on quality. We procure our raw material needs from their producers directly or through main distributors in the country.

Second edition of “Sleep WELL ExpoIstanbul” is just around the corner!

Leading names of the industry such as Nova Sünger, Kaybed, İskeçeli Yay, Leggett & Platt, Bekaert Textile, Enkev, Ozka Machinery, Kutuklu Machinery, Wright Labels, Artilat, Modayat, Zelu Chemical, Alfa Chemical, Arda Kimya, Lien’a Latex,Turkuaz, Aközlü Foreign Trade, Feltturc, Eraform, Machine Head,Techmelt, Karteks Machinery etc. have signed up for the second edition.

There are only a few exhibitions dedicated only to the sleep products industry in the world. There is only one in a big geography covering Turkey, Balkans, East Europe, former Soviet Block countries and Middle East. It is in Istanbul titled “Sleep Well Expo” organized by Voli Fuar and supported by Sleep Well and Sleep Tech magazines. 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. 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, Boyce-

lik, 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 Makina, 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 profes-

sionals 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, domestic 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

fair s s e r t t a m The only be l l i w n o i g of the re hall a r t x e e n o held with n, o i t i d e d n o at its sec 15. 0 2 , 5 2 2 October 2

and the innovations, the collaboration among industrialists are the important factors motivating the improvement of the mattress and bedding industry in Turkey. All these positive developments urged a fair in the industry and that’s how SLEEPWELL EXPO” show was born. It is held at the opposite side of Istanbul’s most famous international airport, Ataturk International Airport from where you can get the exhibition grounds in a few minutes. It is almost very clear that the fair will be one of the strongest fairs in the bedding industry worldwide in the very near future. The industry imports a lot, too. Turkey is a good market for machinery, some types of mattresses and raw materials. The first and only fair dedicated to the sleep products industry in Turkey, SLEEP WELL EXPO ISTANBUL was held April 17-20, 2014 and recorded a huge success which almost all industry professionals applause. Now the second edition of the fair is shaping up. Over 70% of exhibitors have already booked their spaces according to

the officials of Voli Fair Organization, the organizers of the show. The fair was scheduled to be at the same venue but instead of 2 halls and the big foyer, there will be an extra hall at the second edition, October 22-25, 2015. Stating that the fair attracted a great deal of interest from domestic market and by companies from different countries, 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 production hub for the mattress industry. Sleep Well Expo will host a professional platform where the latest technologies and products will be showcased altogether. Because of ever increasing

value of mattress and other sleep products the fair will be an important organization which will bring 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.

Natural Mattresses from Sevyat 48

Sevyat tries to improve sleep qualities by offering natural products made of latex, horsehair, goat and sheep wool.

Having been in the mattress business for more than ten years, Sevyat company exports to about 20 countries. Kubilay Pacal, production manager of the company that has 10% share in the market, informed about mattress manufacturing and sleep culture in Turkey.

Will you inform about your company? What services does your company offer in the mattress industry?

Our company was established as a family business by Adem Nergis, chairman of the board, in Kayseri in 2006. Realizing an annual growth of 30% our company has now a factory of 10 thousand sqm in Kayseri Organized Industrial Zone. Kayseri is a leading province in Turkey for the mattress business. Half of the 4 million mattresses annually produced in Turkey are made in Kayseri. Our daily production is 500 mattress-

es, 10% of total mattress exports from Turkey. We do our best to increase amount of production.

Will you inform about special product you offer to your customers? Why the people should prefer your products? Productivity in business and in life depends on the quality of sleep people have. We also believe this and offer special products to

our customers. We have products designed especially for those having back pains, those seeking double sided beds adapted to the body form of sexes. Recently we produced a energetic bed for tired people made of ginseng based fabrics. We are keen on not using any chemicals and hazardous materials. We prefer to use natural materials such as latex, horsehair, sheep and goat wool, etc. We have up-to-date machinery inventory for production.

Mattresses have an important part in human life. How should a quality mattress be? What is your advice to the consumers in this regard? Sleep culture in Turkey should progress even more. Some people still think about woolen bags when the beds are mentioned. Even some of them put orthopedic mattresses produced with latest

technology on traditional wool beds. Efficient life of mattresses in Europe is two years, while people in Turkey do not renew their bed by up to eight years. People have to choose the best product suitable for their physical and comfort needs.

Please inform us about R&D activities? How do you develop new products? We follow developments in the markets by visiting fairs in the country and abroad. We try to understand the demands of our customers. We got professional advices of medical and neurology experts. One of our product was awarded as the most innovative product in the furniture fair held in Kayseri.

How are your exports? What countries do you export? 30 % of our production is export-

Kubilay Pacal, Production Manager of Sevyat

ed. We are going to establish a foreign trade company for this aim. We deliver our products mainly to markets in Europe and Middle East. Among the 20 countries that we sell our products are Germany, Holland, Denmark, Belgium, England, France, Austria, Italy, Hungary, Sweden, Norway, Iraq, Georgia, Dubai, Libya, USA.

What is your opinion about recent developments in bed industry in Turkey, vis a vis foreign markets? The bed industry is growing fast. However competition may sometimes become unfair because of unregistered activities of the companies. We may easily become one of the leading countries in the world in terms of mattress production though our share is limited to only 10 %. Efficient new regulations are needed.

What are the problems in the industry? What are your proposals to solve them? R&D efforts and in the field of design are still limited. Also, promotional activities in international markets are still insufficient, and

this limits our global competitiveness. People should be educated more on the importance of beds for their health. Companies in the market should strictly be audited. In general, producers in Kayseri could not be supported as they reserved. Land costs more in Kayseri than in other regions. We expect more support of government authorities.

Heat conditioned pads of Isbir keep cool Launching several new products in the mattress market, the company offers four season comfort and hygiene with its heat-conditioned pads

DURALLI widens product portfolio Yılmaz Group of Companies continues to invest in ‘Duralli’ brand. Building up a prestigious brand namely Duralli, Yilmaz Group of Companies reached a monthly production capacity of 8,500 at its integrated plants. The Group has covered a great distance since 2006 by investing its brands Duralli and Durev. The company attained an integrated plant having modern production lines with its new factory investment built up on a covered area of 10 thousand square meters in 2009. Perihan Yilmaz Dilek, assistant general manager of Duralli, says that Duralli comes first to the mind when mattress is thought. She informs that as a strong brand in Turkey, Duralli has gained good ground in international markets as well and reached a lot of customers around the world. Dilek says their export figures increases by folds adding that they placed extra importance on marketing and R&D studies.

Boxspring production started Perihan Yilmaz Dilek, assistant general manager of Duralli explained, “We have started producing boxsprings which made a fast entrance to the market with Bednox “new useful model patent”. In addition to being long lasting these new boxsprings have easyto-open covers, optional opening direction, aesthetical designs and easy-to-carry.”

In 2015 new beds, Velanova, Andromeda, Visono, Sombre have been added to our product range with ‘‘UZAY SERIES’’. In the series pocket springs, visco and soft feather sponge, which support the spine, have been preferred. Beside, Rüya series was renewed. Regeneration has been made according to increased ergonomics of retail.

A new series in 2015: “Uzay”

Perihan Yilmaz Dilek further added, “Positive feedback from our customers about the quality of our products and our post sale service make us stronger. We work for better.”

Pointing out that they climbed up to top levels of the sector every year thanks to improvement on product quality and designs, Dilek said, “We reached a top spot in the industry with the year after year improvements in the design and quality of our products. Now we are a monitored and desired brand.

Perihan Yilmaz Dilek, Assistant General Manager of Eyşan

Orthopedic and healthy beds from Bucca In line with increasing number of bed producers, companies began to emphasize on the production of natural and technology based products for the consumers. One of them is Bucca bed company, whose partner Ugur Yildiz, informed about his company and challenged the myth of â&#x20AC;&#x153;expensive beds is the bestâ&#x20AC;?.

Do you inform us about your company? What are the services you offer? Consumers in abroad 30 % care for the sleep and beds, while in Turkey, 6 % of people care about

the importance of beds in their lives. Upon this data, we decided to produce organic beds that provide special sleep comfort with their specifications having natural materials and high technology. We tried to change the prevailing myth about the expensive beds that are thought as also the best. Selecting the right bed for the needs, habits and bodies of the consumers is more important. Cooperating with sleep experts and professionals, we got trust of buyers. We are now developing a number of firsts in mattress market. Surprises are on the way.

Will you inform us about your special products? Why people should buy beds from you?

are perspiring, have any health problems, their weights, etc. all are important for selecting the best because mattress is a person specific orthopedic product. They should prefer not the most expensive ones but that best suited to their needs.

Our slogan is â&#x20AC;&#x153;gourmet in bedâ&#x20AC;?. We produce both comfortable and healthy products by combining every suitable material that can be used in the manufacturing. Like a cake, we combine them harmonically. Customers then choose the best beds for their sleeping habits and their body forms. Our customers sleep on organically products hand made by using natural materials and customized for their needs. Also our sellers inform our buyers and help them to choose the best product for themselves. Our products are certified and guaranteed.

Beds are one of the important parts of peopleâ&#x20AC;&#x2122;s life. How should the quality of a bed? What are your advices for customers? Companies develop their own product portfolios and samples and try to promote their products with marketing campaigns. Our products are as natural as the sleep itself. A quality bed should meet all the needs of individuals during sleep. The materials used from the surface to deep inside should be chosen carefully and arranged accordingly. Popular beds are not suitable for every one, buyers should behave selectively to find the best product for their needs. Customers should inspect the materials used and their peculiarities to see if they

How are your R&D activities? How do develop new products?

Managed by professionals Bucca Bed developing surprising products for the market

bucca S LEEP

c ollec ti on

We work wit our professional team and engage in daily brainstorming sessions with them. We improved our manufacturing processes and obtained quality certificate issued by Turkish Standards Institute. We renovate our machinery inventory continuously and increase of production capacity. Besides beds, we are also produce other products such as pillows, furniture for home and offices and other products for hotel projects. 128 people are employed in our factory in Ankara Hasanoglan Organized Industrial zone.

How are your export activities? What are your target countries and markets? Our products are exported to 8 countries. When the negotiations were completed there will be more countries for our exports. Presently, we sold our products to Azerbaijan, Iran, Germany, Dubai, Morocco, Nigeria, Russia and Greece.

What is your opinion about bed market in Turkey? What are Turkeyâ&#x20AC;&#x2122;s position vis-Ă vis foreign markets? As I mentioned above, foreigners emphasize more on their sleep and beds. The ratio is 30 % in abroad while it is 6 % in Turkey. Recently manufacturers saw the fast growth of the mattress markets. Because, people have become more concerned and began to seek more comfortable and healthier products. Even furniture manufacturers started to produce beds. New brands have appeared. New sleep centers have opened. I think that the replacement period for beds will be shorter in the future than its present time span of 10 years. In foreign countries consumers replace their beds in 4 to 5 years on average.

What are the problems in bed markets? What is your solution for these? It seems that there is a long way to go in mattress industry in the fields of production, quality, marketing, selling, after sale services and others. As firms and producers we have to combine our efforts and energy in order to increase public awareness on the importance of their sleep and the sleep products, so that the consumers then will become more selective when buying our products.

What are your additional opinions? With our professional team and production capacity we are one of the young and the

best companies in our field. Presently, we are developing sleep centers to sell our products. For those who want to establish centers at prestigious locations we are ready to cooperate with our professional architects, sales advisors and sleep experts to open turnkey sleep centers. We are gourmet in mattress. Bed is our business.

Foreign partners empower the industry Having been producing mattresses for 25 years, SOLEY keeps its production by utilizing new technologies. Aegean regional manager, Mustafa Ozturk, says that foreign partners investing in Turkey improves competitive power of Turkish mattress industry. A 25-year old brand owned by Birlik Mensucat Co. Inc, one of the oldest textile and towel companies in Kayseri, Soley depends on the 65 years of experience of the company in the production of mattresses as well. Mustafa Ozturk, regional manager of Soley, emphasized on the technology they used in the production.

There is idle capacity in mattress industry Ozturk said, â&#x20AC;&#x153;Mattress industry in Turkey is producing at world standards, however, there are serious amount of over supply

than demand. So, companies aim for export markets and exports are increasing. We, as Soley, also target to sell more in export markets than in domestic markets.â&#x20AC;?

Mustafa Ozturk Aegean regional manager,

He also said, â&#x20AC;&#x153;Companies are trying to increase their sales volumes by producing aesthetically enriched products under new and attractive concepts. However, inter firm competition is growing in line with rising demand. In my view, it is good to establish partnership with foreign investors. Several companies have foreign business partners. I think that

of the market. In all products quality and hygiene are important. We produce SL and pocked spring type mattresses that were designed for better comfort from spring system to fabrics. This year we launched Visco Floral beds. With visco elastic foams, floral beds provide optimized support for better sleep. Zipped on three sides, with washable fabrics they provide more hygiene and protect natural balance of body. It sooths and prevents perspiration. Visco Dream, is for minimizing the stress on shoulders and knees. It ventilates the air and balances the moisture. Prevents bed odors, it is anti-static and protects against mites.

On distribution network and exports We sell our towels and home textile products through ten national distributors. Beds are sold through about 30 sole distributors in cities.

other companies will imitate this strategy. Investments of foreign investors will help companies to sell their products in export markets more easily.â&#x20AC;?

On his company Soley is a registered brand of Birlik Mensucat, a company in Kayseri, for towels, home textiles and beds. Birlik company had been retailing in the fifties, and started to produce towels in 1988. In 1997 home textiles and bed products were added to manufacturing line.

On their activities in bed industry and recent products We design products in bed industry for mid and upper segments

Beds are exported to Middle East markets, especially to Iran, Iraq and Libya, and South Africa, either under our own brand or as private label products.

On bed industry in Turkey Fairs are important in our business. We participate new fairs. We believe that the home textile and mattress industries have made great strides in Turkey. They have still greater potentials.

Additional comments Although we have some problems at the beginning of the year, we think that 2014 will be more dynamic. We offer new products to our buyers. In mattress group we will launch new products in each quarter.

EVTEKS Fair welcomed more than 138 thousand visitors 62

All innovations in the home textile industry were exhibited and the leading products of fashion were presented at CNR Expo Center in Yeşilköy on an area of 160 thousand square metres by the cooperation of TETSİAD (Turkey Home Textiles Industrialists’ and Businessmen’s Association) and CNR

“EVTEKS”, the world’s second Turkey’s biggest home textile exhibition, which was organized by cooperation of TETSİAD and CNR, welcomed its guests this year for the 21st time. More than 1000 companies and more than 2 thousand brands participated in the exhibition, which was opened by Nihat Zeybekçi, the Minister of Economy and which was held at CNR EXPO Yeşilköy, between dates of 19-23 May. Famous designers exhibited the trends of house textile of 2016. “EVTEKS İstanbul International Home Textile Exhibition”, which is one the biggest home textile exhibitions of the world as for the area where it was organized, made the giants of the industry in Istanbul between dates of 19-23 May 2015. This year, 138 thousand and 368 people visited EVTEKS Fair that is outstanding

among the exhibitions in Turkey, with its international participant diversity and the number of foreign visitors. The exhibition, where all innovations in the home textile industry were exhibited and the leading products of fashion were presented to the evaluation of the visitors, took place in Yeşilköy CNR Expo Exhibition Centre on an area of 160 thousand square metres by the cooperation of TETSİAD (Turkey Home Textiles Industrialists’ and Businessmen’s Association) and CNR Holding. Participation from many countries such as Germany, USA, Australia, Austria, Azerbaijan, UAE, Belgium, Bulgaria, Algeria, Czech Republic, Denmark, Morocco, Finland, France, South Africa, Netherlands, England, Iran, Spain, Israel, Sweden, Switzerland, Italy, Japan, Canada, Kazakhstan, Kyrgyzstan, Kuwait, Lithuania, Lebanon, Hungary, Egypt, Moldavia, Norway, Oman,

Uzbekistan, Poland, Portugal, Romania, Russia Federation, Saudi Arabia, Tunisia, Turkmenistan, Ukraine, Jordan and Greece, which were invited by the Minister of Economy was ensured to EVTEKS Fair.

The exhibition created a business volume of 2 billion dollars Yaşar Küçükçalık, President of TETSİAD, stated: “The exhibition which was organized with the participation of 69 companies in 1992 has now raised its number of participants up to one thousand and the exhibition area from 600 square metres to 160 thousand square metres. This improvement,

as Turkey achieved in the field of home textile, carries a great importance. Our exhibition that had an increase in the number of exhibitors comparing to last year was visited by 138 thousand 368 people, consisting of 97 thousand 779 domestic and 40 thousand 589 foreign visitors. We welcomed 50 countries in our exhibition, such countries as Spain, Italy, USA, Germany, Japan, France, England, Canada, Iran and China being in the first place. During the exhibition, our participants had contacts with buyers from foreign countries and signed important trade agreements. In the exhibition where domestic and foreign buyers rushed, Turkish companies had orders from many different countries especially from the Middle East and the former Eastern Bloc countries. We can say that our exhibition created a business volume of 2 billion dollars.â&#x20AC;?

Trends of 2016 were set In the exhibition where more than 2 thousand brands took parts; famous designers exhibited the home textile trends of 2016. During the exhibition, seminars were given by the leading professionals of the industry, world famous trendsetters and designers from inside and outside the country. The organizationâ&#x20AC;&#x2122;s trend area was designed by Nelly Rodi in the leadership of Vincent Gregoire this time again, as it has been in the past three years. The massive exhibition where all innovations about the industry took place and lasted for five days, left its mark on the home textile industry again in year 2015.

Thermo Rest mattress by YataĹ&#x; Bedding to keep first day comfort for years

An experienced expert in sleep products Yataş developed “Thermo Rest” which assures a long lasting, quality and comfortable sleep. Offering new technologies in mattress and sleep products, Yataş has already become the favorite name with its Thermo Rest mattresses which provide strong backbone support. Produced with DHT spring system developed by 30 years experience of Yataş in steel spring production, the Thermo Rest mattress assures the first day form of the bed for many years. Renown for its works and innovations for healthy and comfortable mattresses Yataş Bedding is en expert brand at this manner. Providing an excellent resting area the new model Thermo Rest assures a long lasting, quality and comfortable sleep.

With its Adaptive™ fabric it provides superior moisture management thereby offering customized thermal comfort. Having intelligent material and design award the Adaptive™ Technology acts as a ssmart air condition and spreads the moisture up to 67%, vaporize up to 25% more and offers customized heat. Idyllic sleeps with “Thermo Rest” mattresses… With its removable and washable case Thermo Rest mattress offers extra usage comfort. Contributing to the beauty and comfort of bedrooms Thermo Rest offers the healthiest form of sleep to its users.

YataĹ&#x; keeps increasing sleep comfort

Metin Ozbek, R&D and Production Manager

Yatas keeps going on to offer its beds to its prospects developed by research activities.

One of the brands remembered in the mattress industry, Yatas produces beds most suited to the profile of Turkish people. For more sleep comfort, the company started to utilize wallaby and titanium alloy hourglass spring systems that are able to adopt the body forms. Ergo coil and verticoil edge type of mattress were also of Yatas. Emphasizing on the importance of research and development process in his company, Metin Ozbek, R&D and production manager, said that his team is composed of people working as engineers, academicians, and in hospitals and international test centers.

First, we may want to know about you? I have been in Yatas group for six years, and acting as production manager for four years. A graduate of electric-electronic engineer-

ing and I have a master degree in industrial engineering field. Married with one child.

What did Yatas to be one of the first name in its field? What is the secret of this? From its foundation Yatas has had a wider vision as an indispensable part of its corporate culture. It is our principle to produce and offer to our buyers the most innovative products at higher quality norms, at suitable prices by combining science, engineering, design and comfort.

Technology has impacted on the quality of beds. How is the R&D policy of your company? R&D is one of the most important and critical functions in our company. It requires us to develop products that fully meet the expectations of buyers. For us it is

waste of energy to try to produce useless and unwanted products. We listen to our customers by engaging periodic surveys and focus group interviews. These are the main inputs for our design process. Then we engage in robust design principles and consider about the production and life cycle of prospective product. Engineers, scientists, physicians, hospitals, industrial designers, masters and test centers play their roles accordingly. We keep watching developments in the world in order to maintain our leading position, through literature searches, benchmarking, trade fair visits, reading of print and online publications done by our R&D team.

What are special in your latest sleep products? How was the recent response of your customers to these products? Seven new models were added to our product portfolio in 2014. Developed in line with our design policy, all of our products are developed by taking account certain principles of functionality, dependability, high quality, high visibility, up-to-date technology, comfort, pressure distribution and spinal support. Last year we engaged in cooperation with Leggett &Platt, a renowned spring producer, on wallby and hourglass type of springs. Wallby contains spring in spring and hourglass made of titanium alloys having three characteristics of spring in one coil. Ergo coil system is the most developed system having 21 % more springs than common springs. It keeps 28 cooler than foam type of beds thanks to its special lining and

provides more space for sleeping on. Our Wetgel and Ultrawaist products are also attracted great appreciation of our buyers.

and under what conditions? What is the position of Turkey in this field?

What do you want to say on mattress production in Turkey? How it should be made

Data that we have by now shows that 10 million beds are produced in Turkey annually. In line with this, there are suppliers of inputs,

products. During our benchmark studies we have learned that bed producers in some countries started to imitate or inspired by the works of Turkish designers.

materials, machine and technology. The quality of mattress produced in Turkey has surpassed their European rivalsâ&#x20AC;&#x2122; products. So as to that, many of high-end brands in the world outsource their collection preparation works to Turkish brands. Despite even rising costs of labor, Turkey has become a preferred source for sleep products. The success of Turkish manufacturers depends on their efforts to produce wide range of products, and their efforts to produce innovative, value-added, best hand crafted

For further development and to be more successful, the industry has to keep its pace of development and investing for quality of labor in order to increase automation in the production.

What are the similarities and differences in terms of sleep products and mattresses in Turkey and in the world? We saw geographical and radical cultural differences on sleeping habits in the world. Spring type of beds are more preferred than foam types in Turkey. Share of foam beds is almost zero in certain regions of Europe. Even hardness and comfort levels change

from one continent to others, form one country to others. In some countries, boxsprings are indispensable while in other countries simple types are sold more. As Yatas, we try to developed for the needs of 60 different countries in the world. At our Kayseri factory we produce 243 different mattresses at various sizes. We have talks to prospective buyers in 6 countries in central Asia, the Gulf and the Balkans to open new stores there.

Anything you want to add? Bed and furniture industries are among the few industries having foreign trade balance. This is also important for our company. We are aware of our responsibility as one of the leader in this sector. We believe that in 2015 we will grow by investing more in our business.

SPM Mybed brings medical comfort in homes 76

SPM produces comfortable and customized mattresses for the needs of consumers at home

Having been a producer in the medical mattress industry for ten years, SMP now launches â&#x20AC;&#x2DC;Mybedâ&#x20AC;&#x2122; that brings the comfort of medical mattresses into homes. General manager of the company Oguz Ozoguz informed about his company and personalized products they offered to consumers.

First of all, would you inform us about SPM in general? What products do you have in your latest collections? SPM is a company that servers in matters industry for more than

ten years. What differs us from other firms in the sector is that we focused on medical mattresses and a leading brand in anti-decubitus mattress producer in health industry. Lately, we launched Mybed series in home mattresses line that were custom designed for the body forms, ergonomic and comfort needs of the customers with health and medical concerns. About half of our products are exported to mainly European countries, Arabian peninsula, North and South Africa and Asian countries.

Would you give us info about your special product you offered your customers? How do they view your design-centered products by customers when compared with your rival brands?

Oğuz Özoğuz, General Manager of SPM

The customers can easily understand that our products are not composed of only special designs when they inspect and try our products after evaluating all alternatives. Our philosophy is to help them realize their dreams for comfort by offering them personalized products. Even some of our models can be adjusted or customized by our customers in their homes. For example, the Cube model is made of 90 cubes in singles and 200 cubes in doubles, hardness and locations of each cube can be

manipulated and adjusted by the consumers themselves.

Mattresses are one of the important items in human life. In your opinion, what specs should have a quality mattress? What is your advice for consumers? First of all user has to determine his/her need by using plain words. Then they have to be careful against pushing talks about the products offered, instead they have to decide by experimenting alternatives. It is not right to decide only by considering the product prices. Contrast to general believe, the most pricey product may not be the most comfortable among alternatives. So, we advice our customers to decide not only by inspecting, by looking them,

instead, they have to decide on the best by laying down on the mattresses, and trying to feel them. This is also valid for our own products as well. Certainly products should be compared with their pars if customers do not want to experience problems after sale.

Would you inform us about your R&D activities? How do you develop a new product in your firm? While designing our Mybed series of mattresses we utilized the design standards that we used in medical mattress manufacturing. As I mentioned above, anti-decubitus term means the products that are developed to prevent and to heal the wounds that emerge in bedridden patients. We test our anti-decubitus mattress production at European standards by applying tests that are done in those countries. The main principle in these series of mattresses is that, the pressure applied to body should be distributed evenly on all parts of the body in order to prevent perspiration. I think this can explain our production principles and comfort levels of our products without mentioning other details of the production process.

What do you think about recent developments in the mattress industry? What is the position of domestic industry when compared with foreigners? We do not use springs in our mattresses. This system has been preferred in Europe for years. In line with growing promotions of visco mattresses in Turkey, demand for foam mattresses have started to increase with an image of visco. As the alternatives are proliferated customers are becoming more

conscious in their selections and more able to differentiate good from bad, comfortable and not. At the end, this will be an important advantage for those companies that emphasize on comfort and quality in their products both in domestic and export markets.

What are the problems in the mattress industry? What are your offers for solution? The most important problem in the sector is the growing number of companies that do not care about quality and the regulations. Booming demand in the industry fuels

the number of companies entering in the market by having a couple of basic machinery and by engaging high volume productions. In general they produce commodity goods without having any design and quality characteristics. Sustainability of these companies are so limited and they cannot stay in the industry for long years. Churn of the companies is very high in the sector. As a result of these, thrust for other companies were harmed in and out of the country. We need to be an industry having high level of quality and neatly defined standards for the products.

The pillows, crucial for quality sleep 80

Better Sleep Council provides useful information about pillows, an inseparable part of a bed Just as your bed should provide good support for your body, your pillow should give you the right cushioning to position your head and neck properly. It should hold your head in the same relation to your shoulders and spine as if you were standing with correct upright posture. If you sleep on your side, you may want a fairly firm pillow to give your head and neck extra support. If you sleep on your back, try a medium-firm pillow to cradle your head with more “give.” And if you sleep on your stomach (although some physicians caution against this position), choose a soft pillow to lessen the strain on your neck. Today’s consumer has access to a wide variety of pillows at a variety of price points. Shopping for the right pillow is an essential part of building your perfect sleep system.

The timeframe for how long a pillow can be used often depends on the quality of the pillow. Generally, pillows should be replaced every year, but some pillows may wear faster than others. A simple test to determine if your pillow needs to be replaced is to fold your pillow in half (thirds for larger

pillows) squeezing out the air. In general, when you release the pillow it should spring back into its original shape and fullness. If it doesn’t, then it’s likely time for a new one.

you should consider replacing your pillow.

Additionally, pillows can show signs of wear and tear over time. If you notice the following signs,

• Feels lumpy and bumpy

• No longer feels the way you did when you first bought it • Shows visible signs of dirt

â&#x20AC;&#x153;Das Hausâ&#x20AC;? 2016: A sign of openness at IMM Cologne Guest of Honor 2016 at the IMM international furniture and interiors show is the German product designer, Sebastian Herkner who stands for a new generation of creative designers from Germany.

What form could living take on, if a designer is able to really live out his fantasies? How much can one read into his person, culture and convictions regarding the sense, function and aesthetics of architecture, furniture and interior design based on such a design? And what appearance does this vision take on when it is made by a German designer? Sebastian Herkner, a product designer with his own studio in Offenbach am Main, will have the opportunity at the next imm cologne in January 2016 to completely turn the clichĂŠ of German design, which in the eyes of the international furnishing world is a mixture between rustic Black Forest living rooms, Bauhaus tradition and Braun aesthetics, upside down. imm cologne is nominating the young star of the international design scene as their Guest of Honour 2016 and is inviting him to present his own interpretation of the experimental format Das Haus Interiors on Stage.

Herkner - collector, craftsman and magician Sebastian Herkner’s extraordinary feeling for material and his original, in spite of its simplicity curiously enticing form solutions have quickly earned the 34-yearold high international esteem. As a frequent traveller, he gathers impressions, everyday objects and craftsmen’s techniques. Brands like Moroso, Fontana Arte, Sitzfeldt, Very Wood by Gervasoni, Sancal, Böwer, Gubi, Leff Amsterdam, Carl Mertens, Pulpo, La Chance, De Vorm, Rosenthal or Nya Nordiska assign him with the task of designing furniture, lamps, tableware and showrooms. He understands how to emphasise the value and character of the material and combine this expediently with craftsmanship and high-tech. Many of his designs that initially caused a stir above all in the gallery scene enfold their quality first and foremost using traditional craftsmanship - for example the Bell Table (Classicon), the colored glass stand of which is still handmade in Germany. The designer, who was born in Bad Mergentheim and studied at the Offenbach Design School, founded his own studio in 2006. He sharpened his eye for detail during a year-long internship for the fashion label Stella McCartney in London. Since being distinguished by imm cologne for the Best Communication Concept in 2009, he has won numerous prizes awarded by magazines such as Elle Deco and Wallpaper, the red dot design award, the German Design Prize, the German Design Award and most recently the Interior Innovation Award - also conferred by imm cologne.

A house without rigid walls For Das Haus - Interiors on Stage, Herkner has something in mind that couldn’t be more different to the cubic design divided into two-storey rooms created by the Shanghai-based architecture studio, Neri&Hu, in 2015: Das Haus 2016 is to be airy and characterized by textiles and it is to convey an experience of open living that is tangible with all of the senses. “I don’t want any rigid walls, but instead a house that

communicates openness,” is how Herkner explains the cornerstones of his concept. “A house can make two statements: ‘Stay outside!’ or ‘Come in!’. In the light of the fates of refugees it is time to set a sign of openness and empathy as a means of opposition against political isolation,” Sebastian Herkner finds. “We have come a long way with the concept for Das Haus over the past years and have in the process brought a really international spectrum of contemporary design by excep-

tional, aspiring designers and architects to Cologne,” is how Dick Spierenburg, Creative Director of imm cologne, confidently commented the success story of the experimental platform that was introduced in 2012. The Dutchman added: “After taking the big step to China last year we were simply not able to pass by Sebastian Herkner, just because he lives more or less round the corner. Herkner’s house is going to be spectacular, because it is going to be totally different again: Rich in perspective, unusual and very, very sensual. I am expecting it to be an event that not only attracts the attention of the professional world, but which will also cause a stir on the public days.”

In the scope of the experimental platform â&#x20AC;&#x153;Das Haus - Interiors on Stageâ&#x20AC;?, an aspiring creative designer of international significance will simulate a residential house in the midst of the trade fair.

“Das Haus” - half portrait of the designer, half future-focused concept The “Das Haus - Interiors on Stage” installation simulates a residential house at the international furniture and interiors show imm cologne. Every year, a new designer is nominated and based on their plans and design, the fair organises the erection of an approximately 240 sqm large house in the Pure Editions Hall 2.2. The furniture, colors, materials, lighting and accessories are also selected by the designer, rendering the finished house an individual configuration of interior design. The integrated concept should not just be future orientated, but also practical, workable and above all authentic. “Das Haus - Interiors on Stage” is therefore the portrait of a designer as well as a visionary concept, an example of how one can realise one’s own world to express one’s own personality.

The project thereby deals not just with contemporary furnishing trends but also with people’s aspirations as well as social change. The first installation of “Das Haus” was in 2012 and the Indian-British designer team Nipa Doshi and Jonathan Levien were nominated to introduce the new format. They installed an organically grown space, which enabled a communicative living together of inhabitants from different cultures. In 2013, the Italian product designer Luca Nichetto introduced the next installation of the design event with an elegant ensemble, the construction open on all sides, welcoming in the natural elements of the outdoors. In 2014, the Danish designer, Louise Campbell, turned “Das Haus” into a low-tech place of calm within the bustle of the fair, representing the reconcil-

In the fifth year, after designers and architects from England and India, Italy, Denmark and China, the first German designer, namely Sebastian Herkner, will move into Das Haus. iation of the most diverse human characters and preferences in style. Most recently, the Chinese architect duo, Rossana Hu and Lyndon Neri, questioned traditional living rituals by placing “living cages” crammed full with classic

and modern furniture in a room construction that was reminiscent of the narrow alleyways in Shanghai, which turned the visitors into voyeurs and encouraged them to reflect. In 2016 Das Haus - Interiors on Stage is located in a different environment compared to the previous years: Now part of the Pure Editions Hall, it is the hub of the newly introduced platform, the open presentation architecture of which covers a diverse spectrum of interior design-relevant product ranges from sofas and stools to outdoor furniture and lamps regardless of whether they have been designed by big brands or small labels. As a result of the new structure, the most important players and design highlights will be grouped more closely together and will be more accessible.

Isbir Yatak opens 30 sleep centers in abroad

With incentives provided under brand support program, the company invest has invested in 20 countries in four years and opened 30 centers abroad. Aiming to improve their awareness in Europe and in Middle East, marketing manager of Arzu Copur informed about their activities to facilitate the decision of consumers.

What lays behind your compa- Technology has caused serious nyâ&#x20AC;&#x2122;s success of being a leading changes in mattresses as well, that was reflected by Isbir brand? Yatak. Will you mention about Isbir Yatak is a fast growing comyour sleep products and their pany that emphasizes on quality, characteristics you offered? on having customer centered What were the responses of production and known as a quality your customers to these? brand. At the beginning, furniture companies were also selling mattresses. As a foam producer, Isbir Yatak entered in the mattress industry and tried to establish an independent market for mattress, an item that has to be evaluated separately as an important item for a healthy life. We did much in this regard.

For this end, we tried to take the lead in developing new products in our field, the mattresses only. We keep close watch on the developments in the world and applied them into market in Turkey. By opening sleep centers that are focused on sleep products throughout the country we emphasized that we are the masters of sleep. Our brand was built by right positioning with quality products depending on our main resources.

Our product development team has been following fairs in the world either as participants or visitors. There are a range of products in our product portfolio, including massaging mattresses, mattresses with vitamins, lavender scented, mattresses made of horsehair and coconut fibers, special mattresses for sports people and event heath conditioned ones. Recently we not only working as product oriented, we decided to pursue a consumer-centered policy aiming to improve the buying decisions of consumers by investing on their shopping experiences. In our sleep centers we have a special software that we called 3D catalog that visualize all alternatives for upholstery on our base sets. Customers can decide on by seeing their choices on the screen. We have a special test system that guides buyers to choose the best

alternative by their sleeping habits. They all make our customers satisfied and happy about their decisions.

Last year you had said that 2014 would be a year of investment for Isbir. What investments did you make last year? Our operations renovating our stores that we started in 2013 will continue this year. It was completed by 70 to 80 percent; it will be finished by the end of the year. We open new stores as well. We planned to have 50 exclusive sleep centers and 50 corner selling points. We have been participating in two fairs in Germany and Italy with our booth. We began to harvest our investments in these events thanks to our new technology products. Our activities abroad will be intensified thanks to the incentives of brand support programs.

What can you say about mattress production in Turkey? How should it be carried out and in what conditions? How far has Turkey gone in this regard?

Arzu Ă&#x2021;opur, Marketing Manager of Ä°Ĺ&#x;bir Yatak

Having more company in the industry is both have advantages and handicaps. Every entrepreneur can produce mattresses without any investment or ability. Besides most of the buyer were not aware of the importance of mattresses for their life

for decades. It is said that there are about 500 mattress producers only in Kayseri. Products can only be distinguished from others by their materials and technology used in the production. Customers cannot understand the quality of mattress even they saw the inside of it. Differentiation is difficult in this market. It needs serious investment on technology. However, consumers have begun to be more conscious. They now demand better products. In short, competition is good for product development but a problem for manufacturers. Major companies in the industry follow closely the developments in the markets abroad, so their products are at global standards.

What are the similarities and differences between sleep products in domestic and international markets? Products of leading brands are at competitive standards against their universal brands. Even they have serious price advantages over foreign rivals. But Turkish brands need to be promoted heavily in markets abroad. In this regard, governmental support and incentives are important. Signing powerful contracts with distributors and increasing the number of outlets in abroad, especially in Europe and in the Middle East is on top of our agenda. We

have a five-year development plan. The brand support program of the Ministry of Economy that we are a part of it since 2014 brings us great advantages.

You deliver your products to a wide geography in both Turkey and in the world. What are your targets in order to increase your exports and to open new shops? We targeted to open 30 franchise sleep centers in abroad this year. In four yearâ&#x20AC;&#x2122;s time, we will invest in 20 target countries including Germany, Denmark, Holland, France and Saudi Arabia.

Thanks to Charlene, the quality of your little ones’ sleep is “very good” 94

BÖNNIGHEIM - Numerous studies show how important sleep is for children’s mental development. For example, children who had a sleep deficit at the age of 2.5 years performed less well in tests of mental development at the age of six than those who had no such deficit. (Associations Between Sleep Duration Patterns and Behavioral/ Cognitive Functioning at School Entry (Touchette, Petit, Séguin, Boivin, Tremblay, Montplaisir). Comfortable bedding is one very important factor in having a long and relaxing sleep. Sleeping comfort in bedding means it ensures that the child’s body remains at a comfortable temperature and that any sweat released during sleep is quickly and effectively transported away from the body. Children not only sleep for longer at night but also, especially in the early years, have an “afternoon nap” as well. Because the bedding is in use for longer, sleeping

comfort is especially important when purchasing for children. The way children and adults produce heat, and their body dimensions, are different, so the measuring and assessment system for adults cannot simply be applied to children’s bedding. This is why scientists at the Hohenstein Institute in Bönnigheim developed the thermal articulated manikin Charlene, allowing recommendations to be made about sleeping comfort at the point of sale.

© Hohenstein Institute Charlene is the name of a thermal articulated manikin 92 cm tall and weighing 14 kg, i.e. approximately the size of a 2-3 year old child. It was developed at the Hohenstein Institute.

Charlene is 92 cm tall and weighs 14 kg and so is roughly the size of a 2-3 year old child. Since the model cannot sweat, measurements are supplemented by the Hohenstein Skin Model which simulates the way human skin gives off heat and sweat. Unlike Charlene, children have hair which retains warmth and so protects the body against heat loss. So that Charlene does not lose heat through her head, the

The Hohenstein Institute “Sleeping comfort rating” quality label gives a sleeping comfort rating for both low and high ambient temperatures. The sleeping comfort rating that is relevant when buying depends on the room temperature and the individual needs of the child. ©Hohenstein Institute

Before Charlene is covered with the bedding that is being tested and the test begins, some key factors are standardised, such as the pyjamas that Charlene is wearing and the bed and mattress. The only changeable variable is the bedding.

thermal articulated manikin wears a woolen hat. Before Charlene is covered with the bedding that is being tested and the test begins, some key factors are standardized, for example the pajamas that Charlene is wearing and the bed and mattress. Consequently, the bedding is the only variable in the test. The Hohenstein Institute evaluation system is based on objective measurements which are correlated with subjective assessments. In this way it is possible to predict how the sleeping comfort of children’s bedding will be experienced in actual use by means of tests in the laboratory. The values for the thermo physiological comfort of children’s bedding that are worked out in the laboratory with the help of Charlene are expressed in the form of what is called the sleeping comfort rating. This ranges from 1 for

© Hohenstein Institute ® Thanks to the small thermal articulated manikin Charlene and the Hohenstein Skin Model, it is possible to judge whether children’s bedding will ensure that the child’s body maintains a comfortable temperature and that any sweat released during sleep will be quickly and effectively transported away from the body.

“very good” to 4 for “poor”. The assessment system shows one sleeping comfort rating for low ambient temperatures and one for high temperatures. The sleeping comfort rating that is relevant when buying depends on the

room temperature and the individual needs of the child. However, the rating has to be above 2.5 (“good”) for the bedding to be allowed to bear the Hohenstein quality label. The endorsement with the Hohenstein Institute’s “Sleeping comfort rating” quality label allows parents immediately to recognize high-quality bedding that will enable their children to sleep comfortably. The objective assessment system also enables sales staff to make expert and need-based recommendations for their customers. The Hohenstein Institute’s testing of the sleeping comfort of children’s bedding is complemented by the “Sleeping comfort rating for children’s mattresses” quality label. One of the current research projects to do with sleeping comfort for children concerns children’s sleeping bags. The main challenge in this research is to establish the different thermal ranges in which they are used. The researchers expect to be able to publish their results within the next few months.

ISTIKBAL aims top-three in the world

Mustafa Büyükkatırcı, Marketing Manager of Istikbal

Rendering services through over 850 domestic and 300 exclusive stores in 50 countries worldwide, Istikbal Mobilya has been on the way to go to its major target set for 2023. Pointing out that they opened 4 stores in countries as France, Germany and Switzerland on one day, Mustafa Büyükkatırcı, Marketing Manager of Istikbal said that they have been successfully continuing on the way to be one of the first three companies in the sector in the world adding that they had started with a target to open 30 new stores this and that they had already finished halfway. Buyukkatırcı underlined that they would continue their investments to hit the major target. He answered Sleep Well’s questions for details of their success story:

As one of the leading brands in Turkey Istikbal Mobilya has a major target to be one of top-three names in the world by 2023.

First of all, would you share your thoughts on the latest developments taking place in the mattress industry during these past few years? How have these developments affected Istikbal? We can easily say that the mattress industry in Turkey is a fast growing industry with Kayseri being the dominating city of the mattress market. It would be acceptable to say that Kayseri is one of the important trend makers of this market. The mattress industry is growing and developing day by day, with R&D activities gaining increasing prominence. As Istikbal, we believe we contribute to this market’s development as well.

We’ve been hearing a lot about one of the latest products to be introduced by Istikbal, called “IQ Comfort”. As one of the leading brands in the mattress industry, what are some of the special features you’ve presented with your products? What kind of reactions have you gathered from consumers with this type of product? Our starting point in the mattress industry is to present choices that help each person chooses the right mattress for themselves, for continuous and comfortable sleep… Our latest mattress series, IQ, was designed to provide maximum comfort for all types of sleepers. The special spring technology

IQ mattress provides the right support for your body with all sleep positions. IQ mattresses, made with Cooler fabric help balance body heat to provide maximum comfort all through sleep.

With 300 stores and over 5 thousand sales points all over the world, Istikbal is well placed with concept stores. What is the basis of your overseas strategies in the upcoming term? Are there any new markets that you’re considering a launch in? With over 50 years’ experience behind us, today Istikbal is Tur-

key’s leading furniture brand. We reach out to consumers around the world with 300 exclusive stores in 50 countries and 850 stores reaching every corner of Turkey. In 2013 we set a goal for our Istikbal brand, to become one of the top three furniture manufacturers in the world by 2023. Carefully planned strategies, new store openings and engaging consumers the world over are the main activities that will carry us towards our primary goal. Today there are 66 Istikbal stores in Europe and we hope to continue growth so that we reach 100 stores in Europe by the end of 2016. Just this past April, we opened 4 Istikbal

stores on the same day in France, Germany and Switzerland.

There’s been a lot of news about new investments in the domestic market. Are there any similarly planned investments for overseas? What is the expected growth with new investments? Just as in the domestic market, there are planned overseas investments as well. Each store opening overseas is the result of strenuous work and major investments. I can say that we are well on our way to reaching 30 new store openings for 2015.

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If youâ&#x20AC;&#x2122;re in beds, BEDSHOW is the best place to be in September! All exhibitors are members of the National Bed Federation (NBF).

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Recognised as the UK’s biggest bed exhibition, the National Bed Federation’s (NBF) hugely popular and successful Bed Show is back for a sixth year and will take place from 22-23 September 2015. It will be held once again at the Telford International Centre over the two days with opening hours Tuesday 9am-5.30pm and Wednesday 9am-4pm. “Our fifth Bed Show was another huge success,” said Jessica Alexander, executive director of the NBF. “We have increased visitor numbers year-on-year since the launch of the show in 2010

and this year marked another 5% increase – which is fantastic news. “The format of the show has changed very little over the years – we’ve just got slightly bigger. The additional third hall worked well this year and we will continue that format for 2015. Whatever changes we’ve made we’ve always kept true to the original concept which is to provide a cost effective, focused, no frills event and it works.” Once again only members of the NBF were invited to exhibit at 2015 Bed Show and the show will

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continue to present its unique mix of both bed manufacturers â&#x20AC;&#x201C; all with British manufacturing bases â&#x20AC;&#x201C; and component suppliers. A Gala Dinner and Awards night will once again be held on the Tuesday evening of the show at the International Centre. For the fifth year running there will be Best in Class Awards. The show welcomes many wellknown bed manufacturers and component suppliers and is a must-see for anyone in the business of buying, selling or specifying beds. All exhibitors are members of the National Bed Federation. Buying from an NBF member provides customers with the reassurance they need that they are in turn offering their customers decent products from decent companies.

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Watch out the vehicle!

A new product from Ider Furniture. Entered in kids segment recently, Ider furniture launched new sets for kidsâ&#x20AC;&#x2122; rooms with a theme of cars, the favorite toy for boys. It also offers Monza collection for bedroom set, composed of closets, drawers, beds, bookshelves and studies. Ider Monza is addressing mostly to menâ&#x20AC;&#x2122;s bedrooms with a different concept.

The product was inspired by racetracks and imitates the world of racers, an entertaining and safe roommate for kids. The company officials expects that the fathers may want to sleep in their kids beds in line with their childish dreams.

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Ipek Furniture grows in domestic market The company plans to open 100 exclusive stores in 2015 Active in bedding industry since 1995 the company has 17 different models in its line adding five new items. Omurlu Molu, ad and PR manager of Ipek Mobilya, informed about the activities of the company.

Omurlu Molu Ad and PR Manager of Ipek Mobilya

On the activities of company

and furniture in 1995. The founder of the company, Saffet Arslan had been working as an upholstery master in his small shop of 15 sqm. Soon he engaged in producing end products for the customers in larger scale. He started planned and serial production of furniture in the region.

Established in 1991 in middle industrial zone in Kayseri, the company started to produce coaches

In 1989 he opened his first multifloor store and began to sell his and other manufacturersâ&#x20AC;&#x2122; produc-

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tions. Having additional partners he formed the company as Ipek Mobilya. Today the company produces bedrooms, dining rooms, coach sets, living rooms, bases and beds. 40 % of the production made in its factory of 85 thousand sqm is exported to 40 countries.

On customersâ&#x20AC;&#x2122; renewal of products Customers in Turkey renew their furniture more frequently than in other countries. We have been still delivering the same furniture to our buyers in Germany for ten years. We have to launch new products every year for domestic buyers. Earlier, customers were more sensitive on their purchases of dress, footwear, etc., than beds. Nowadays they seek more information about the beds they think to buy, about the materials and fabrics used. They look for better, healthier and orthopedic products.

On product variety Number of models in our portfolio increased up to 17. This year 5 models will be launched. We have every kind of beds. Our factory

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is so flexible to produce varieties like knitted, jacquard, satin fabrics, bonnel and pocked spring systems, visco and hybrid meds. Recently female buyers have been tending to prefer beds with removable covers; they like them much.

On distributors We get heavy demand for being our distributors in their regions. However, we decide selectively. We want to establish a powerful distribution network composed of exclusive distributors. They have

to have as least 2 thousand sqm show area in their stores. In 2015 we are going to open 100 new exclusive stores in addition to 186 distributors we already have.

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Narinler aims to grow 50% in two years Having been in the industry for 45 years, Narinler company produces furniture and visco and padded beds under Slims brand. Proprietor of the company Selim Narin said that they aimed to grow 50% in two years and detailed his company and its operations.

On the history and products of company

Selim Narin Proprietor of Narinler

We have been producing sets for youth rooms, bedrooms, coaches, armchairs, bases and beds since 1971 in our factory of 20 thousand sqm in Kayseri Organized Industrial Zone. We have 12 different beds in our line including visco foam beds having replaceable pads. We produce the materials we used in production. We only buy fabrics from other companies in Turkey. We also produce standard

beds for hotels. They are mostly economically priced. Beds are a complementary item for us. We produce beds for 20 years.

On exports markets We exported our products to 25 countries by now. Problems in the Middle East affected our sales in this region. So, we emphasized on markets in France and Germany. 50 % of our production is sold in export markets. We are getting new orders from Arabia and Jordan and Iraq.

On growing number of bed producers Market for bed is growing. Producers are on the rise. Anti-stress, non-perspiring, ventilating beds are sold well in the markets. People change their beds more frequently and are becoming keen on their choices.

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Heart of economic relations between Turkey and China beat at China Homelife Show China, becoming the production center of the whole world for the past 20 years with it affordable costs and availability of products and raw materials in every level of quality is making a debut in Turkey with China Homelife Fair. China Homelife Turkey Fair, held for the second time this year and visited by 12.076 people, was held in CNR EXPO Yeşilköy Istanbul between 3-6 June with the participation of 700 Chinese firms. In China Homelife fair, which is essential in terms of the economic relations between China and Turkey, nearly 350 bilateral discussions were made between Chinese and Turkish businessmen and they started important cooperation. China Homelife fairs series, organized so as to promote Chinese products in the world trade arena, started meeting the industry professionals for the first time in Turkey last year, after Brazil, Dubai, India, Kazakhstan, Egypt, Poland and Jordan. The fair, whose participation expenses are covered 100% by the Chinese government, is essential for the economies of both of the countries thanks to the geopolitical importance of our company.

Chinese Government started its “Silk Road Economic Belt - One Belt, One Road” project as the Silk Road movement of the 21st century with an investment at the amount of 2.1 trillion. One of the biggest bases of the project covering 65 countries is Turkey. China, becoming the production center of the whole world for the past 20 years with it affordable

costs and availability of products and raw materials in every level of quality is making a debut also in Turkey with China Homelife Fair for the past 2 years. “Turkey as the Connection Point between Asia and Europe” was discussed in the “Turkey-China Economy Panel” held on June 3, Wednesday as a part of the fair and with the participation of Vasip Şahin, the Governor

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of Istanbul. In the fair organized so as to strengthen the investments made in Istanbul, which was participated by the Hangzou Delegation led by the Mayor of Hangzou, Xie Shuangceng and Shanghai Municipality Trade Commission under the Presidency of Yang Xiong, Istanbul Development Agency and Hangzou Municipality signed a Commitment Agreement (MOU). Thousands of different products with various usage areas, from world-famous Chinese silk fabrics to elegant wedding gowns and leather jackets, from lighting systems to small house appliances and from domestic appliances to garden furniture and construction materials met visitors in China Homelife Turkey. Gülden Parlak, International Relations Manager of Sinerji Uluslararası Fuarcılık, which conducted the organization of China Homelife Turkey, said: “We held our fair with the participation of 700 Chinese firms, a growth of 350 percent compared to the fair held in 2014 with 200 Chinese firms. Many of the important firms of China brought their high quality products to Turkey with 100% government support. Turkish businessmen, having to get to know the products closely, made

positive interviews and started important businesses. Our fair will continue in the years to come and we believe that the trade agreements between China and Turkey will accelerate thanks to China Homelife Turkey.” The opening of the fair in which 50 thousand different products were exhibited was made by Istanbul Governor Vasip Şahin, Deputy President of DEİK (Foreign Economic Relations Board) Turkey-China Business Council Executive Committee Yavuz Onay, President of TÜÇİAD (Turkish

Association of Friendship and Solidarity With Chinese Businessmen) Kemal Koçak, Chairman of the Executive Board of MESİAD (Merter Industry and Business Association) Yusuf Gecü, Project Director of Prime Ministry Investment Support and Publicity Agency Ahmet Sami YAVUZ, Vice Inspector of Shanghai Municipality Commission Xu Wenjie, Commercial Advisor of Consulate General of China Zhu Guangyau, Commercial Consul of Consulate General of China Huang Songfeng, Deputy Mayor of Hangzhou Xie Shuangcheng.

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Cilek became a focus of attention in Dubai Index Fair

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Attracted interest of buyers from Arabian world, Cilek furniture company, renown with its thematic products for kids and youth, exhibited its ware in its boot in Dubai Index Fair, 18 to 25 May 2015, a fair focused on furniture industry Known as a leading brand in baby, kids and youth furniture, Cilek recently exhibited its products developed under special concepts among them were Sultan, First Class, Football, Champion Racer, Romantic and Softy lines. First class attracted great interest of visitors and new dealership agreements were signed with partners in UAE and Saudi Arabia. About 100 companies from 36 countries have also present in

the fair and visited by thousands of people. Visitors liked both the products and booth of the company. Cilek products are promoted in domestic and international trade fairs and sold in 66 countries. The company has established 35 new selling stores in 2014 in the country and abroad. Sales volume was about TL 300 million in 2014, and is expected to rise up to 400 million in 2015, with an increase of 30%.

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BELLONA set 12% growth in 2015

Having opened 40 new stores at home and abroad, Bellona will continue to grow by opening 35 new stores this year.

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Bellona is a well-recognized name around the world. Rendering furniture and mattress services with 752 stores in 60 countries, Bellona has been continuing to grow by opening new stores. Pointing out that they will make the name Bellona a world brand by having 1000 stores around the world by 2023, Bulent Alıcı, Marketing Manager of Bellona said they would keep inspiring the sector with their innovative products. Alıcı answered the questions of Sleep Well:

We’ve been hearing a lot more about Bellona mattresses lately. Would you tell us about some of your brand’s investments in this industry? Bellona has been putting forth signature furniture and mattress products to lead the industry. For many people, Bellona is the first brand to come to mind for home

Bulent Alıcı, Marketing Manager of Bellona

fashion, and now we’re getting recognition for innovative bedding products as well. Over the past few years, Bellona has been right on the dot for introducing frontier paving products for the sleep industry at just the right time. We believe our Aloe Vera Soft and Aloe Vera Twin mattresses, developed with heavy R&D spending, will fill an important void existing

in the bedding industry.The soft knit fabric and two way design make the Aloe Vera Twin easy to use, while the SL spring system enriches your sleep experience and provides optimum spinal support so you can get the best rest. Aloe Vera Soft mattress is made with Bonnel spring system, especially designed for those who prefer a medium firm mattress.

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This mattress has a fixed pad layer on top for superior comfort, helping you get the deep down rest your body needs.

When it comes to mattress production, hygiene is important. What kind of practices does Bellona have in place during the production phase? What is the best production method for mattresses, in terms of hygiene? Considering the fact that mattress products come in contact with our bodies for extended periods, their hygiene is of the utmost importance. Our production policies acknowledge the importance of hygiene during each stage of the manufacturing process, so that maximum hygienic conditions are applied. Foam used in our mattresses are all Eco Teks certified. Eco Teks is a global testing and certification system that covers

the entire range of production for textile raw materials, semi-finished products and final goods. At the same time, it covers the testing of non-textile components as well. Eco Teks purpose is to yield non-toxic products. Mattress ticking is another component that we are in direct contact with, thus the ticking used to cover mattresses must also be hygienic. The different technologies allow us to provide mattress ticking that provide improved comfort.

Bellonaâ&#x20AC;&#x2122;s latest feature was adding Aloe Vera essences to mattress production. What are your thoughts on mattress industry trends? Do you think consumers prefer natural products? The trend for improving the quality of life with healthy living and natural products has found its way to the furniture industry as well. Nowadays consumers want their

purchases to be comfortable, natural and high quality. Meeting this expectation and providing products that deliver these features has become a leading priority for us. Along with our latest introduction Aloe Vera mattresses, our Bioenergy series also promise a perfect sleep environment with natural essences.

Could you share with us your goals for where youâ&#x20AC;&#x2122;d like to be in the global market by the end of 2015? What kind of development do you expect for exports this year? With 40 new stores, the past year was full of new stores for Bellona. Today, Bellona has 752 stores in 60 countries worldwide. For 2015, we have plans for 35 new store openings, which will help us realize 12 percent growth. In the long term, our plans are to make Bellona a global brand with over 1000 stores worldwide.

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AE&Premus Betten, a new but experienced company for Europe

Ersan Madeni has started mattress manufacturing for Europe with its new brand AE&Premus Betten. Starting with Germany, the brand has an intention to sell to all Europe in a short time. Continuing its operations for 30 years by supplying movable systems for Turkey and a lot of countries, Ersan Madeni has combined its experience with mattresses. Pointing out that they started to manufacture for those who want quality sleep, Aynur Erman, owner of AE&Premus Betten, spoke to Sleep Well about the feedbacks of their

customers and gave the details of their success:

How did the Premus brand come out? What is the story of it? For over 30 years Ersan has been serving in the bedding sector. Before it was in a position of providing and supplying metal parts and accessories of production for large enterprises and organizations. Engaged in the manufacture and sale of finished products like metal bed, nightstand, folding

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Rendering services to the mattress industry for 30 years, Ersan Madeni has started mattress manufacturing with AE&Premus Betten for Europe.

bed, bunkbed. But in 2011 after the start of operation in the Free Zone it made the transition to the production of soft groups. Here professionally continues to produce for the bedding sector. The idea of opening store and to realize in Germany belongs to the owner Aynur Erman. And the brand name Primus in Latin means “ First” “ First Quality” and the A&E logo design consists of Aynur Erman’s initials.

How was the reaction of the sector for this new brand? They showed a great interest both in brand and product quality and aesthetic design. Every moment we continue to receive positive feedbacks. Due to these improvements and major interest we are very pleased.

What kind of mattresses have you been manufacturing? Can you give us details about your new mattresses? In this sector we produce different

designed orthopedic properties, high level of comfort and providing stylish boxspring and adjustable beds for all age groups; young, adult and advanced age. Multi adjustable boxsprings, motor beds with remote control, pull back and sliding system beds with led lights and tv lift boxbases. Equipped and using with Pocket spring and hygienic fabric beds, viscose foam and gel toppers and smart sleeping systems. Unlike their counterparts in the market the frames and cases including the mechanisms are made of solid metal plate and produced with own style and capability.

Are you planning to sell other countries or regions except Germany where you are already selling? The adjustable Boxspring Systems were not common in Global Market. But, the boxsprings and Adjustable Bed sector is at a faster growth compared to the normal mattress industry. At the beginning it was much more com-

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mon and familiar in countries; Holland, Germany, Belgium, Sweden, England and USA. But now we have also customers in Israel, Kenya, Greece, Hungary, Luxembourg and Bosnia and Herzigovina. Especially this high level of comfort Adjustable Boxsprings which are popular in Europe, will spread to other continents over time. Because we can see the results in the local and international fairs which we participate. Now we see demand from the Arab countries, that we asking 3-4 years ago if this was a medical bed. Our aim is to sale the most orthopedic, well style beds all over the World. And to make the brands “Ersan” and “ A&E” in Europe a well known and reliable name. And is to bring our unusual, unique and innovative products to everone.

How do you undertake your R&D studies? We know the importance of R&D and innovation for a company. And we continue our unremitting efforts in this direction. In R&D activities we usually focus on where we are experienced in metal subjects. We move with the idea of “How we increase the comfort of people” In this respect we carry out the R&D activities. We are making further improvements on our products

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in accordance with demands from the people in the fair and business trips. For example, now we are carrying out R&D working on a system that people can go or lay more easily on a bed

What would you say about mattress production in Turkey? Since it is a hygienic product, how should it be properly manufactured? Sleep culture is not an invention of modern times. Up to this very day its nature is a mystery and we still don’t really understand its function and effect. But, one thing is certain: sleep is very important in our Daily life. At the moment the adjustable beds are not so common in Turkey. But, on the interest we have seen in the local exhibition we can say that for the next 2-3 years also from Turkey we will have much demands. Now, people do not use the bed only for sleeping. When reading a book, watching TV they spend their time in bed. And we have seen in Turkey that Boxsprings and Adjustable beds have also a popularity and interest. Making Dream Beds of top processing quality for people with high expectations. This has been a requirement for top qualified adjustable beds. So, in the coming years the adjustable, high comfort beds will replace the normal beds in Turkey, as well as in Europe.

What else would you like to underline? Our primary goal is to expand Ersan’s and A&E’s market share in the bedding industry and to raise the bar. Rather than the general requirements demanded by the sector, make more extraordinary, elite, ergonomic products that provides luxury and comfort level high quality sleep.

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New beds and pillows from Yatsan

Consumer comfort is up with heat reducing techno gel pillows and fresh foam technology beds

Seeking new products for better sleep comfort, Yatsan company added gelled mattresses and pillows to its line. Added to remove the moist accumulated during sleep away gel is embedded in visco materials in Aqua and Marine type beds. Technogel pillows are made by modifying molecules and combining them with visco elastic material. As known in the industry, the visco foam is first developed by NASA to get formed orthopedically and to get its former position when pressure was removed. It helps to improve blood circulation and

provide better comfort and better quality of sleep. Having thousands of gel capsules in it, visco material serves as a heat conditioning that balance the body temperature and fastens time to go sleep. Marine beds are made of fresh foam having gel capsules. It has an extra visco support in the middle and adopt the form of bed to the body form. HR material used as support increases performance of bed with its elasticity. Aqua beds have additional features thanks to its pocked spring

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system that reduces the movement of bed when spouse turn on during sleep. It has five-zone support for the body. Technogel beds are for summer time. They reduce body temperature and provide coolness during night. Pains and joint aches are reduced thanks to its pressure reducing technology. Gel materials embedded in pillows help to remove the moist produced by the body during summer time. It also provides ergonomic support for spine, neck and head. Customers may prefer one of the four alternatives to serve their needs, namely, classic, for those who prefer lower pillows and sleep on back; deluxe is for fat people laying on their sides; anatomic is for those having pains on neck, back and shoulders; contour is for those having pains and laying on their back.

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Tips for cool sleep during hot summer nights Sometimes it is impossible to sleep during hot days with high humidity. It is now possible to have a comfortable sleep during summer by taking some precautions!

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ISTANBUL – It is a fact that the hot climate negatively affects sleeping quality. As a matter of fact, it is also proven by the scientific researches. Researches have shown that the efficiency of sleep will be affected when the room temperature is over 24 degrees. Experts have explained that the body temperature should decrease while sleeping during the night, but in a hot climate the first part and the quality of sleep will be affected negatively. Steps for a comfortable sleep during hot summer advised by the experts of sleep: •Try to sleep in a fresh environment as possible. •Elder people and people with

heart, tension and liver problems should enhance their sleeping comfort with mattresses which support the pressure points of the body. •Consumers should pick the pillows carefully like they do it while buying dresses or shoes. Sleeping on a pillow which supports the neck and does not let the chin bent will enhance the sleeping comfort. •Especially the filling material of the pillows should be natural and they should allow the air circulation.

Special pillows and quilts for summer… PENELOPE presents you a cool sleep for hot summer nights…

PENELOPE, which is Turkey’s premium pillow and quilt brand, presents a cool offer for hot summer nights. PENELOPE brings perfection in sleeping with cool pillows, quilts, mattress pads and helps to prevent perspiration during sleeping. Thermocool series, which is the most preferred cool sleeping products of PENELOPE, regulates the body temperature with its Outlast® technology. The quilt will help to reduce perspiration caused by the warmth of the environment and regulates the heat. So it will cause a unique comfort. Besides, Thermocool quilt presents an ideal sleep environment while absorbing the warmth with its soft and special fiber texture. PENELOPE Thermocol pillow and pillowcases, which regulate the warmth and moisture management, give coolness to neck and head and help to prevent perspiration. PENELOPE Thermocool mattress pad and mattress protector gives coolness to the mattress with the Outlast technology. The pad and protector present a cool effect with 100% cotton fabric and give you the feeling like you are sleeping above the clouds..

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Secret of quality sleep hidden in mattresses

Considering the fact that each person sleeps one-third of their average lifetime, importance of sleep quality becomes obvious for body health. Quality sleep has an enormous amount of importance to regain the energy that has been diminished due to daily hardship. At this point, choice of mattress becomes an important investment for healthy life. While buying mattress, first priority should be given to body form. When you lie down on the mattress, your waist, back, structure of spine will be integrated with mattress. So, you have to find convenient mattress to your body.

Difference of Doğtaş… One of the issues that Doğtaş has self confidence is designing customized mattresses by following technology closely. There are essential features in design phase of Doğtaş mattress. Foremost among them, there is adapting body ergonomy in order not being disturbed during sleep, protecting body’s natural spine curve for not having physical discomforts, providing support for head, waist and neck round’s needs. It prioritizes emotional development.

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Thanks to Doğtaş’ technological product “Bohemia Mattress”, couples with different body weights will sleep without any discomfort. Different mattress suggests for different body’s need There are a lot of mattress choices for every need in several technologies in Doğtaş. Different string technologies answer various needs, but they are not the only models the company offers to its customers. Doğtaş also has different models of mattresses with various characteristics, which include energy boosting mattresses and mattresses that include improved materials such as milk ligaments, scent capsules or goose feathers etc.

Just in Doğtaş Working with Leggett & Platt, a world leader in string technologies. And you can find mattress only in Doğtaş which have softtouch and soft-tech domestic string technology and strings in mattress give individual responses according to body weight. Thanks to this feature, mattresses provide personal comfort. The new Bohemia Mattress not only has Softtouch and Softtech string technologies, but also the Active Support technology, which balances temperature and moisture with the help of circulation. This results

in 28 percent improved coolness in the new mattress model.

Classical style’s new interpretation: Bohemia Mattress’s head piece and base With the help of its basic and classical features, the Bohemia Mattress and its chick details generates a unique ambiance in the

bedroom. The materials options’ range includes leather, velvet and filly leather, yet it is very easy to keep the new model in good condition.

No chance for house dust mites

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In the anti-mite test, after 6 weeks, the number of living mites is either counted directly using a stereo microscope or, in the case of three-dimensional test samples, the allergen content (“Der p1”) is determined.

The Hohenstein Institute offers Germany-wide exclusive accredited anti-dust-mite checks

BÖNNIGHEIM – On average a person spends 8 out of 24 hours asleep. Over a year, this is almost 3000 hours spent in bed, or rather, on a mattress. However, it’s not just people who feel comfortable here. Mites ranging in size from 0.1 mm - 0.5 mm also feel at home. A mattress provides perfect conditions for mites. An average temperature of 25 degrees, humidity of up to 70 percent as well

as human skin flakes on which the white arachnids feed. However, as well as in mattresses, mites are also found in bedding, upholstered furniture and carpets. Between 4 and 5 million Germans suffer from an allergy to house dust mites, which is caused not by the mite itself, but by their faeces. Stirred up faeces particles reach the individual’s mucus membranes

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Close-up shot of a mite, whose faeces particles reach the mucus membranes via the respiratory tracts which can trigger typical symptoms: a runny nose, streaming or itchy eyes and, in severe cases, even shortness of breath and asthma. ©Hohenstein Institute

A mattress provides perfect conditions for mites. An average temperature of 25 degrees, humidity of up to 70 percent as well as human skin flakes on which the white arachnids feed. via the respiratory tracts and, if the individual is allergic, they trigger typical symptoms including a runny nose, streaming or itchy eyes and, in severe cases, even asthma and shortness of breath. The Hohenstein scientists from the department for Hygiene, Environment & Medicine are testing the efficiency of textiles in reduc-

The Hohenstein quality label “Anti Dust Mite” is awarded to products that are highly effective at preventing the development of the mite population. The crucial purchasing argument is immediately visible for the customers. ©Hohenstein Institute

ing house dust mites and mite allergens or providing an effective barrier against them. Tests are therefore being carried out at the Hohenstein Institute on the impermeability of bedding and encasings against mite faeces. Encasings are special mattress covers which are used

to avoid contact with allergens. Scientific studies have shown that they offer relief from house dust mite allergies. The challenge for the manufacturers is to design the casings in such a way that they form a physical barrier created from the fabric structure and the laminate network. This must also be sufficiently resistant to mite faeces when the sleeping person turns over during the night. The special feature of the encasing test carried out by the Hohenstein Institute is that real mite faeces from house dust mites are used. Surfaces, seams, and zip fasteners are applied with real mite faeces and the strain during sleep is reconstructed through pressure and friction. The quantity of mite faeces allergens which manage to get through the material during the simulated use is measured (“Der p1”). The value for this test must not exceed two micrograms (corresponds to the sensitization threshold for persons allergic to house dust mites).

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under optimum conditions for the mites, the number of living mites is either counted directly using a stereo microscope or, in the case of three- dimensional test samples, the allergen content (“Der p1”) is determined.

The test for resistance (barrier effect) against mite faeces allergens is a DAkkS- accredited service and will be carried out exclusively by the Hohenstein Institute across Germany using real mite faeces. To help persons with allergies to make their decisions, tested materials are awarded the Hohenstein quality label “House Dust and Mite Barrier”. This is particularly interesting for the health service and the hotel and hospitality industry as the quality label gives a reliable signal to customers and guests. In addition, complaints can be effectively minimized with the test and safety for consumers increased. A further DAkkS-accredited test by the Hohenstein Institute is the examination of the long-term impact of textiles and chemicals that should restrict the development of house dust mites. This long-term

The quality label “House Dust and Mite Barrier” represents a reliable aid to decision-making for a purchase by a person who is allergic to house dust mites. These products effectively prevent contact with the allergen, the mite faeces. ©Hohenstein Institute

test is carried out in accordance with standard NF G39-011. House dust mites are applied to the test samples and controls. After two population cycles, i.e. 6 weeks,

Products that are very effective at preventing the growth of the mite population receive the certificate “Anti Dust Mite”. On demand it can also be awarded the quality label “Anti Dust Mite”. The customer can thus easily see that he is purchasing a product suitable for persons allergic to house dust mites - a key purchasing decision. Both quality labels presented here, “House Dust and Mite Barrier” and “Anti Dust Mite”, can be easily combined with other quality labels from the Hohenstein Institute, for example, the “Sleep Comfort Vote” or “Hypoallergenic”.

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