SleepTech Magazine Mattress, Accessories, Machinery, Raw Materials
Sleep Tech magazine made a comprehensive survey about the industry’s performance in 2014 and its hopes for 2015.
Most of the interviewees responded positively while some of them were slightly compliant and pessimistic about 14 and 15. We asked three questions: 1) How was 2014 for the Turkish sleep products industry in 2014? 2) What do you expect from 2015 for the industry? 3) What do you suggest to improve the Turkish sleep products industry further? The answers of important personalities of the sector follow:
ABIDIN SEZGIN, BOARD CHAIRMAN OF FORMAT SUNGER:
2014 was not an extraordinary year. Our exports were hit by terror problem in some countries such as Iraq, Libya, etc. The companies tried to overcome capacity usage problem with domestic market dynamics they still had a tough time to manage this. I want to be optimistic about 2015. The actors of the sectors have enthusiasm despite all negative facts. When we consider the world markets we see that the sector has a nature and maturity to grow fast. We should not compensate from the quality especially in exports. We have to attach extra importance in R&D studies, focus on high quality and timing in order to contribute to the major export target of the government for 2023.
ARIF EMRE OLMEZTOPRAK, EXPORT MANAGER OF FORM SUNGER:
2014 passed pretty well. This year we worked really busy. We made quite a big effort for providing quality service on time to our clients which are in Turkey and abroad. Details of our sales, especially we are witnessing an increase in awareness in the sector. Visco foam and visco pillow sales have increased compared to previous year. This shows to increase demand of quality, comfort and awareness in the market. Generally we are seeing that the sector is growing. 2015 seems that full of political ambiguities. We hope that regional problems are solved and also ensured peace rapidly. Regardless of everything, the sector growing and this seems clearly. We are thinking that a year of 2015 will come to the fore with innovation during it’s time. With the resolution of regional problems, markets will become more active. Turkish Sleep Sector is at the lucky spot as a location. It contains many elements which are able to come out to the variety of World markets. Turkish Sleep sector’s history is not based on very past. In spite of its history it took the way very fast. This proofs that it brings out innovative brands to the World market. Briefly our suggestion is; the products which equipped with original thoughts will may offer them to the World market and create products which are innovative and unrepeatable.
AYNUR ERMAN, GENERAL MANAGER, ERSAN COMPANY:
2014 was a productive year for the Turkish sleep products industry. We saw Sleep Well Expo Istanbul, the first exhibition held in the sleep products industry which was sep – arated from the furniture industry. Here we showed once again how good we are in sleep products but also we realized that we need to be intend in Sleepwell exhibition. The year 2014 showed growth in Turkey as well as sleep products in the world. In 2015 we expect to see Turkish companies as branded companies in the world. To adopt the world that the Turks are making a lot of qualified products in the sleeping products and bedding sector and we add value to the world with R&D studies. What we all need to do is to follow new trends in the developing world. Yet, people in the world want to see new things. We have to implement them in 2015. By giving more importance to Research & Development and by making unusual different products we have to provide exceptional awareness. In this way we should improve our market share. Making products without compro – mising our quality are indispens – able to the development of the sector.
BILAL KARAKUS, GENERAL MANAGER OF DOGUS OFSET:
2014 was a quite shrunk year when compared to the previous years. The main reason of this stagnancy was the export shrinkage to neighboring countries because of the conflicts in those markets. The domestic market had similar problems. 2013 was a better year for the sector. We don’t have big expectations for 2015 either. The Turkish mattress industry is mostly dependent on domestic and Middle Eastern markets. I believe that the problems in domestic market will continue and the conflicts in neighboring countries will not end very soon. When we add the economic and financial pressure of ever-falling oil prices on the existing problems, we see that our markets will be more shrunk. In line with these realities we should change our faces to new markets as Europe and America but we need minimum one year to build up these new routes. We will build up these lines in 2015 and reap the fruits in 2016. The Turkish sleep sector has been going at the share of the furniture industry. In order to develop the sector should be independent from furniture and should be well organized in sales circles and organizations of its own. Our subindustry should also be supported. Leading companies capable to produce alternative products should be motivated to help the sector develop.
EDA ZARLI, PROPRIETOR OF METAPLAS
We can say that the sleep sector experienced a bad year more than needed due to the war in neighboring countries. We wish 2015 will be a more peaceful year compared to 2014 and a lucrative year for the sector. We will attach more importance on research and development activities and make the necessary investments for it at the same time in the network marketing strength and customer satisfaction.
HUSEYIN KOCA, SALES DIRECTOR, COATS:
2014 has been a year with good performance. We are expecting 10% increase in the segment in 2015. We believe that the sector will improve sales further with innovative and specialized sleep products, such as, anti-bacterial, anti-bug and flame retardant mattresses and other sleep products.
ILYAS SALTAN, GENERAL MANAGER OF HISTEKS:
The sector has been going through a shrinking period. The profit margins have been considerably dropped. There is a harsh competition but demand is not high. Quality companies and those who attach importance on R&D will stand. Despite all negative cases there is an increase in export volume which makes us to be optimistic. We have to be open for innovations and changes and we have to follow the trends. The people are more conscious about sleep. We develop our product range in line with demands and feedbacks we get from the consumers.
MAHMUT OZTURK, INTERNATIONAL SALES AND BRAND MANAGER, METAL MATRIS:
We can consider the spring producers as two groups: Producers for their own usage and supplier producers for the mattress manufacturers. With a simple look, the first group usually own coiler and assembler machineries and their output is only used in their mattresses or furniture. Their production is standard based; no many specs they need to manage. There is no direct supply to the market which means their springs must full fill their satisfaction only as everything is consumed inside their facility. The second group, where Metal Matris must be considered, they do not make mattress or Furniture production and their high quality spring wire and spring manufacturing and is only for the market (the mattress producers and the whole sealers who know the market they are running in and manage the trade with local companies). These kinds of companies need to manage the global demand from the customers and the potential customers and also the current or future trend of the relevant markets. There are some sub-aspects of the evaluation on the developments on this sector. High quality mattress producers with the know-how they gather from the market and R&D department studies drive them to present new ideas and outputs. They share what they have and ask our strategically partnership on any project. We also search and gather fresh information about change in demand and study on of the effectiveness by many points and update our range of production if the tests and feedback results would be positive by the market which is supplied by our customers as mattress producers and/or whole sealers. The most innovative item with our range of production is the pocket spring. It is elastic, comfort oriented and it has the feature to act independently by its each spring. Many options on the height, hardness, shape and its being easy to be modified definitely makes pocket spring the rising trend in the sector. Everybody says, “The world is global”. The demand is getting bigger but affected from each other closely than ever. We must separate the demand in two at the first plan: Cheap mattresses and expensive (lux) mattresses. A company targets to produce cheap mattress usually has its own coiler/ assembler machinery which means we supply him with spring wire or loose bonnell only. Lux mattress producers they are open to the developments and eager to lead the market. These producers have energy and desire for searching and developing. Mostly they supply European countries plus USA plus Canada. In Turkey there are some worldwide companies with this vision already. For poor countries or developing countries still the big demand is on cheap mattresses. So if any producer targets an African country (for example) the most important topic would be the price then. This obviously means that there may be need to change the specs and innovative them very rarely and only if something pushes the producer.
MALIK ENES HUROGLU, SALES & MARKETING MANAGER, HURPOL:
2014 saw an increase on familiarity of the importance of sleep as every year passed and producers got demands in line with this conscious. It was a nice and colorful year when changes and innovations were welcomed and innovative products gained momentum. We have great hopes for 2015 to ship to new markets and to gain new customers and markets. We are planning to develop and improve pillows and mattresses with gel with cooling feature and we want to make these products gain ground fast in the market. We want to increase our market share by tending to new and different concepts and finding new markets and to build up our brand image. The government should support the promotion of the sleep sector with supportive commercials to help people to prefer right mattress. Mattress and other sleep product manufacturers should also contribute to teaching and training the consumers to tend to the right products and to learn the importance of quality sleep.
MUHAMMED SAID ERDOGON, PROPRIETOR OF NERTEKS:
In 2014, the growth of the sleep products industry had a positive influence on our company. The demands, acquired by rising in consumer expectations from the producer in consequence of public awareness about importance of sleep to health and quality of life and that the sleep environment considerable contributors to quality of sleep, have let companies produce higher quality products. Undoubtedly, 2015 will deliver some major changes to the world of sleep products. This industry is moving forward rapidly and constantly adapting and evolving as technological developments and scientific researches about healthier sleeping require new and better products. We estimate that 2015 will be more productive based on new technologies and changing trends compare with the last year. Since the improvement in the industry is related to new trends offered by companies, the most outstanding topic is research and development for sleep manufacture producers. Appreciating the need of consumers and following current technologies in the industry are keys to achieve a great success. Furthermore, in Turkey, unfortunately sleep products sector is in the shadow of furniture sector. Giving the value of human health and specialization in the industry will present high quality products and improvements. In addition to them, as this industry is developing rapidly in Turkey, it is substantial considering importance of advertising throughout the world. We believe with more promotion, publicity and commercial messages the whole world will gain awareness about real value of Turkish sleep products industry.
MUSTAFA CETINBULUK, BOARD MEMBER OF MITSAN:
If we consider the whole year first half was silent as business wise second half was too busy; so overall especially after 3rd quarter we did great business, we grew and increased our market share. To give better service to our customers we continue to invest to our production facilities. Due to global economic parameters there are some negative comments about next year as global wise. But thanks to our customers’ loyalty and our good reputation in market, we are expecting a better year. We are well prepared for next year with increasing our capacity and product portfolio with low weight felts and several types of waddings. We all have to effort a lot to produce innovative products to get more added value and find new markets so that World would be enough to satisfy all parties of industry.
MUSTAFA KIZKIN, EXPORT MANAGER OF KISBU:
2014 was a successful year for the sleep products industry because last years construction of the hous – es and also development of the cities in Turkey have been growing really fast so people always are in need of products for sleeping and for houses. Also Turkish products are famous wıth really high quality and reasonable prices. Because of this increasing of sales of Turkish products happened not only in local market but also in other countries. For our companies also was good year we provide to companies for sleep product spun bond, mattress protector, Polyester fiber and ultra – sonic quilting. Quality of the goods is becom – ing more and more important for clients, so we can expect that in 2015 this tendency. We expect also to work with foreign compa – nies for export. People have to start look forward for reaching World standards. For example we have World quality standard and we keep our quality standard with worlds and our all customer have satisfied with our product.
N. CANSU COSKUN, FOREIGN TRADE MANAGER OF PUNTEKS:
I think it was a developing year for the industry and for our company. With newly emerging markets, there are many different opportunities to benefit for us all in the market. We have a positive impression among foreign markets as Turkish Sleep Products Industry. We have to strengthen our presence in existing markets to be stronger and try more to reach new markets in order to be better competitors in world market. Quality standards should be improved and be consistent. This will pave the way for our industry to be able to move further more aggressively in the world market.
ONUR KIRAYOGLU, MARKETING COORDINATOR OF KIRAYTEKS:
Although the political and international uncertainties still hanging over the market this been an exciting year for the Turkish sleep products industry. Our growth has continued up to the last quarter of the year. I believe 2015 will even be better. First of all we need more stable political environment in all over the area, as it is one of the main keys to sustain macroeconomic stability. Otherwise unpredictable exchange and interest rates may force companies to be more conservative in their decision-makings. I believe that our industry has the wind against its back. Creative thinking in development and technology will provide the momentum to Turkish sleep products industry for even more growth in 2015.
OZKAN DEDECI, IMPORT&EXPORT MANAGER OF GERCEK PLASTIK:
2014 was a good year for the bedding industry. Because, sleep technology is developing day after day and customer demands are also on the rise in this direction. These developments are all the bedding industry, particularly bearing manufacturers as producers of positive effective. The bed sector is a sector itself day by day has managed to become an open investment areas. In this direction, positive developments for the bedding industry for the new year and will be the new investments. This is an investment for the right to use and consumer health technology is of great importance for both the bed market mobility. In our region of the World trends closely to developing more of the sleep products we need to follow. We produce models should give support to research and development to maintain the popularity. From large and medium sized investments that should be avoided. This will move in the direction we will take the right steps in the location always sleep industry leader in the Turkish.
RIFAT DENIZ, SALES & MARKETING MANAGER, COMFYTEX:
As Comfytex our main market is Europe and for Europe 2014 was not an easy year even they started to come out of smelling of the last crisis. Concerning the world market; as a big manufacturer Comfytex achieved to export more than 35 countries in last half of 2014 so it means that the year must be fruitful for the Turkish industry as well. Comfytex meets with new mattress producers from all over the world every week, also as Comfytex will increase business trips to every part of the World in 2015, we are so exited with new year 2015 as we will meet more business partners and to get more share from the Market. “New Designs – New Year”, this is our Motto for 2015 Comfytex is going to launch new Designs Collections and New Innovative Fabrics in the beginning of 2015. Comfytex suggests that to change all the designs to make a fresh start in 2015.
TAHIR NURSACAN, GENERAL MANAGER, MILKAY:
We can say that piece based production of the sector has grown but it was below the expectations. And it was not just for the year 2014; also the growth of the sector in the year 2013 was below the sector’s estimations and expectations. So it is possible to say that the growth of the sector in the years after 2012 was under the expectations. We hope it to reaches the numbers to the satisfactory levels as growth rates after 2015. Although the economic situation of the country and the markets has not supported to desired growth, we believe and think that the growth rate of the industry in 2015 will easily see the double-digit numbers. When we look at the last 5 years (2009-2013) Turkey’s furniture export has increased as 16% and our country took its 15th position in the rank of World Furniture Exporters with a great success. And this situation shows us that it is normal to expect to get double-digit growth numbers of the industry in 2015. In our country the supply of mattress which as 95% of innerspring and 5% of non-innerspring, it is showed and evaluated as a part of furniture supply. And we think that fixing and regulation of this presentation mistake is an obligation from the years ahead by making sleep products oriented presentations, organizations, catalogues and fairs as promotional activities. By implementing these activities, the sleep products industry must be known and exist as a professional line of work on its own. We believe that if this consideration spreads and expands in the furniture Industry then we’ll see its benefits in the future. I would like to use this chance and specify that Sleep Well Expo fair did a great job and it was well directed and well timed within this scope. We believe that it will grow a lot as a serious industrial fair in the years ahead.
UGUR ASLAN AYDIN, CHAIRMAN OF LEOTEX:
I believe that the volume of sleep products industry in Turkey acts and develops in line with the sales of housings. A lot of settlement requirements are generated at new houses. And home textiles and sleep products have a big share in these new requirements. Besides, the conscious and preference of more comfortable sleep generates new demands for value added and healthier products in our country which has an average age of 30. So, the demand in domestic market develops and the volume widens. When it comes to foreign markets, losing ground of the TRL made the exporters more competitive and led the way to bring the share of Eastern Europe manufacturers to Turkey in end products. This affects the sleep products industry from many aspects such as machinery, fabric, metal materials, accessory products and yarn. As the fair activities increase customer portfolio of companies they increase supply alternatives of consumers too. The competition generated in this system is influenced by volume and quality. Sleep Well exhibition held in 2014 was admirable from the standpoints of being first in the sector and its discipline and quality.
