Producing at Kayseri Free Zone, BRN Mattress Company shipped to Federated States of Micronesia, one of the two countries in the world that Turkey didn’t have any exports by now.
Berna Ilter: “Now there is only one country where Turkey doesn’t export. It is Nauru. Considering the desire of Minister Zafer Caglayan, we have started to work on this country. We have some contacts but we haven’t shipped yet. Near future will witness our export initiation to Nauru.”
Almost nobody knows where Micronesia country is. It is, in fact, it is a subregion of Oceania, comprising 607 very small islands in the western Pacific Ocean. It is distinct from Melanesia to the south, and Polynesia to the east. The Philippines lie to the west, and Indonesia to the southwest. It is 15 thousand kilometers away from Turkey.
BRN Mattress Company has recently realized the first Turkish exports to this country. The shipment included mainly mattress, sleep set and some home textile items.
Turkish Economy Minister Zafer Caglayan complains very often: “There are two countries in the world that we don’t have any exports: Micronesia and Nauru. Even I didn’t know these countries. I checked on the map and saw that they are two small countries in Asia Pacific. One of them is only 30 square kilometers and the other one is 700 square kilometers. They are as small countries as pinheads in Asia Pacific. I die of grift if we don’t export to these two countries too,” when calling on Turkish businessmen. This call echoed in Kayseri and got positive response by Berna Ilter, General Manager of BRN Mattress Company.
Adding a new success to her prosperous business life Berna Ilter says they represent Turkey successfully with exports they realized to 50 countries in 5 continents adding that they have the pride and a new experience of realizing first Turkish exports to Micronesia in Pasific Ocean. “I am very happy to ship made in Turkey products to the Federated States of Micronesia, a country situated on the other edge of the world,” Ilter took pride.
Pointing out that they have been in the fastest growing 25 companies despite the fact that they were established only 7 years ago, Ilter said that they produce more than one million mattresses in a year and export mattresses, sleep sets, home textiles, bedcovers, regular and motor cases to 58 countries.
Ilter stated that Turkey has an annual mattress export volume of 50-60 million dollars and said that they realized 24 million, around half of the total volume. She also added that they have a major target of exporting 100 million dollar value of exports to 100 countries by 2020.
BRN’s Domestic Attack
Selling its products on five continents with its slogan, “the most comfortable place in the world”, BRN mattress company expands its sales network in domestic market.
The company has been exporting all it’s output since it’s foundation and decided to sell also in Turkey in 2012. The first store was opened in Armada, Ankara, later on other showrooms followed in İstanbul. Presently the company has seven stores in Turkey, including the malls of Capacity, Arenapark, Brandium, Vialand in Istanbul and Avenue Mall in Bodrum and PrimeMall in Gaziantep.
A new concept showroom is to be opened in Park Mall in Kayseri, the home of the company.
“Having a large share in Turkey’s bed exports, products of our company we produce in Kayseri sell well in Europe, America, Africa and the Middle East. Our customers both in domestic and international markets are highly satisfied with our comfortable and customized mattresses.” says Berna İlter, General Manager of BRN company.
DesleeClama helps you innovate
Established in Belgium in 1928 DesleeClama has been continuing its operations by producing woven and knitted fabrics. As a respectful brand with its sales offices and production plants in five continents the company aims at reaching top of all levels as far as quality, design and textures are concerned. Highlighting that they attach extra importance on producing environmentally friendly products Mr. Cuneyt Kapakli, Sales Manager of DesleeClama for Turkey and Middle East, said that they were working to improve mattresses through the most appropriate fabrics they produce. He kindly answered the questions of Sleep Tech Magazine:
Could you please give us information about Deslee Clama?
Since 1928, DesleeClama has evolved as a world-leading producer of knitted and woven mattress fabrics. With headquarters in Belgium, the DesleeClama Group has grown into a world player, with sales offices and production plants spread over 5 continents. It employs over 800 staff. DesleeClama strives every day to reach the highest level of perfection in terms of quality, designs and textures and commits itself to eco-friendly & sustainable initiatives.
With which products do you serve the bedding sector?
Knitted and woven mattress fabrics and upholstery. DesleeClama helps its customers to finalize their perfect mattress concept, also with upholstery fabrics that fit to the mattress fabrics. This way you can always find the perfect border and headboard fabric to accompany your mattress.
What are the investments that you are thinking of making in Turkey?
Deslee Clama has decided to invest in Turkey in 2013. Since the beginning of 2013, I have been working in Deslee Clama responsible of Turkey and Middle East neighbors. We opened a showroom next to Modoko in İstanbul. Customers can see nearly 800-1000 different designs here. Our investments in Turkey will continue progressively.
Could you please tell us your thoughts about Turkish market in the name of your sector?
DesleeClama combines Global and Local concepts very successfully. It is a global player and is at the forefront of all developments in the mattress industry. But at the same time, responds to local trends and needs. Deslee Clama collects customer needs and expectations and finds correct solutions accordingly.
What are the things that make you different from other bed-textile manufacturers?
All customers had visited our showroom, realized that Deslee Clama has unique designs and very nice qualities made by special production techniques. This is one of the most important factors that differentiate us from others. For this reason, a mattress producer who wants to make different in competition, comes to Deslee Clama showroom in Istanbul.
Solutions to the needs of the market
Ready to use borders, no quilting needed fabrics, unique brands and marketing tools which market players looking for are the key instruments Deslee Clama serves.
World Trends in New Collections
Deslee Clama launched third collection called Historian Collection. We gathered trends from around the world to create a prodigious collection that tickles your inspiration. Ranging from luxurious jacquard woven mattress fabrics to voluminous and stretchy knitted fabrics. As a result, we are serving recent world trends, world fashion and local solutions in every collection.
Innovation & Technology
Deslee Clama is the company of Innovations and Technology.
DesleeClama’s Innovation & Design Center (iDC) embraces the latest technology to help mattress producers and resellers develop sleeping solutions. The novel iDC- application allows you to design and assemble on-screen a new mattress, just as you had imagined it.
Simulate your mattress concept in 3D You can instantly simulate any mattress with this practical iDC-app. Simply select your mattress design, the quilt pattern, your preferred panel and border fabric. Add and modify zippers, tape edges and whatever personal touch you would like to add. Zoom in, drag and rotate to admire your creation and its fabric structure in meticulous detail.
Two Interzum Awards Winner
Two techniques processed in the bed Sleeping Tomorrow, won an Interzum Award in the category “High Quality Product”. The first one is the Smart Cover, a knitted mattress cover infused with optical fibers and copper yarns that act as control sensors capable of enabling lighting to illuminate automatically from under the bed when exiting the bed and can measure the body temperature of the sleeper, to control the heating or air conditioning through embedded software.
The second award was won by ‘Sound Absorbing’, a cutting-edge fabric with a 3D structure that literally neutralizes various environmental sounds, producing the perfect atmosphere for a good night’s sleep. Installed in the cocoon-shape headboard of this ingenious bed, the perfect place to sleep is created where acoustic comfort practically guarantees an undisturbed night’s sleep.
