“Bed is our business. The industry knows that we are one of the major company in the market.” said, Bulent Bayram, Chairman of the board of Laressa. He informed about his company.
On his company
Earlier we were in retail business. Second generation of the family members has begun to produce panel furniture and mattresses in 35 thousand sqm. factory in Ankara, Sincan Organized Industrial Zone. Our brand Laressa covers other products we produce in the bed industry including bases, headstands, besides mattresses. % 25 of our products are exported. We also supply public companies, offer bids for contract businesses and to retailers. We produce for 22 years and the industry know our name as one of the major companies in the sector.
We can produce about 1,500 beds in 8-hour shift. Since our products are sold to ministry of education, the army and other governmental organizations, we have to have larger production capacity.
On contract sales
Last year we produced for credit and hostels institution. We supplied to the regional boarding and vocational schools of ministry of education. They serve about 4 to 5 villages in the area. Beds of these schools were supplied by us.
On sales policy
In domestic market, our products are sold in stores and corners at retail level. We have about 37 showroom-stores throughout the country, especially in Istanbul, Ankara, Izmir and Antalya. We have also several shop-in-shop corners in the country.
On exports
We aimed to increase the share of exports to % 40. We work hard to this end. Middle East, North Africa, and Turkic countries are our major targets. These markets have more potential than other developed countries. We have special products in our manufacturing line, such as hand made beds made of horsehair. We sell our products either under private labels or under our Laressa brand.
On products
Bedding culture in Turkey has changed radically. Earlier buyers were not so keen on their choices. They have been buying what they see on the in the furniture sellers. They were satisfied with this. Later on, the market has become deeply aware of the importance of quality beds and they began to be selective. One third of our lives is spend in sleep. Springs systems, materials, organic materials and other became more important. We use all of the technologies and materials in our production.
Presently, we have organic beds made of horsehair, sigma, latex and coconut fibers.
Additional comments
We realized % 11.4 growth in 2013 in bed business. Our gross growth including furniture lines was % 18. The industry is growing and has more potential. Manufacturers have to be specialized and focused in certain lines. Furniture manufacturers and bed manufacturers have to be differentiated.
2014 may be a difficult year. Export markets are promising as usual. Currency fluctuation causes some problems for us. We want stability in politics and in economy.
