Ider serves the customers with 12 different types of mattresses.
Famous for its panel furniture and sitting groups, Ider Mobilya has also been serving with its special mattress collection including 12 different kinds of mattresses. Mehmet Pinarbasi, general manager of Ider, says that they have been conducting R&D studies to develop special mattresses as Climaplus, Bioenergy and Bamboo for people to have healthier and more comfortable sleep. Pinarbasi also says that they make exports through their stores in abroad and that they recorded 20% growth last year. The interview with Mehmet Pinarbasi follows:
Would you tell us a little about yourself, Mr. Pinarbasi?
I entered the retail sector in 2000 and joined the furniture business and Ider Mobilya in 2006. I have been holding the position of General Manager of Ider Mobilya since 2008, when the retailing process of the company began to speed up.
Would you inform us about Ider Mobilya, from its foundation to the present day?
As İder Mobilya, we have a 25 years’ experience in furniture business and are growing regularly, with new stores we are launching.From the day it was founded, İder has always followed the “outlet store” concept, in the proper sense of it, and is serving its consumers today with its 27 stores and its fast shipment units. Ider Mobilya has set up retailing 11 years ago at the Kazasker store and, three years afterwards it started its branding process by launching new stores. We are in a strong position within the industry today, with our 27 retail stores and a turnover of 65 million TL. As a brand that continuously renews and improves itself in line with customer and sector demands, we carry on advancing confidently toward our new targets. İder performs the production of series panel furniture and living room sets at its own facilities and has significantly exceeded the ordinary quality standards of the furniture industry in mass production. Presenting quality and elegance at attractive prices in its product range, İder always gives precedence to customer satisfaction by remaining in contact with the customers after the sale too. Quality, attractive and fair prices, and comfortable, innovative models are the reason that Ider Mobilya has always been able to meet customer expectations and gained their trust. Our product segments are the modern style dining rooms, bed rooms, TV units, chair sets, corner sets, bases, beds, home accessories, and complementary products. Our furniture products have a rich variety of color and cloth options and it is always possible to make combinations. That helps our customers in furnishing their homes the way they would like, which is a contributing factor to affect customer loyalty.
Can you talk about the beds you produce and their properties?
Our collection of beds is made up of twelve products. We have meticulously designed our beds with differing properties, so as to respond to different needs –in different levels of softness and heights, and for different weights and sleeping postures. All our beds are antiallergic and antibacterial; they don’t house any mildew or mold deteriorating the cloth, and have no foul odor or color change. This prolongs the cloth’s life.
Climaplus® It has been designed so as to keep the body temperature stable all night long owing to the special cloth in its making; it prevents perspiration or feeling chilly, rendering an uninterrupted sleep.
Bioenergy® It reorganizes the inner balances of the body that decrease due to various factors and provides a restful sleep by virtue of a geometrical arrangement in the structure of the minerals.
Bamboo® Threads produced from bamboo fibers absorb the perspiration faster than cotton does, giving a feel of coolness on the skin and ensuring a restful sleep.
Outlast® It is a type of cloth first produced for NASA to provide temperature balance and comfort in spacesuits.
Outlast® prevents the formation of sweat and humidity in the first place, rather than taking them out. This secures thermal comfort and a nice, restful sleep.
How do you carry out your research and development activities? Would you talk about what your R&D team does in regard to developing new products?
We have an innovative vision: designing a new product and/or service that answers to a need or that comes out as a result of our researches, and then developing and renewing it –that is the paradigm we comply with. We deal with every work as a separate project and filter all of the stages in terms of measurement, monitoring, and evaluation. We closely follow the national and international literature related to our field.
What about Ider Mobilya’s activities concerning dealerships in Turkey?
Ider Mobilya is a fast growing brand, so we pay attention to spaciousness in stores. We prefer such store concepts that can display our products in the best way possible. Consequently, we stipulate an area of 2000- 3000 m in our new stores to be launched. Our strategy in terms of our dealer network is to make our domestic and international dealers a real İder Mobilya on a smaller scale. Can you inform us about the exportation activities of your company? What countries do you export to? (We can deal with the issue of exportation in a general way, as the entirety of the product groups Ider Mobilya produces.) We send products to our own dealers abroad, and to several Arabic countries. However there is not a specific export figure we are targeting for the next period, we can say that we are going to focus on the domestic market for now. To launch new stores reaching more consumers in more parts of Turkey is another objective we have. The store we are going to launch in November in Istanbul will be covering a 9000-m area, being our largest store.
What can you say about the fairs? What fairs does your company join?
Apart from being an opportunity to reach the end-user, fairs are also the most convenient platforms where we can form new collaborations, meet our suppliers, and make franchise talks. We participated in the great furniture fair held in Istanbul in recent years. We are also willing to be present in other fairs to be organized this year in Istanbul and in other cities of Turkey. Currently we have concentrated on our growth targets in the domestic market, so we are planning to participate in international fairs in the years ahead.
What is the position of Turkey in bed production in the world? What do you think should be done to improve the industry?
The furniture industry is one of those which create highest added value in Turkey, and its development has considerably increased over the recent years. However having a share of 1.1 % in total furniture production all over the world, the Turkish furniture industry is not at the desired level yet, and is still falling short of its objectives. The production amount in the category of bed is around 5% of the furniture production capacity in Turkey, which roughly corresponds to a share of 8 in a thousand on a global scale.
What would you add about Ider Mobilya and its achievements?
As Ider Mobilya, we are very proud to become a well-known company in the industry within a short time. We have grown by 20% compared to the previous year, acquiring an important place in the market. I can also say that we have created a competitive atmosphere in the market by virtue of the product prices we provide for the customer. We are ambitious and successful both in the fields of branching and new product concepts and in our price policy.
