Realizing exports to Micronesia, thereby reducing Turkey’s number of non-exporting country to one, BRN’s mattress exports represent half of Turkey’s total in this item.
Ms. Berna Ilter, who established the company and brought to a level capable to export to over 60 countries, now aims an export volume of 55 million in 2015. Having respectful plans for domestic market also, Ilter said her target was to open 50 stores in Turkey. Her last initiation at this sense was the opening of Ankara store. Below is an interview with Berna Ilter about their operations and success story.
As well known, you are one of the leading mattress producers and exporters of Turkey. Can you give us some figures about your export volume and Turkey’s total mattress export figures? BRN also contributed to the variety of Turkeys export markets? Can you give us some examples of unusual markets for Turkey but you are exporting mattresses to? How many countries do you export your products to?
BRN is producing and exporting mattresses since 2006. In worldwide we have exported our mattresses more than 60 countries. Our export volume among Turkey’s all total mattress export is a sound percentage and we are one of the top 3. We also did export to Micronesia, which is announced by Republic of Turkey Ministry of Economy, as one of the countries that Turkey couldn’t export previously.Besides, we became unique brand in the countries that we made export. In Europe, BRN gives service to many different stores. We have more than 500 sales points in 5 continents. Our motto is “Thinking globally & acting locally”. We are analyzing sleep culture in other countries. So, we are creating different designs for different countries according to their sleep culture and trying to improve our product line according to customer preferences. On the other hand as BRN, we have unique specialty on packing and logistics solutions. We offer many different package options. This is the most important reason of our success on export. We also make collaborations by manufacturers worldwide by supplying those ready made covers and we are also one of the biggest manufacturers in this area. This also helps us to improve know how in each country.
After all these success of business, what is your next target to survive in exports?
Due to our annual work plan, we aim to reach 50 stores in Turkey. On the other hand within Turquality, creating international franchising network is in our investment plans. In respect of 2018, we are planning to open at least 22 stores worldwide. By the way, we have still Master-Franchise negotiations for Middle-East market. While we are creating this franchising network, we want to give priority to female entrepreneurs. Our target turnover for 2018 is 55 million USD except franchising sales. Besides, our target export revenue is about 41 million USD.
You are famous for your exports but you have also recorded some major successes in domestic market. How is your domestic market activity going?
We opened our first showroom in Ankara Armada Shopping Mall. After that we focused on İstanbul and Anatolia. Now we have 11 stores in famous shopping malls. Our last one has opened in famous Mall of Istanbul and one other will be open in Istanbul Anatolian Side again the beginning of September. Are you getting prepared for Interzum Cologne 2015? Do you have any surprises for that show? As you know, Interzum Cologne is one of the biggest shows of mattress and furniture industry worldwide. We are working on it with our most innovative products. I am sure that visitors will face as usual with BRN quality and innovations in our booth.
