Having been producing mattresses for 25 years, SOLEY keeps its production by utilizing new technologies. Aegean regional manager, Mustafa Ozturk, says that foreign partners investing in Turkey improves competitive power of Turkish mattress industry.
A 25-year old brand owned by Birlik Mensucat Co. Inc, one of the oldest textile and towel companies in Kayseri, Soley depends on the 65 years of experience of the company in the production of mattresses as well. Mustafa Ozturk, regional manager of Soley, emphasized on the technology they used in the production.
There is idle capacity in mattress industry
Ozturk said, “Mattress industry in Turkey is producing at world standards, however, there are serious amount of over supply than demand. So, companies aim for export markets and exports are increasing. We, as Soley, also target to sell more in export markets than in domestic markets.” He also said, “Companies are trying to increase their sales volumes by producing aesthetically enriched products under new and attractive concepts. However, inter firm competition is growing in line with rising demand. In my view, it is good to establish partnership with foreign investors. Several companies have foreign business partners. I think that other companies will imitate this strategy. Investments of foreign investors will help companies to sell their products in export markets more easily.”
On his company
Soley is a registered brand of Birlik Mensucat, a company in Kayseri, for towels, home textiles and beds. Birlik company had been retailing in the fifties, and started to produce towels in 1988. In 1997 home textiles and bed products were added to manufacturing line.
On their activities in bed industry and recent products
We design products in bed industry for mid and upper segments of the market. In all products quality and hygiene are important. We produce SL and pocked spring type mattresses that were designed for better comfort from spring system to fabrics. This year we launched Visco Floral beds. With visco elastic foams, floral beds provide optimized support for better sleep. Zipped on three sides, with washable fabrics they provide more hygiene and protect natural balance of body. It sooths and prevents perspiration. Visco Dream, is for minimizing the stress on shoulders and knees. It ventilates the air and balances the moisture. Prevents bed odors, it is anti-static and protects against mites.
On distribution network and exports
We sell our towels and home textile products through ten national distributors. Beds are sold through about 30 sole distributors in cities. Beds are exported to Middle East markets, especially to Iran, Iraq and Libya, and South Africa, either under our own brand or as private label products.
On bed industry in Turkey
Fairs are important in our business. We participate new fairs. We believe that the home textile and mattress industries have made great strides in Turkey. They have still greater potentials.
Additional comments
Although we have some problems at the beginning of the year, we think that 2014 will be more dynamic. We offer new products to our buyers. In mattress group we will launch new products in each quarter.
