Established in 1960s to produce mattresses, Konfor company maintains its renovation operations that started in 2014. New facility will be completed by 2018. Deputy general manager Nuri Gedik informed about his company and their plans.
What do you have to say about your operations in retailing?
We started a new project in 2014 by entering in the production of furniture besides our main product, mattresses and sleep products. We decided to exhibit our products in the furniture segment as well. We began to open exclusive Konfor stores in several points of the country. Presently we have 45 exclusive stores that sell only our products in Turkey.
What are your plans for 2016?
We targeted to have 75 and more stores and increase our penetration in the market, as well as promotional activities in several media. We are negotiating a series of sponsorships for serials. These have improved our awareness among buyers. In 2016, our company has managed to grow by 60 % despite all problems in the world. Also our exports have risen by 60 %, it now accounts one third of our total sales. It is an unusual situation in furniture business. Most of the firm have about 10 to 20 % share in their exports.
What is your plan for export activities?
Our efforts in exports will continue in this year. The only problem is the situation in the markets nearby. Devaluation is high in Azerbaijan; Iran raised custom duties 100 %; turmoil in Iraq prevails; war in Syria. Even North Africa and Libya is not settled. We deliver our exports to 44 regions. Their numbers are growing. One of our intentions is to open a corner store of 600 sqm. in one of the crowded streets in London. It was a nice beginning. There may be 12 stores soon. We open a store in Magosa, Cyprus. Last year one third of our total sales came from export sales. We even sell other companies’ products. We offered our product line to neighboring countries that have similar cultures, such as Azerbaijan, Iran, Bulgaria, etc. We are selling through other channels to other countries.
Is your production facility is capable to produce this much product?
Presently, we have two factories that has 54 thousand sqm production area. In the next 4 to 5 months, we will buy new machinery for these factories. It will increase our capacity by 60 to 70 %. The largest investment is in Izmir, organized industrial zone that has a land of 170 thousand sqm. The factory that we will construct there, will double our capacity. With all supporting facilities the factory will be operational in about 2018.
Did you invest more in panel type furniture manufacturing?
Panel furniture is our dynamo of our growth. We have powerful partners in abroad. They were satisfied with us.
What is your plan in mattress matters?
We have to self-criticize ourselves. Actually, Konfor was a mattress producer company founded in 1960. We do not like to be mentioned as a mattress making company. So, we now emphasized on our products in furniture segment. In 2016 we will launch three new models of mattresses and will expand product varieties. In our Konfor stores, we make sleep products sections. Turkish people are still choosing their mattresses on price and cost criteria. They do not by rationally. Mattress is important for the lives of people and their health, hygiene and comfort. Consumers should be more careful while choosing the best products.
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