A brand of Yatas, Selena enters 2016 with its new concepts. Mustafa Akin, sales manager of the brand informed our publication about the products and their specifications.
On the emerging of Selena brand
Selena is a ten years old brand of Yatas group, one of the major companies in Turkey, known wit its investments in domestic and foreign markets. Selena offers both mattresses and home textile products at competitive prices aiming to meet the demands of every folks of life. Producet at the TSE standards, ecological and healthy products are produced in Yatas factory in Kayseri.
What was the reason for having a second brand in the same category?
Yatas has several brands under the same umbralle, including Enza and Bedding, that addresses to the upper segment serving to 40 % of the market. The rest segment was shared by several companies and brands. With Selena we targeted to get a share from that segment as well.
What kinds of mattresses are in the line of Selena?
There are products for every budget and every customer in the line, including economic choices, washable and changeable padded, ultra mattresses, having hard and soft tops. Pads have cotton fillings inside to provide extra softness. In Millenium plus mattresses 100 % wollmark wool is used on one side and cotton padding is used on the other side. Since it was patented to Yatas, wollmark is used only in Yatas products.
What are the reasons that customers prefer Selena brand mattresses?
We grouped all our arguments into seven topic. They are backed by Yatas brand and its factory in Kayseri. They are made of 100 percent wool that sucks moist in the bed and controls the heat. It is fire retardant and antiallergic. Protein substances removes bed odors and sooths pulses of the heart, because it is anti-static. Spacer fabrics are used that provide a perfect air circulation in 3D, and reduces pressure. DHT spring systems is for balancing the body weight and prevent deformation of the mattress for years for comfortable sleeps. Visco elastic memory foam technology is used for adjusting the body form to the mattress and that reduces back and spine pains, improves blood circulation. Selena mattresses, having pocket spring systems can be used in all seasons.
What can be said about the developments in the mattress industry in the last decade?
I have been in this sector for 11 years. Thanks to the technological progresses, mattresses and sleep products have been more attractive. The industry was successful to adapt their resources and products to the recent developments in technological field. Customers have become more demanding and began to ask for better products. Now, they are seeking healthier products.
On the production side, production volumes increased 100 percent in ten years and sales in export markets. Exports are growing faster than domestic sales.
What is your organization in Turkey?
We are about to complete our works to renovate concepts of sales corners. In 2016 there will be more corners in Turkey. In our new store concept there are panels and higher lighting and more natural products in our textile stands. Our stores are changed visually.
