KAYSERI We have recently interviewed Fatih Bıyık, Member of the Board, Minder Bazaar Co. He focused on the activities of the Company, headquartered in Kayseri.
The interview follows:
How do you evaluate the market response to your products?
We have been operating since 1996. Manufacturing diverse range of mattresses totaling 40 different types, the Company launched its brand “Sleep Royal” four years ago. In line with ever increasing demand from abroad, we export about 35 percent of our manufacturing volume. Customer preferences change from country to country. So, we are able to produce especially for Belgium and for Holland.
Could you mention about some of your major products?
Being one of the export leaders of the mattress sector, Sleep Royal has a full line of products, ranging from premium bedding to quality sets with mattresses with full health benefits, including all natural fillings and frame beds with full comfort. We produce quality mattresses that provide an ideal support for body with its healthy structure and also keeps body temperature at the optimum level thus helps to reduce belly, neck, back and shoulder aches, by utilizing the materials respond to body heat and adjusts itself to the shape of the body thorough the mattresses such as Valeron Euro Top Memory Foam Pocket Spring Mattress, Violetta Luxurious Pillow Top Mattress and Carmen Luxurious Double Sided Mattress.
Could you brief us on your share in domestic and foreign markets?
From 2005 onwards, we make our presence in domestic market more than ever before. We have a network of 67 sale-points scattered over the country. As known, our company is Minder Bazaar and our brand is Sleep Royal. This year, we will participate in the two major fairs to display our brand-new products. We export to Germany, France, Holland, Belgium and Switzerland. We are planning to penetrate into the Middle East market as well. As I noted earlier, our exports account for 35 percent of our manufacturing volume. This is a serious figure for us.
You have mentioned about the fairs in which you are planning to participate this year. Do you think fairs assume significance from the standpoint of your marketing strategy?
Sleep Royal has been making its presence felt not only in domestic markets but also in foreign markets. The Company, participating in major fairs and exhibitions, has been diversifying its product and customer profile. So, fairs and exhibitions have always been ideal platforms for us.Last year, We participated in the two fairs in Kayseri, including Furniture Fair in İstanbul. We will also participate in Interzum 2015 Cologne, Germany.
How do you manage to expand your export markets within a short period of time?
Our sector has turned out to be quality conscious more than ever. The Company has been able to be competitive in terms of price and quality both in domestic and foreign markets. Thus, Sleep Royal puts emphasis on R&D in order to serve the sector in efficient manner. Innovation and dynamism have become a way of life for us in order to survive in the competitive markets. Innovation is a major business priority; simply put, companies become more competitive when they have a clear process that produces a reliable stream of new and innovative products. By doing so, we increase our exports.
How do you evaluate the year 2014 for Sleep Royal? What do you plan for 2015?
Recording a satisfactory performance, our total turnover has increased by 13 percent in 2014. Sleep Royal is determined to upgrade its dynamic growth in 2015. We are planning to accelerate our investments to diversify our markets and product range. Besides, we aim at increasing our presence felt in the Middle East Market in particular.
