As one of Turkey’s leading companies in the bedding industry, Yataş continues to grow with its new market strategy and new products.
Targeting to contribute to export especially opening concept stores in abroad, Yataş will implement this plan in 2014. Yataş Export Manager Serkan Şen – who has 12 years of experience in the industry – stated that they wanted to take their part in abroad as an institutionalized brand. Emphasizing that the dealers which were opened in the last 12 years would gain a corporate identity under Yataş Bedding” and “Enza Home” brand as a result of the transformation project; Şen stated that, as the leading company, they would do their best in order to develop the industry.
Let us hear from you the story of establishment and development of Yataş up to these days.
Most people who live in Turkey have knowledge about Yataş. Yataş is the leading and most well-known trademark in Turkey’s bedding industry. If we need to sort chronologically, the company was founded in 1976 and began to produce foam. Then, it was one of the first companies who especially introduced spring mattress in Turkey. In fact, it is the first company which dealt with retailing of this business. That’s why people still remember first to Yataş when it is talked about mattress. Furthermore, as a result of introducing high quality and innovative products for over 37 years, our company is respectfully regarded in our people’s perception. It must have been used a Yataş brand mattress in everyone’s house. We have been still leading the industry in terms of retailing, quality and design.
In our new “Yataş Bedding” concept, we gave importance to elegance as well as giving importance to comfort. We created a phenomenon which is more slightly by developing textile products as a complementary element of mattress. Our customers have full confidence to our products in terms of their good quality for health. Our new concept is acclaimed both in domestic and foreign market. There is a “Yataş Bedding” area in every “Enza Home” store that we opened abroad. Furthermore, we also plan to open “Bedding” stores in developed countries –in terms of bedding – like Germany.
As a company serving in the industry for many years, how Yataş makes production? Could you tell us about the production facilities and the working form?
We have a factory in Kayseri where we produce mattress, textile and upholstery product groups. Other than that, we have a factory in Ankara where we produce furniture and modular furniture. Generally, we produce 3 thousand mattresses per day in our factories established on a total area of 200 thousand square meters. We can increase this capacity up to 7 thousand per day when we increase the shift system. Of course, the important thing is not to produce mattress; it is important to produce good quality mattress. We can underline that; we are producing good quality mattresses in the abovementioned quantity. Producing both good quality and high quantity mattresses is not something everyone can do. This is where the success is noticed.
Foam is combined with technology
We are able to produce almost all components of mattress except the fabric. We produce our springs, fibers and foams. Only fabric comes from outside. All other materials and modern technologies are available in our production facilities. We produce visco, latex, open cell visco. We produce foam types in different technologies, densities and qualities which are not produced in the market and we use them in production of our mattresses. We have developed a system except bonnel spring and pocket spring systems. We are able to inject foam to the spring system. As a result of this system and the support system placed in mattress corners, it is provided an equal balance in each part of mattress. Therefore, you receive equal impact against the pressure you apply. It is very useful especially for people with low back pain.
The mattress approved by Istanbul University
Istanbul University has developed a mattress which is distributed like a prescription for people suffering from back pain and this mattress is produced by Yataş. We improved this mattress –which supports strongly to backbones of people who suffer lumbar support and back diseases with comfort and special fabrics. We used silk in one side of the fabric and we used 100% alpaca wool in other side of the fabric. We gave importance to layers. Many mattress models of the companies are similar to each other. This mattress drew attention more than other technologies in the Fair in Germany. We’ve received many requests and have caught a very good potential up to Taiwan.
As the company, we serve to a very wide range of customers and supply their demand. Our target is not only selling products and earning money. Mattress is a personal product. If you do this business in an international level, should see nation -specific mattresses. Americans want to lie in high mattress. Germans lies in technological foam mattress. There, 80 % of the market demands these products. We use technology according to them. This is already our responsibility. Being the leading brand in the industry and having a wide portfolio of products give Yataş this responsibility.
Could you tell us about your products in Yataş Bedding collection?
Our mattresses which have different characteristics can be personalized. Some of them are Athletic, Sleep to Live, Active Balance, Supreme comfort and Marquise.
The natural minerals contained by Celliant fabric and used in “Athletic” mattresses absorb the energy emitted to the environment from the body and gives it back. Thanks to this effect, body’s blood flow and oxygen level in tissues increase. Furthermore, Celliant – which include anti-stress properties containing minerals – increases the rate of satisfaction from the sleep while reducing sleep latency. Thus, it provides a more satisfying and restful sleep environment.
Personalized mattresses
When personalized “Sleep To Live” mattress is chosen, it is determined the support level needed by the person by measuring person’s spine, body weight distribution and natural sleeping position with the help of a measuring device available in Yataş stores. It is also asked the person – whose mattress and pillow criteria is determined as a result of the measurement – to choose the best option for such person among 5 comfort options trying personally each of them. As a result of these tests, personalized mattresses are specially produced. For persons who sleep with some other person, both parts of the mattress is produced in accordance with such partners special support level. “Sleep to live” in My Side Technology provides partners the most appropriate support by offering them personalized sleep areas.
For people who like soft beds; “Majesty”!
“Majesty” mattress – which provides double-sided use opportunity – provides soft support in one side while providing extra soft support in the other side. Thanks to the pocket springs which keeps spine straighter and can be adapted to any parts of the body, it provides an uninterrupted sleep comfort that reduces to minimum the independent and involuntary movements of the partners. “Majesty” that contains antibacterial silver ions in mattress fabric; provides permanent freshness and hygiene by preventing bacterial growth and invasion, bad odor formation and prevent the spread of germs.
Also, we have created a little more universal collection this year. As we mentioned, different cultures need different mattresses. One of our models in this series is the “Active Balance” product which is appropriate for consumer necessity in Germany and it is in accordance with the health concept in this country. This is a product where we made divisions by CNC cutting, air circulation is extremely good and we provide support in seven different areas of this product using two different foams. Apart from this, we have “Supreme Comfort” product which combines visco, pocket spring and CNC cutting foam that provide body’s comfort. Also, we have another product called “Marquise” which is very accustomed by American and British culture and contains many springs (10 thousand springs) inside and this product is handmade.”Marquise” is a very beautiful and special product that we produce as a result of the spring system which is placed under the micro package inside and supporting that system. These are the new models which draw attention in our new product group.
The new technologies specific to Mattress fabrics
Of course, it would be wrong to mention only about the technology we use in these mattresses. We also pay special attention to the fabrics of mattresses. In mattress fabrics, we use an award winning technology in the last year’s Interzum Fair. This technology takes the moist of body and distributes in the mattress and it does not produce bacteria. When we add these characteristics to our mattresses, both healthy and comfortable complementary products are created.
Could you tell us about Yataş’s recent export strategy and objectives?
We actually consider ourselves as recently started to export. Of course, we are one of the first exporter companies of Turkey in this industry. We have 45 sales points in abroad. However, the export strategy that we are focused is based on institutionalization. As a result of this, we aim to export 30 % of our products. We will be in the countries – we had never been before – with our new design and new concept where with “Yataş Bedding” and “Enza Home” concept. China is one of these countries. This is the result of the efforts paid for 3 years. We do not want to enter to an important market; we also want to be accepted there. We want to make our brand and store concept is accepted in the markets where we have customers. This is also an important issue in Turkey. The government provides an incentive program for this propose. We have an overseas strategy in accordance with this. Our purpose is not to find a large company and obtain a turnover as a result of selling mattress and furniture with the name of that company. We want to build a system which allows us to survive during long-term in the markets that we enter. This challenging road will provide us a stable export profile.
In what countries are these stores that you mention? Do you plan to open new ones in the coming years?
Actually, we opened our stores in Libya, Iraq, China, England, Macedonia and Belgium last year. We are planning to open our second stores these countries in the next period. Our second store are about to be opened in Libya and Iraq. We will open the second store in England in March-April.
What are the plans of Yataş for this year?
We took the road after completing our existing product portfolio last year. Both our customers and our dealers and also we have gained a very big motivation. We have achieved very positive revenues with our new concept in our own stores and from our dealers. As a result of being successful in this way, our motivation has been increased and this has confirmed that we are on the right track. In order to achieve better results, we continue to work in the same direction in 2014. We received feedback in the same direction we wanted from our customers with the store concepts that we have created. We expect a significant growth both in the country and abroad. We are targeting to achieve a growth of 60-70 %. Of course, the ever-changing exchange rates will adversely affect the domestic market. If the market trends continue this way, this would affect us in the same way that it would effects to everyone. Otherwise, we would grow higher than expected as long as the stability is provided. In addition, one of our new targets is to provide a corporate identity to our dealers opened in the last ten years under Yataş Bedding” and “Enza Home” brand as a result of the transformation project. When we complete this, we will be institutionally present in abroad with our 22 stores.
Finally, what would you like to say?
Generally speaking, the furniture industry is very important for Turkey because the exports of the industry are more than the imports. This sector is a sector which affects the structure of domestic production. You can supply most of the raw materials in the domestic market. The employment rate is also high. Because, when production is made; it is needed the human touch. Despite this, we get very low percentage from the world market share. Development of the sector should be provided by facilitating to obtain more incentives. I think we and the other leading companies of the industry would do the best.
