Aimed to produce healthier products in the mattress industry the company established in 2016 Homevs targets to offer right products through right channels to the consumers and to sell one thousand mattresses daily. Koray Donmez, member of the board and general manager of the company aims more export in neighboring countries. He informed about the mattress industry and the need for the education of customers.
Do you have other brands under Evs group?
Homevs, is the only company of us in Evsgroup Mob Co. Inc. that has been producing mattresses made of naturel materials such as horsehair, camel wool and cashmere. Besides there are mattresses that are covered with linen, pro active, silk and vanilla scented knitted and woven fabrics. At the beginning our customers scoffed at our natural products. We have to explain them well. We mainly produce for the middle and upper segment of the markets, out of a couple of products demanded by lower segment.
What are in the first quarter plans of Homevs in domestic market?
Our products are sold about 30 points in Turkey either as exclusive shops or shop-in-shop model. At the end of the year they will be 50, next year will reach to 100. We are going to differentiate our product offerings in terms of the location of the store. Certain products of certain characteristics and price categories will only be sold in certain provinces. Camel wool and horsehair are charming words for some buyers. Some customers do not want to pay 2 thousand liras for a mattress and they prefer to pay it for other needs as furniture sets. The most annoying problem for us, the mattress manufacturers, is the lack of knowledge and a mattress culture in the market. People in Europe change their mattresses every two years. But they keep their mattresses for more than 10 years. It keeps falling. We offer 3 to 5 years of guarantee for our products. Customers think that longer to have the same product the better return on their investment. The mattress is not such a product.
Do the producers in Turkey pay enough attention to the mattresses they sold, or do they produce only for profit?
I think that thy do. We are new in the industry and we want to act as a consumer-centered company. We the producers and sellers of our products should try to establish strong ties with our consumers. They have to think more about long-term relationships. Sellers are our advisors; they have to act in such way. But most of them prefer to sell more only. Some of the producers try to reduce the cost of their products by using cheaper inputs and the quality goes down, as a result.
How can these be prevented or cured?
First of all, some health organizations should enter the scene. In Holland, mattresses are sold on the prescription. State offers incentives for this. One third of human lives are spent in sleep. People in Europe are deeply interested in every part of the mattresses even the yarns, the fabrics and the springs while choosing a product. They are more conscious than the people here in this country. So, we need more knowledgeable sellers in sales, who explain the products to the right buyers.
Thanks to the machinery we have in our facility, our factory is one of the selected ones in Turkey. We can produce thousands of mattresses daily, however, we prefer to produce better products and to sell healthier mattresses for the betterment of sleep quality for the masses.
What are special in your production facility?
There is large number of mattress producers in the market, more than enough. Some of them are gray businesses. They have very limited spaces for production. There are three layers of mattress, spring, foam and quilt. Manufacturers can buy these from other companies separately and combine them into mattresses. Our facility is completely hygienic. We buy foams and stuffs from our suppliers. We buy wire and make them into springs. Inputs that are all certified are put into machinery and cut and stitched automatically, without any human intervention.
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