Honi, giving an interview to Sleepwell magazine, gave messages about sustainability and protecting nature in his interview. Mr. Önder, touching on that Innova Bedding is in high demand in European countries due to its environmentalist policy, said that they meet their customers with traditional products such as wool, cotton, linen and hemp in the Middle East market, and that these products are in high demand, too. Önder Honi, mentioning a project for 2023, said that they will include products that are not currently in their collection, such as camel wool, silk and cashmere, to their collection and that they will offer Talalay, an innovative latex type, to their customers for the first time in Turkey.
As Innova Bedding, do you have any plans to merchandize abroad? If yes, which countries are you considering?
As you know, Innova Bedding has been manufacturing environmentally friendly and sustainable sleep products made of handmade, organic certified materials, which consist of natural materials that are rarely produced in Turkey, beside the standard mattresses sold in the market. For this reason, our customer mass consists of environmentalist individuals having knowledge about natural products. Because the products we manufacture are special and natural products, they have market mostly in socially and economically developed countries. For this reason, as Innova Bedding, our studies to merchandize in America and economically developed gulf countries especially in the European continent have been continuing. We have made sales to countries such as the Netherlands, Romania, Sweden, South Africa, Dubai, Oman and Iraq, and our stores have been opened in some of them so far.
What is the most productive market you have worked with so far? We know that you are active especially in the Middle East market. Will you be able to constitute this influence area in the European, American and Far East markets?
Innova Bedding products gain admission especially in the European market. The consumers in the economically and socially developed countries have been researching the sources of the products they use, and prefer products made of natural materials with organic certification rather than petrochemical products. In fact, the naturalization process started with food. People started to attach importance to naturalness and organicism in their food, and then they continued this process by preferring natural products in their garments and top clothing. Beside these, that the products used in the houses are natural have started to come to the fore. These are products that do not produce waste and pollution not only for their own health, but also for their environment. The trend towards products, not consuming natural resources of the world has accelerated recently. Furthermore, they have been looking for the features such as that the sustainable products don’t harm environment, they don’t consume natural resources, they are recyclable and they are dissolved biologically biodegradable, in the products they consume. Innova Bedding was founded on a philosophy in order to fulfill these consumer demands. Because the people living in European countries mostly adopt this philosophy it is the market in which we work most efficiently.
The Middle Eastern countries, apart from European countries, have been demanding the mattresses that are made of wool, cotton, linen, hemp and other natural materials because they are more familiar and close to traditional woolen and cotton beds. Because that these beds resemble the beds traditionally used in the past and give the comfort like in traditional beds, they are preferred and demanded by people. The reason why natural products are increasingly in demand results from that the negative effects of synthetic and petrochemical products on the quality of life and human health causes much awareness to be risen through the internet. For this reason, we cannot mention a specific geographical market, but the customer mass who is demanding environmental, natural and organic products in almost all countries are the markets we are targeting and make an impact on.
What is the value proposition that Innova Bedding adds to its customers?
People are demanding the products that will not harm their health, happiness, peace, environment and next generations rather than standard products. At this point, Innova Bedding not only makes a natural sleeping environment for people, but also contributes to the environment and contributes to the sustainability of natural resources with the products it produces. It is not just a simple sleep product. It offers products that include both social, philosophical and health values. Thus, people who buy these products gain a more comprehensive satisfaction by adopting the same philosophies while using them, just like our philosophy of not harming the environment, sustainability of resources and producing healthy products when we buy for production.
As Innova Bedding, what kind of features and patterns will you include in your mattress creations for 2023?
Innova Bedding has been continuing to manufacture the products that contain innovation, from which its name comes, and the products that are different from standard sleep products. In 2023, we plan to use other mattress materials that are not in our current mattress collection. These are products such as camel wool, silk, cashmere. Besides, we will offer our customers mattresses made of Talalay latex, a special latex type, for the first time in Turkey in 2023. The latexes, which are having Talalay technology, which is a special production method in latex production, are very elastic, long-lasting, antibacterial and perhaps one of the best materials that can be used for the sleep industry, as well as 100% natural. Innova Bedding will offer pillows, mattress pads and mattresses made of these products to its customers in 2023.