Home Textile Magazine August 2018

6 

HTE 

Very hot! 

After a stagnant but very hot summer period of vacation season 

the hotter show time pushed the button. We have found 

ourselves in a crazy run. We have to be in Shanghai for CIFF, 

the most leading furniture event of Asia, we should run to Paris 

for Maison&Objet, we have to show up in Brussels for MoOD, 

we must be in Moscow for Heimtextil, we are obligated to be 

in our own show Sleep Well Expo Istanbul, we need to be at 

Home&Tex fair of CNR and TETSIAD in addition to our domestic 

destinations… So, the hot season of summer time is gone but 

the hottest show time has just started. 

Group Chairman 

Publisher 

General Manager 

Editor 

Responsible 

Editor 

Advisory Board 

Editorial Consultants 

H.Ferruh ISIK 

ISTMAG Magazin Gazetecilik 

Yayıncılık İç ve Dış Ticaret Ltd. Şti. 

Mehmet SOZTUTAN 

(mehmet.soztutan@img.com.tr) 

Ayça Sarıoğlu 

Yusuf OKÇU 

Osman Nuri CANIK 

Ufuk OCAK 

Hilmi GULCEMAL 

Pınar TASDELEN 

Ayse Mehtap EKINCI 

Prof. Dr. Ismail KAYA 

Assoc. Prof. Mehmet Ali OZBUDUN 

Inkrit BERBEE 

(inkrit@lobsterconcepts.nl) 

Milou KET 

(studio@milouket.com) 

Dr. Rolf ARORA 

The little planet of the world has also been experiencing a very 

hot time. The political issues of the world control the trade as 

well. It is not possible to trade comfortably amidst dangerous 

dilemmas. When we look at the map from America to China, to 

Middle East and Turkey, Russia and Europe… The little globe 

has a lot of abdominal pains to be treated. 

The trade wars threaten millions of people while they offer whet 

appetizing opportunities for other millions. This is a hot issue 

reinforced with embargos and harsher and unfair competitions. 

We do have some hopes for better trade and more peaceful 

horizons. Istanbul will host two very important shows at the 

same place, same dates. I would strongly suggest all mattress 

and home textile related business people not to miss this 

double chance of lucrative business and developing business. 

It is good for all sector professionals from developers to manufacturing, 

marketing and sales. It is the excellent combination 

of Sleep Well Expo and Home&Tex fairs. It is the best time of 

Istanbul squeezed between the hot days and cold or rainy days. 

It is the last week of September. They open on September 26 

and run through 29. Come and see for yourself! 

Advertising Manager 

Advertising Coordinator 

Correspondents 

Art Director 

Design&Graphics 

Chief Accountant 

Subscription 

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Mehmet SOZTUTAN 

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August 2018

10 HTE 

Trades and 

trends... 

Consumers are more sophisticated than ever. They are more aware of 

the techniques of traditional advertising, and they expect more from their 

contact with brands. They can read the tongues of advertisements and 

promotions well. 

One of the most useful methods of determining which trade will eventually 

be successful relies on the identification of underlying trends. 

Predicting the next trends is a fortune in every business and home textiles 

industry is no exception. Predicting a trend is a matter of knowing where to 

look before the masses have trained their eyes. Reading trends on social 

before wide adoption can inform thought leadership and determine business 

decisions. 

Business trend awareness as a skill refers to one’s ability to be conscious 

of the changing ways in which businesses are developing. If your business 

is not amongst those that can instigate a trend, the minimum your business 

can do is to follow such trends. For this reason, people running a business 

must have business trend awareness skills and be able to reap the benefits 

of enhanced forecasting ability and determine required changes for 

improvement. 

Ayça Sarıoğlu | Editor 

ayca.sarioglu@img.com.tr 

On our day tailor-made products are attractive. Everybody wants to be 

unique. The supplier should help them feel unique. This, in turn, comes to 

offer benefit to the supplier. 

Marketing strategies have had to evolve rapidly to keep up with changing 

technologies and expectations. Companies can no longer rely on click-bait; 

marketing strategies must be targeted and thoughtful to be successful. 

Increasing interactivity can be simple. Even adding menus, videos, and 

GIFs to a website can help users participate in the process of receiving 

content. 

In recent years, marketers have shifted their attention to social media 

sites, and for a good reason. With the ever-growing activities, technological 

innovations, and the number of growing users, social media platforms are 

proving fruitful for brands. However, voice technology started to compete 

with visual shots on screens. The more consumers use features such as Siri 

and Alexa, the less they are looking at their screens. Content marketing will 

need to find ways to incorporate off-screen interactive features.

12 

EVENTS 

HTE 

Proposte looks ahead 

future trends 

Held in early May the prestigious European show of fabrics and 

curtains continues its vision of showcasing future trends and 

triggering the trade 

Proposte 2018 recorded another great success. 

The 26th edition came to a close with the 

unabated enthusiasm of 89 exhibitors as well as 

pleasurable and lucrative contacts of visitors. 

75% of the visitors came from abroad: a 5% rise 

compared to last year. This fact -symbol of the 

26th edition of Proposte – has been regarded as 

a proof of the Fair’s leadership at international 

level. 

The first places are taken up by the usual exhibitors, 

UK, Germany and France, but other significant 

increases have been observed as well: 

+10% USA, +27% Poland and Japan which, despite 

being faraway, show a 4% increase. 

All 89 exhibitors stressed the excellent quality 

level of the buyers. 

A 10% drop in Italian visitors was recorded, 

“Something we had expected” declared the 

President Mauro Cavelli “since it mirrors the 

trend in today’s Italian market”. 


THE “TEXTURES MATTER” 

LECTURE by MARIO BELLINI 

13 

Mario Bellini, the world-famous architect and designer, captured 

the attention of his audience with anecdotes and stories. 

In the 1980’s, Bellini designed the exhibition center 

of Villa Erba. This is one of the reasons that triggered the 

collaboration with Proposte. 

In the first part of the lecture the architect illustrated the 

architectural project of the pavilions, showing the original 

drawings, together with the setting up of the central pavilion 

conceived for Proposte 2018. He then continued with 

an excursus presenting a selection of upholstered artifacts 

designed during his career, concentrating on the pioneering 

use of materials and fabrics tested in the 1960’s and 1970’s. 

He then closed the lecture by stressing the importance of 

texture, seen as an external skin, in design and architecture 

projects, presenting by way example his recent project for 

the Louvre of Paris, the new Department of Islamic Arts. 

GALA EVENING 

The customary Gala Evening was held on Thursday the 

3rd, a party in a relaxed atmosphere where guests were 

able to enjoy their dinner while listening to live Jazz music. 

This was followed by a DJ set that livened the evening set 

against the wonderful backdrop of Villa Antica. The guests 

were also able to interact with a light installation designed 

specifically for the party’s entrance. 

SPECIAL THANKS TO ITA 

Special thanks go to the agency ITA that, once again, has 

made possible the participation of a large delegation of 

12 foreign journalists from the United States of America, 

Ukraine, Turkey, Belgium, Germany, Russia, Spain, Arab 

Emirates, Hungary, Japan and Mexico.

22 

PROFILE 

HTE 

“ 

Elegance in 

bathrooms with 

Valerone 

Valeron which highlights their original 

style home textile brand, is combining chic 

details with Bathroom Family Set Collection. 

The soft and unmatched textures of bamboo 

and cotton, the wonders of the nature, enliven 

at Valeron’s exclusive bath sets. 

Valeron, which reinterprets luxury with its 

quality and chick, defines chickness at bathrooms 

with family sets designed differently 

for men and women. 

Comprised of bathrobes, towels and towel 

slippers the collection reflects the rich ecru 

elegance on towels with the most special 

way. Blended with strictly embroidered lace 

details the family sets provide bamboo and 

cotton texture comfortable use. 


26 

TRENDS 

HTE 

MoOD+Indigo 

an international 

hotspot for 10 

years already! 

Meet the who’s who of 

upholstery, window and wall 

covering producers 

MoOD+Indigo will open the doors for the 10th 

time. This will be the third edition in Tour&Taxis and if 

you add Decosit to the list, it is the 40th edition of the 

trade show already. Tin or emerald? In any case it will 

definitely be a party edition. 

Familiar days for MoOD / Pre-opening for Indigo 

MoOD starts on Tuesday 11 September and runs until 

Thursday 13th. Only Indigo has slightly different opening 

hours. In answer to the strong demand of the MoOD exhibitors 

and many Indigo visitors, the pattern and surface 

design show will open doors on Monday afternoon for an 

exclusive pre-opening on September 10th, at 1pm. The 

informal buzz, already gained in previous years, has as 

such been formalized. 

International trade show bundles supply from 

16 countries 

The international character of the event will be reaffirmed. 

With 200 MoOD+Indigo exhibitors from 16 different 

countries, the Brussels event remains an international 

hotspot. In 2017, 84% were from Europe. 16% of 

the visitors came from outside Europe. 


28 

HTE 

TRENDS 

Focus on quality 

MoOD continues to aim high when it comes 

to the quality of the offer on display. Both 

exhibitors and visitors meet a high quality 

profile. The MoOD 2017 survey showed that 

three-quarters of the exhibitors assign a score 

of 75% or higher when it comes to visitor quality. 

60% of visitors are interested in 

innovation 

Dynamics and innovation often stem from the 

spirit of creative entrepreneurs. That’s why visitors 

of MoOD like to constantly monitor the 

buzz regarding innovation. Last year, more 

than 60% of the visitors were very interested 

in the innovative offer at MoOD. 

Innovation and technology under the 

heading ‘Cutting Edge’ 

Hall “Shed 3 Bis” of the Tour & Taxis venue 

will combine 3 types of exhibitors: 

• Innovation Platform 

In 2018 the much appreciated MoOD 

Innovation Platform Sample Bank will also be 

presenting innovative materials and materials 

used in an innovative way. The focus will be 

on textiles but other materials are taken into 

account as well. Our partners are: Colour Hive, 

Material Lab, Materia, Trendease International 

& CELC Masters of Linen. 


30 

HTE 

TRENDS 

• MoOD Tech 

MoOD Tech has expanded this year and unites companies with an offer in the 

field of technology, new techniques, processes, materials and yarns for technical 

textiles. 

• Launch Pads 

Startup businesses and designers that have been in the industry for five years or 

less take the spotlight at MoOD. Launch Pads is the place where you can find new 

talent, fresh approaches to production, new materials, novel concepts and even 

new suppliers you didn’t know you were looking for: talent scouted by Jennifer 

Castoldi and the Trendease Team. 


32 

HTE 

TRENDS 

Next Wave – a trend theme and a blog 

Because we believe that trends come in waves and that 

the next wave will have the impact of a tsunami, the trend 

theme was baptized ‘Next Wave’. In addition to the familiar 

predictions about colours and materials, we will also touch 

on some sensitive topics. The need to focus on specific 

target groups for example. Or the social changes that are 

looming and that may affect our sector in the long term. 

Take Chiangchou for example, a movement in China that 

drives people away from the city and into the countryside. 

New: Follow the trends on the MoOD+Indigo blog curated by 

Trend coach Niek De Prest. Surf the next wave: moodbrussels.com/en/blog. 

Trends presentation will be turned upside down 

For the first time, there will be no fabric samples by exhibitors 

on the trend platform. The most important trends that 

will definitely influence the future of living and working will 

be on display. Trends cannot always be materialized with 

samples. MoOD wants to create a different kind of interaction. 

A ‘Future Dome’ will be built for this purpose, immersing 

the visitor completely in a possible future. 

Show up! 

“In the digital age, trade fairs continue to play an important 

role,” according to Patrick Geysels, General Manager 

MoOD+Indigo. “Visiting trade shows remains the most popular 

way to stay up-to-date when it comes to sector related 

news. This is stated by 88.5% of the visitors in the 2017 

post show survey.” 


36 

HTE 

EVENTS 

MoOD 

+Indigo an 

international 

hotspot for 

10 years 

already! 

Meet the who’s 

who of upholstery, 

window and wall 

covering producers 

MoOD+Indigo will open the doors for the 10th time. 

This will be the third edition in Tour&Taxis and if 

you add Decosit to the list, it is the 40th edition 

of the trade show already. Tin or emerald? In any 

case it will definitely be a party edition. 

Familiar days for MoOD / Pre-opening for Indigo 

MoOD starts on Tuesday 11 September and runs until 

Thursday 13th. Only Indigo has slightly different opening 

hours. In answer to the strong demand of the MoOD exhibitors 

and many Indigo visitors, the pattern and surface 

design show will open doors on Monday afternoon for an 

exclusive pre-opening on September 10th, at 1pm. The informal 

buzz, already gained in previous years, has as such 

been formalized. 

International trade show bundles supply from 16 

countries 

The international character of the event will be reaffirmed. 

With 200 MoOD+Indigo exhibitors from 16 different coun- 


37 

tries, the Brussels event remains an international hotspot. 

In 2017, 84% were from Europe. 16% of the visitors came 

from outside Europe. 

Focus on quality 

MoOD continues to aim high when it comes to the quality 

of the offer on display. Both exhibitors and visitors meet a 

high quality profile. The MoOD 2017 survey showed that 

three-quarters of the exhibitors assign a score of 75% or 

higher when it comes to visitor quality. 

60% of visitors are interested in innovation 

Dynamics and innovation often stem from the spirit of creative 

entrepreneurs. That’s why visitors of MoOD like to 

constantly monitor the buzz regarding innovation. Last year, 

more than 60% of the visitors were very interested in the 

innovative offer at MoOD. 

Innovation and technology under the heading 

‘Cutting Edge’ 

Hall “Shed 3 Bis” of the Tour & Taxis venue will combine 3 

types of exhibitors: 

•Innovation Platform 

In 2018 the much appreciated MoOD Innovation Platform 

Sample Bank will also be presenting innovative materials 

and materials used in an innovative way. The focus will be 

on textiles but other materials are taken into account as 

well. Our partners are: Colour Hive, Material Lab, Materia, 

Trendease International & CELC Masters of Linen. 

•MoOD Tech 

MoOD Tech has expanded this year and unites companies 

with an offer in the field of technology, new techniques, 

processes, materials, yarns for technical textiles,...

38 

HTE 

EVENTS 

•Launch Pads 

Startup businesses and designers that have been in the industry 

for five years or less take the spotlight at MoOD. Launch Pads is 

the place where you can find new talent, fresh approaches to production, 

new materials, novel concepts and even new suppliers 

you didn’t know you were looking for: talent scouted by Jennifer 

Castoldi and the Trendease Team. 

Next Wave – a trend theme and a blog 

Because we believe that trends come in waves and that the next 

wave will have the impact of a tsunami, the trend theme was baptized 

‘Next Wave’. In addition to the familiar predictions about 

colours and materials, we will also touch on some sensitive topics. 

The need to focus on specific target groups for example. 

Or the social changes that are looming and that may affect our 

sector in the long term. Take Chiangchou for example, a movement 

in China that drives people away from the city and into the 

countryside. 


39 

New: Follow the trends on the MoOD+Indigo 

blog curated by Trend coach Niek De Prest. 

Surf the next wave: moodbrussels.com/en/ 

blog. 

Trends presentation will be turned 

upside down 

For the first time, there will be no fabric samples 

by exhibitors on the trend platform. The 

most important trends that will definitely influence 

the future of living and working will be on 

display. Trends cannot always be materialized 

with samples. MoOD wants to create a different 

kind of interaction. A ‘Future Dome’ will 

be built for this purpose, immersing the visitor 

completely in a possible future. 

Show up! 

“In the digital age, trade fairs continue to 

play an important role,” according to Patrick 

Geysels, General Manager MoOD+Indigo. 

“Visiting trade shows remains the most popular 

way to stay up-to-date when it comes to 

sector related news. This is stated by 88.5% 

of the visitors in the 2017 post show survey.”

42 

PROFILE 

HTE 

Trevira and imat-uve introduce 

new 3D flat knitting technology for 

automotive interiors 

Trevira and imat-uve 

have found a way of 

producing anatomically 

contoured seat covers 

and trim components 

for vehicle interiors. 

Bobingen – Trevira, one of the market leaders in 

polyester yarn manufacture, and the development services 

company imat-uve have together achieved a milestone in 

textiles design: the use of 3D flat knitting technology for 

automotive interiors. In a jointly developed process that 

unites innovative yarn technologies with cutting-edge connection 

and finishing techniques, Trevira and imat-uve have 

found a way of producing anatomically contoured seat covers 

and trim components for vehicle interiors. Why is this 

important? The answer lies in the way it’s done. Because 

the technology uses just one knitting process rather than 

several, manufacturers can reduce their production and 

materials costs, as it’s no longer necessary to cut and assemble 

the fabrics. But the new invention is not just cost-effective 

– the flat knitting technique means that it’s now possible 

to personalize design and function to a much greater 

degree, representing another important step in the direction 

of on-demand production. 

Trevira and imat-uve are the first companies to develop 

such a sophisticated application of the knitting process for 

use in vehicles, thanks to imat-uve’s innovative processing 

and finishing technique which deploys a low-melt yarn 

specifically developed by Trevira. The collaboration has resulted 

in a high-performing knitted product which satisfies 

even the most demanding criteria in terms of quality and 

comfort. The VDA 230-210 standard velcro test carried out 

by imat’s testing laboratory found that the product was extremely 

abrasion resistant. The 3D flat knitting technology 

even means that areas known to be vulnerable, such as the 

seams on seat covers, can be strengthened in the course 

of the same single knitting process. Another benefit of the 

technology is its contribution to sustainable manufacturing. 

Not only does it work on the zero waste principle, but the 

knitted fabric itself is manufactured entirely from yarn made 

from PES recyclates. 

Thomas Rademacher, Head of Development at Trevira, explains 

why the collaboration was so successful. “The development 

company imat-uve came up with a new breakthrough 

technology, while here at Trevira, we contributed 

our own recycled yarns and a new low-melt yarn we’ve developed 

based on synthetic fibers, which provides a stabilizing 

effect. Together we have created a highly sought-after, 

top quality product for automotive interiors. Flat knitting will 

now be the go-to technology for vehicle interiors – in the 

future, it will be impossible to imagine life without it.” 

Hans Peter Schlegelmilch, imat-uve’s CEO, pointed out the 

especial benefits of the new technology for vehicle manufacturers 

and their suppliers. “The 3D flat knitting technology 

doesn’t just make it possible to save time and money on 

production. It also opens up a whole new world of personalization 

for end consumers. We are extremely pleased that 

with Trevira as our partner, we have been able to take this 

significant step towards the future of automotive interiors.” 


44 

PROFILE 

HTE 

The new architecture 

of transparency 

New patterns 

produced on the 

HKS 3-M are 

inspiring the 

Turkish net curtain 

sector 

The RJPC 4 F-NN jacquard raschel machine with 

fall plate, the RSE 4-1 raschel machine and various 

types of high-speed tricot machines can be used to 

produce warp-knitted fabrics for the net curtain sector. 

In Turkey the growth in sales of tricot and raschel 

machines has been stable over the last two years in 

particular. 

Patterned fabrics for the embroidery sector 

Turkish warp knitting companies in the net curtain sector 

are continuing to record good sales levels - of embroidery 

tulle in particular. Established types are the 

three-stitch, hexagonal tulle produced on high-speed 

tricot machines, but especially powernet fabrics produced 

on the RSE 4-1 in a gauge of E 32, with a beam 

mounting arrangement of 4x30” and a working width 

of 192”. Efficient raschel machines are experiencing a 

real boom. “Last year, we sold considerably more RSE 

4-1 machines than expected,” confirms Roland Kunze, 

the Managing Director of KARL MAYER’s agent, ERKO. 

The HKS 3-M is another successful machine for producing 

embroidery grounds. This high-speed tricot machine 

produces open embroidery fabrics with a wide 

variety of ground constructions. These are in high demand, 

since the volume and range of designs for em- 


45 

broidery grounds are increasing all the time. Bastian Fritsch, 

a Senior Sales Manager at KARL MAYER is, therefore, certain 

that, “The main trend towards using the HKS 3-M will continue.” 

The HKS 3-M is also being used successfully to produce 

upholstery fabrics. 

In addition to the high demand for embroidery grounds, another 

trend, which started in the embroidery sector itself, 

is fuelling the high demand for warp knitting machines. 

Following the motto of “Produce it yourself rather than buy 

it in,” conventional embroidery companies are increasingly 

making the move into warp knitting technology. The reasons 

for expanding capacity are obvious: the market outlook is 

positive, in-house production reduces the risks associated 

with quality issues and delivery times, and warp knitting 

is more efficient than weaving. The structure of the fabric 

is also more stable, which makes it more resistant to yarn 

damage during the embroidery process. 

Delicate net curtains with integrated patterns 

As well as producing fabrics for the embroidery sector, highspeed 

tricot machines can produce patterned net curtains 

– a potential that is being exploited more and more. “Net 

curtain producers are all looking for something new and 

have plenty of ideas,” says Roland Kunze. The latest developments 

mainly relate to the production of lightweight, 

transparent nets featuring a variety of grounds and integrated 

patterns. KARL MAYER developed such a collection of 

fabrics on an HKS 3-M machine in a gauge of E 28, and 

presented it at the ITM 2018 exhibition. With a weight of 

about 50 g/m², the voile fabrics are extremely light. Dense, 

striped, relief-like pattern blocks run across the fine, transparent 

ground. The ground has an attractive, silky shimmer. 

With its matt/shiny and thick/thin contrasts, the design ensemble 

is produced in a piece by the types of lapping and 

yarn used. To create the ground, a fine polyester monofilament 

yarn with a trilobal cross-section was processed in GB 

2 and GB 3 in a pillar stitch and 3-needle inlay construction 

– which is typical of voile. This particular fibre shape creates 

a soft, shimmering effect. The pattern blocks are produced 

from a much thicker polyester multifilament yarn in a 2 x 

1 or 1 x 1 lapping. The yarns are textured yarns, so that 

they rise up from the delicate ground to create a full, matt 

look. The product developers at KARL MAYER created seven

46 

HTE 

PROFILE 

patterns in this style. The variations were produced 

by changing the design of the grounds 

and pattern bands, which can be modified by 

changing the threading-in arrangement, the 

width and the location. 

The HKS 3-M was demonstrating the production 

of this type of pattern on KARL MAYER’s stand 

at the ITM 2018 fair in Istanbul – a demonstration 

that attracted a large number of visitors. 

“The market is demanding more and more patterning 

possibilities,” observes Roland Kunze. 

The HKS 4-M, which is available with and without 

the EL facility, will become increasingly interesting 

for customers. 

Popular jacquard net curtains are 

booming 

With its wide production repertoire, the RJPC 

4 F-NN has been widely used by Turkish manufacturers 

of net curtains for many years. This 

jacquard raschel machine with fall plate is ideal 

for producing chunky fabrics with a handmade 

look, as well as delicate, filigree, lightweight 

curtains. “Roughly 300 jacquard net 

curtain machine are currently operating on the 

Turkish market and all of them are working to 

capacity,” says Bastian Fritsch. These fabrics, 

with their intricate, 3D jacquard patterns, are 

exported mainly to eastern Europe and Iran, as 

well as to western Europe, the USA, and recently 

to the first customers in India. 

There is also a demand for more and more 

new alternatives for producing jacquard net 

curtains. “Customers are looking in particular 

for ways of producing grounds in a wider variety 

of patterns,” says Roland Kunze when summarising 

the feedback he had received from 

talking to net curtain producers. 


50 

TRENDS 

HTE 

2019/2020 

Trends by 

Milou Ket 

Milou Ket is a world famous Dutch designer and trend 

forecaster. She helped many world famous events and 

brands to set their trends and to develop their new 

collections. We conducted an exclusive interview with 

her at the eve of MoOD+Indigo, and Maison & Objet 

fairs to have an indepth view on 2019/2020 trends. 

Introduction 

Milou Ket gives insight in her new Interiors book, 

edition 2019/2010. In the book the most influential 

international themes are shows. The book contains 

both summer and winter themes. For weavers, printers 

and spinners there is have a special box developed 

with colors, meant for the interior, contract and 

hospitality market, where cotton yarns are dyed after 

specification. This is a separate product, but there are 

also offered extra skeins on request to go with this 

book. Besides that, there is a list of the compatible 

Pantone® cotton colors. 

Every theme is shown with its corresponding color 

card, plus more than 150 inspiring materials that 

match the themes in color and character. At the 

end of the book is a list of sources, designers and 

manufacturers that are featured in this Interiors book. 

The interest to explore innovation and sustainability 

will continue. The research for alternative resources 

has become so urgent, that it is high on the agenda. 

The design of products is more in the background. 

Color has been more accepted. 

Textures have become even more important, aged 

and worn aspects provide warmth, and familiarity to 

the interior. We see traces of wear and use. Nature 

remains a strong source of inspiration. In general the 

interior has become more colorful. White is important, 

but we see also some cool pastel colors. They can 

be combined with the range of fresh pastel colors, 

and even with an accent of the bright colors. Dark 

moody colors are accepted, as paint color but also for 

furniture, especially for velvets. 

The first theme, with light and cool neutrals and some 

refined pastel colors, is called “Urban Tranquility”, to 

create a quiet environment to relax and unwind. The 

second theme, “Soft Focus”, is influenced by fresh 

pastel colors, for geometric or more organic design 

with a friendly and rounded character. The third 

theme, called “Beyond Borders” is based on the mix 

of influences from all over the world. Deep, warm 

colors prevail, but also materials are rich, such as 

velvet. In the fourth theme “Color Matters” bright and 

primary colors are combined with black and white for 

ideas inspired by Pop- and Op-Art and the Memphis 

movement. In the theme “Vintage Green” green shades 

from nature are combined with the colors of oxidized 

steel and affected wood from the industrial age. In the 

theme “Eclectic Heritage” we see how opulent and even 

baroque elements are combined with historic ideas 

from the Dutch Golden Age, Art Deco and ideas from 

the Curiosity Cabinet for an eclectic retro mix, with a 

dark background in combination with more brilliant 

colors. 


51 

1. Urban Tranquility 

The first theme is called “Urban Tranquility”. In the future 

the majority of people will live in an urban environment. 

It is a continuation of our previous themes to seek 

tranquility, calm and serenity, to protect us from the noise 

from the outer world. A place to relax, to wind down 

and to unplug. We are looking for a protective, cozy and 

quiet atmosphere, inspired by Scandinavian style. Often 

it is inspired by nature, and natural phenomena like the 

weather, the tide, clouds, oxidation, landscapes etc. 

The colors are light and cool, but do not make a cold 

impression because textured materials play such a big 

role, especially textiles, but also wood, felt, leather, suede, 

stone, carpets, hides and fibers. We appreciate one-of-akind 

products and cherish imperfect shapes and effects 

because of handmade products and effects. Comfort is 

important, lots of products have acoustic properties, show 

padding, and are airy and lightweight. The shapes are often 

rounded and soft, with small graphical outlines. Furniture 

should be versatile. Often unexpected or accidental 

oxidation, the effect of time and weather determines 

the appearance of products, marbling, stone and natural 

effects. 

Colors 

We will see slightly more color in the interior, especially 

because of the importance of powdery pinks to evoke 

a friendly and warm effect. Actually, it is more a range 

of colored neutrals. Because there are so many surface 

effects, we will see subtle color changes. As colors we see: 

Pearl Grey, White, Off-White, Light Powder Pink, Dusty Pink, 

Lilac Light Blue, Light Jade, and Light Beige. Black and 

white will continue, but will be applied in a subtle way with 

finer lines.

52 

HTE 

TRENDS 

2. Soft Focus 

The second direction is called “Soft Focus”. It is a 

simple, feminine and friendly style with soft, rounded 

shapes. It is about fresh pastel colors, sometimes 

with a touch of fluor to highlight and often combined 

with white or light neutral colors as a base. Gradients 

and watercolor effects remain important features 

of decoration. Also here we see spots and stains 

and marbling effects, kind of accidental material 

effects. Also the shifting in color on certain materials 

plays a role. Artificial, synthetic materials are more 

important than natural materials, like dichroic glass, 

rubber, silicone, plastic, resin, porcelain, foam etc. It 

is more about tone-in-tone color combinations than 

heavy contrasts. Flower motives play an important 

role, especially for bed textiles, curtains, pillows etc. 

There are interesting possibilities for customization 

because of digital printing of carpets, wallcoverings, 

and other products. Opposing hard and soft shapes 

and materials, and round and square shapes give an 

interesting effect. Metal wire furniture is suitable for 

indoor-and outdoor use. 

Colors 

In this direction we see fresh pastel colors. They are 

cheerful, reminiscent of flowers, fruits and candy. 

Also here the pink shades are the most important. 

Now the pastel colors have been accepted in the 

interior. They are often combined with white and 

other light neutral colors. Sometimes fluor touches 

are added for extra effect. As colors we see Candy 

Pink, Lilac, Blush, Pastel Rose, Pale Lime, Pastel 

Yellow, Fresh Pastel Blue, Fresh Pastel Green. These 

pastels are also combined with darker shades, but 

mostly tone-in-tone. 


53 

3. Beyond Borders 

In this styling direction we see a combination of ethnic 

influences, as before, but combined with traditional or 

Mid-Century furniture in warm deep colors reminiscent 

of velvet, in autumn colors. Souvenirs from our travels 

are part of the interior. It is more just a single object 

than a complete ethnic interior to obtain this bohemian 

effect. We see oriental influences, especially hand-made 

products such as porcelain, textiles, shibori and certain 

colors such as indigo and other, oriental inspired color 

combinations, etc. But we see also Moroccon inspired 

influences in neutral colors such as grey, black and 

brown on a light ground. We see a revival of the art and 

crafts movement with interest in unique handcrafted 

products. Local products will be appreciated again, like 

Scottish checks, tweeds and traditional textiles, but 

also Toile de Jouy, but they should be applied with a 

twist, for instance partly eroded, or recolored in a totally 

unexpected way. Cheerful African inspired products like 

plastic wire furniture and colorful batiks also play a role. 

Colors 

In this direction the colors are warm and rich. They are 

also typical velvet colors for a rich Bohemian effect. 

The colors are: Purple, Blue Green, Indigo Blue, Burned 

Sienna, Brick, Lacquer Red, Deep Red and Warm Brown. 

Brown is the most important ground color, but we see 

quite a lot of warm shades such as Burned Sienna, 

Brick, and two shades of red. Because the materials are 

very lively and show a pile, it looks like they consist of 

different shades. Off-white is used as ground color for 

Bohemian products in a Moroccan style, in combination 

with grey, black or brown.

54 

HTE 

TRENDS 

4. Color Matters 

In this style direction we see bright Pop Colors, 

inspired by Modern Art, the Memphis Movement 

and Dutch style direction “De Stijl”, often in primary 

colors with black and white accents. Manmade 

and synthetic materials are important, especially 

glass, rubber, metal, silicone and plastic. Graphical 

effects, enlarged pixels, facets and geometric ideas 

in bold color combinations prevail and also ideas 

from Pop Art and Optical Art show up. Colored glass 

products are popular, often in overlapping colors. 

Mirrors are treated with paint or oxidized to evoke an 

interesting effect. Grading of color is still an important 

feature. Adaptable color effects with LED’s give a 

contemporary feel. We see iridescence and products 

that are executed in different colors. Shapes are 

rounded and friendly. Knitted materials offer a lot of 

new possibilities and are applied in stools and also in 

chairs. Furniture should be versatile, and should be 

easy to adapt to different situations and changes in 

lifestyles. We see speckled and marbled surfaces and 

accidental designs. 

Colors 

The colors in this theme consist mainly of bright 

cheerful colors, often to be combined with black and 

white as an accent, reminiscent of the Pop Art and 

Op-art period and the Memphis Movement. As colors 

we see: Fresh Orange Red, Bright Pink, Orange, Sunny 

Yellow, Bright Lime, Cobalt Blue, Grass Green and 

Bright Purple. They may also be applied for outdoor, 

summery products or as an accent in combination 

with the other color cards. Color is often applied tonein-tone. 

Gradients of color remain important. 


55 

5. Vintage Green 

There are two main ingredients that determine 

this style direction: Vintage ideas, products that 

are old and affected, aged and worn, with an 

industrial history, are combined with products that 

are inspired by Nature. Mainly in different shades 

of green, but also the colors of oxidized steel and 

affected wood. Botanical ideas from natural history 

books with flora and fauna remain important, but 

they take on a more historical character. Ideas from 

colonial times with palm trees, old engravings, or 

landscapes are shown as complete murals, made 

possible because of digital printing. Already for 

quite some time, we see how jungle prints with 

large foliage and exotic birds like parrots and 

parakeets remain popular. Now they become even 

more exotic, with pictures of monkey’s, tigers, lions 

and other exotic animals, and show up in different 

products, not only on textiles, but also on plates for 

instance. Also insects, ferns and more abstract ideas 

like the weather or oxidation are popular subjects. 

There is also interest in Chinoiserie. 

Colors 

This color range consists of different shades of 

green, inspired by Nature. But also the color of 

oxidized metal and affected wood are important. 

As colors we see Moss Green, Lime, Light Green, 

Yellow Green, Warm Brown, Dark Olive Green, 

Bronze Green, and Spruce Green. In the exotic 

interpretations these colors will be also combined 

with brighter colors as an accent, such as bright red 

and pink, but also yellow, blue and turquoise. We 

also see a revival of the arts and crafts movement, 

especially the artist William Morris, who fits well into 

this theme. Last year we have shown also shades of 

blue in this theme. They are still valid.

56 

HTE 

TRENDS 

6. Eclectic Heritage 

In this direction it is all about moody, quite dark 

colors for a historic and more traditional inspiration. 

It can be quite opulent as well, almost with a baroque 

effect. We see influences from the Dutch “Golden 

Age” with ideas from the old masters that are 

translated into contemporary wallcoverings, murals 

and textiles with flower bouquets on a dark ground. 

Still we see influences from the Curiosity Cabinet 

with all kinds of collections of natural history objects. 

Animals are depicted on different products, like 

showing human traits. Also other classical products 

are transformed to fit a modern lifestyle, often applied 

with a twist. With the popularity of metallics, we see 

an interest in Art Deco design, emphasized by thin 

metallic lines. There is also interest in black and white 

in old engravings, cityscapes or fragments of classical 

buildings and sculptures. Galaxies, shifting of color in 

materials, aurora borealis and other dark grounds with 

bright accents also play a role. 

Colors 

Here dark and moody colors prevail: they shine like 

stars in the night, against a dark background. As 

colors we see: Dark Oxblood, Deep Purple, Night 

Blue, Emerald Green, Peacock, Chocolate Brown, 

Taupe Grey and Black. Ochre, gold and messing are 

important combination colors. Metallics still play 

an important role, the give a luxurious touch and 

evoke sometimes an Art Deco Mood. In the interior 

dark colors as paint colors are now quite accepted, 

they convey an atmospheric mood. Velvets and also 

carpets with a pile, give lively color effects. 

Contact: www.milouket.com 

Studio@milouket.com 

Agent: didem@fabricconcept.com 


60 

HTE 

SURVEY 

Textile retail in Turkey: 

Industry shortcomings and 

development zones 

The textile export makes a significant contribution to Turkey’s 

GDP, but what about the domestic sales? A recent study by 

4Service Group showed that the textile manufacturers have a lot 

to grow and thereby increase sales, hence to enhance the level of 

service at outlets. 


62 

HTE 

SURVEY 

The international research company 4Service 

Group continues the Retail Service Quality 

Index project (hereinafter referred to as 

ReSQ Index 2005), the main task of which 

is to evaluate and compare the quality of customer 

service in the stores of large Turkish companies. 

This time 4Service specialists studied how things 

are in Turkish textile retail. 22 inspections were 

carried out in 22 locations of the both domestic 

and international brands. These were the following 

stores Bellona, Chakra, English Home, Home Sweet 

Home, Karaca Home, Linens, Madam Coco, Özdilek, 

SAREV, TAÇ, and ZARA Home. 

Negative NPS is a bad signal 

NPS (Net Promoter Score) is the index of customer 

loyalty, one of the most important indicators of service 

quality, namely, the readiness of the client to 

recommend institution to his friends and relatives. 

The study showed that the industry as a whole has 

a negative NPS: -18.18. Every third person in the 

industry faces a bad service, and more than 30% 

of consumers become critics after shopping. Why is 

this happening? Let’s consider the standards implementation 

by the retail stores. 

By Mert Gırgıç 

4Service Türkiye Direktörü 

m.girgic@4service-group.com 


13.

64 

HTE 

SURVEY 

In the industry the standards as a whole are fulfilled 

by two thirds, by 58%. It is impossible to say that 

there is a certain leader, that someone fulfills the 

standards by zero, and someone by 100%; the service 

is evenly average. The objective index ranges 

from 40 to 80 points. The service indeed is uniformly 

bad everywhere. But it also gives a hint: the one 

who will be the first to start the service, begin to 

introduce the tools of the mystery shopper; this one 

will receive all the creams. The buyers in Turkey are 

not spoiled by good service, their expectations are 

understated. 

The operational standards are fairly well performed 

on the industry by 80%. This means that the company’s 

management controls the implementation of 

the main service standards: 

- appearance and behavior of employees; 

- appearance of trade hall. 

According to these parameters, the stores demonstrate 

equally high rates. The situation is much 

worse with the service standards: 

- Greeting, establishing contact; 

- Identification of needs; 

- Demonstration of the goods; 

- Work with objections; 

- Active sales; 

- Completion of communication. 


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66 

HTE 

SURVEY 

In every second case the standard is not met; this index 

is only 51%. The control purchases in each brand store 

showed that the locations do not greet the customers at 

all; these are Linens, English Home, Madam Coco, Karaca 

Home. At the same time in Chakra these standards are performed 

perfectly. 

Meanwhile, it should be noted that for Turkish retailers, the 

situation is typical when the companies invest in staff studies 

and trainings. But there is a large development zone: 

this is the motivation to fulfill service standards. If you ask 

the employee to talk about the product, he will do it, but he 

will never take the initiative first. This is the problem of the 

entire industry in the country. 

Today it is not exactly the right tactic to invest in trainings 

on the characteristics of products. The product lines are updated 

too often, so that the staff training could be justified. 

Today, the leading companies are focused on how to teach 

employees to look for the information and to provide it to 

the client. This can be catalogs, stickers, with which you 

can provide the necessary information to the buyer. It is 

important to motivate the staff precisely for these actions: 

to find information and encourage them to purchase. 


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68 

HTE 

SURVEY 

Additional sales: in big minus 

Active sales are the most important aspect of service. 

The study showed that employees of most stores are not 

motivated and do not actively offer products from an additional 

range. In the industry as a whole, this index was 

35, almost perfect, with an index of 90 this standard is 

performed in the Chakra chain, 80 at Bellona stores. The 

rest of the outlets showed a score of 50 or lower. Control 

measures showed that three brands are not interested in 

sales through the service; these are Madam Coco, Zara 

Home, Karaca Home. Additional sales are especially important 

for the textile industry, because here it is easy to 

implement, but these facts indicate that the industry in 

Turkey has not yet been formed. 

In order to increase profitability, the companies can use 

an extensive, simplest path of development, opening 

new sales points, or an intensive path of development 

while increasing the efficiency of employees. Choosing 

an intensive path of development, it is extremely important 

to involve the Mystery Shopping tools. Those companies 

that would be first, who launch Mystery Shopping 

tools, introduce them into the system of staff motivation 

to meet the standards, will be able to significantly increase 

the profitability of their business. 

It is expected that the focus on sales in the service of 

Turkish retail is on the last place. The employees are 

not interested in the additional sales and business development, 

but they are focused mainly on a polite and 

benevolent attitude. One could say that here you can see 

the mentality: sellers try to be unobtrusive. But there is 

still another question: why employees do not offer goods 

in the process of communication? 

Subjectively, the clients expect more. Mentality cannot 

hide the non-compliance with standards, because the 

subjective index of 69 indicates a low percentage of customer 

satisfaction. Obviously, the customers want more 

attention. 

At the moment, there is a problem in textile retail with a 

focus on sales, and this is confirmed by minus NPS and 

quality standards compliance. The service disadvantages 

revealed during the control measurements are special 

cases, however in the industry there are obvious negative 

trends, which should be noted. 


70 

HTE 

SURVEY 

The companies have a large amount of lost revenue from 

due to the fact that they do not work with additional sales. 

In the textile sector, as in no other, there are a lot of related 

products: bedspreads to bed linens, decorative pillows, 

detergents. The purchase in a textile store is a priori a complex 

purchase, and this must be taken into account. 

Trade chains need to implement Mystery Shopping tools, 

include it in motivation, continue training of personnel, but 

with an emphasis on information search, on communication 

modules, client-orientation. It is important to monitor 

the service quality at outlets and to assess its impact on 

financial performance. 

ReSQ Index methodology 

Information collection is made by Mystery Shopping methodology. 

Its core lies in the visiting of service organization 

by specially trained people who act as ordinary customers 

(mysterious shopper), in order to assess the service quality. 

The collected information is recorded in evaluation forms 

that include the parameters of the service evaluation. The 

parameters have an objective and observable format, they 

are also more subjective and reflect the impression of mysterious 

shopper that they made a control purchase. The 

methodology of this project is a simplified version of the 

commercial program Mystery Shopping. 

Each wave of ReSQ Index is devoted to one retail industry. 

The results of the research include ratings of the companies 

on the overall service quality, comparison of the main 

service parameters, diagnostics of service quality on this 

market, taking into account the main components of the 

service, as well as the selective comments of mystery shoppers. 


72 

HTE 

EVENTS 

The heart of Turkey-Sino relations 

bet at ‘China Homelife’ show 

Being one of the largest 

platforms in the Euroasia 

region for developing trade 

relations and organized 

by Sinerji Fair Company 

‘China Homelife Turkey’ 

fair was held at Istanbul 

Expo Center with the 

participation of 800 

Chinese companies. 

Organized for the fourth time last year the fair 

had hosted 450 Chinese companies and 12 visitors had 

toured the show. This year the show grew tremendously 

and hosted around 800 exhibitors who welcomed over 

15 thousand professional visitors. The show covered an 

area of 12,750 square meters. 

There were VIP buyers’ delegations coming from Anatolia 

and Euroasian regions. The China Homelife fair is held in 

11 countries every year including Turkey, Poland, Mexico, 

Egypt, Brazil, Jordan, South Africa, India, Kazakhstan, 

UAE and Iran to host over 200 thousand visitors altogether. 


Passed all controls to 

comply with Turkish 

standards, a wide variety 

of products over 50 

thousand in the groups 

such such as textile, 

clothing and accessories, 

home textiles, construction 

materials, hand tools and 

hardware, home appliances, 

electric home appliances, 

furniture, electronic goods, 

giftware, glassware, kitchen 

and bathroom fixtures, 

food, logistics, machinery 

equipment, led and 

lightening products were 

exhibited successfully. 

73 

Gülden Parlak, International Relations Manager of China Homelife Turkey explained the importance of the fair for Turkish- 

Sino relations and stressed, “The importance of the Silk Road, which has a history of hundreds of years, has been increasing 

more. Especially enlivening of the Silk Road again, Turkey’s being the founding member of Asia Infrastructure 

Investment Bank, constitute the background of agreements to be accorder with China in the future. Our fair also offers 

business opportunities for the business people in the east and west axle. We are proud of assuming a leading role in this 

project through our show.”

74 

HTE 

PROFILE 

Güçlüpol speeds up 

textile machinery 

production 

Güçlüpol, which produced 

machine spare parts in the 

early years of its foundation, 

concentrates on textile machines 

production by taking into 

consideration in problems of the 

machine industry. 

Manufacturing machines for finishing of knitted 

and woven fabrics in line with demands of its customers 

since its foundation in 2010, Güçlüpol has been continuing 

to meet the needs of the sector. 

Highlighting that their first priority was customer satisfaction, 

Ejder emphasized on keeping working without 

slowing down. 

Aşkın Ejder said “Founded in Bursa in 2010 our firm 

renders services with a professional working team. 

Güçlüpol, which produced machinery spare parts, 

polyurethane cylinder coatings, rubber cylinder coatings, 

complete metal cylinder manufacturing in the early 

years of its foundation, concentrates on textile machines 

production by taking into consideration in problems 

of the machine industry. We have been producing 

100% domestic Calender Machines, Hot Melt Poliüretan 

Lamination Machines, Pad – Batch Dyeing Machines and 

Embossing Machines in closed area of 1000 m²” 


“We provide all kinds of possibilities to our 

customers with our product variety” 

75 

As a leading brand in manufacturing quality domestic 

machinery Güçlüpol has been using Calender and Holt 

Melt Poliüretan Lamination machines for R&D activities. 

The most demanded products of the firm are Calender 

and Hot Glue Lamination Machines. The company has 

speeded up producing the Hot Melt Machines after a 

one-year R&D studies. 

Informing us about the hotmelt lamination techniques, 

Aşkın explained, “Hotmelt Lamination is one of the 

latest technologies used in the technical textile applications. 

It is applied in technical textiles used in garments, 

medical textile applications, shoes, bags, automotive, 

and the building industry. Through the technical textile 

applications the lamination of membrane fabrics, aleze, 

bedspread for patient, artificial leather, micro polyester 

woven goods, interlock (bonding), micro polyester polar, 

non-woven lamination can be made. Upon customers 

requests, we make fabric experimental works, too in our 

firm. 

“Our priority is customer demand, our target is 

increase the export” 

Güçlüpol has been rendering quality and quick service 

by making no concessions to customer satisfaction and 

quality. Güçlüpol has been rendering quality and quick 

service and maintaining good relations with its customers 

without making any concessions from customer satisfaction 

and quality. Aşkın Ejder, Accounting and Marketing 

Executive of Güçlüpol said “We have been developing 

reliable, long lasting and permanent relations with our 

customers and suppliers. We believe our position in the 

industry will be permanent in the light of our corporate 

values.” Remarking that they make production upon 

request Ejder said, “We have been rendering services 

over the customer expectations in accordance with developing 

technology and changing customers needs. Our 

priority is customer demand, our target is increase the 

export. We are progressing on the way to be a permanent 

brand which is open to changes of the time and can 

renew itself. 

Güçlüpol places importance on trade fair participations 

too. Participating in the International Textile Machinery 

Fair in 2016 and 2017 the firm will crown its concern for 

exports by participating in fairs in the years to come.

76 

HTE 

PROFILE 

“Press and Emboss” 

era in wallpapers 

Veika, a Lithuanian wallpaper producer, has a 

new printing technology named Dimense, a technique 

that is able to make both printing and embossing operations 

simultaneously. Thus, both patterns and reliefs 

keep their original position. 

Before Dimense technology, first printing was done then 

it was embossed to produce the 3D effect. Since forms 

that can be used are very limited, some problems were 

faced to produce the end effect perfectly. 


77 

Thanks to the simultaneous print and emboss operations, 

producers become more liberal while developing 

new forms and colors in wallpapers. Besides, the speed 

of printing/embossing process can reach up to 20 sqm 

per hour. Producers can proliferate their offerings and get 

more business. 

The technique also has another advantage for small 

amount of orders, since there is no need to use separate 

rotation cylinders for printing, so new designs can also be 

produced and tested fast. 

Your prints become 3D with Dimense technology 

A team of 25 R&D personnel has worked for several years 

to develop large format 3D printing press named Dimensor 

in Veika, which uses environment friendly Ecodeco wallpapers. 

160 cm wide material can answer all demands for 

printed wallpaper needed in the market. They are used 

indoor applications safely because they contain no PVC. 

They have variety of brightness levels and different thicknesses. 

Dimensor, by using latex dye that is odorless, and scratch 

free healthy, offers unique applications. Dimense printing 

technology is ideal not only for indoor applications but 

also other usage opportunities in outdoor and packaging 

applications having extra feel of reality and 3D designs. 

You may contact with Pimms Group for more information 

about Dimense technology and large format 3D printing 

press Dimensor.

78 

EVENTS 

Turkish home textile trends 

HTE 

discussed 

The leading representatives of the home 

textiles industry attended the meeting hosted 

by CNR Holding Chairman Ceyda Erem 

TETSIAD President Ali Sami Aydın said that the Turkish home 

and contract textile industry had a significant place in the 

world. Aydın emphasized that many countries, mainly the USA 

and the Far East, preferred the Turkish products 

Istanbul Trade Fairs which operates under the leading exhibition 

company CNR Holding continued holding sectoral 

meetings in Istanbul with its trade partners. Istanbul Trade 

Fairs organized the “Latest Trends and Exporting in the World 

Market” meeting in cooperation with Turkish Home Textile 

Industrialists and Businessmen Association (TETSİAD). CNR 

Holding Chairman Ceyda Erem hosted the event where CNR 

Holding managers came together with their important trade 

partners in Turkey’s most comprehensive trade fair on home 

textiles. The contribution of exhibitions to the industry, to 

the export volumes of the country as well as the participating 

companies, and the history of the Turkish home textiles 

industry were among the several topics discussed. 

We will write a brand new success story with 

Home&Tex Exhibition 

Speaking in the meeting, CNR Holding Chairman of the 

Executive Board Ali Bulut said that with over 50 exhibitions 

organized each year, they had been serving the industries, 

the Turkish economy, and the exporters. Adding that 18 

holding companies had brought 195 thousand international 

buyers in 2015, 202 thousand in 2016, and 278 thousand 


79 

(From left to right) Ali Bulut, Ali Sami Aydın, and Prof. Dr. Emre 

Alkin have made valuable additions to the meeting organızed 

at the WOW Istanbul Hotel Congress Center. 

in 2017, from 160 countries to the exhibitions they organized, 

Bulut said, “We will continue our success in the coming 

years.” 

Reminding that EVTEKS Istanbul International Home Textiles 

Exhibition, which they had been organizing together with 

the representatives of the home textiles industry, would be 

launched for the 25th time next year, Bulut said, “We initiated 

our EVTEKS Exhibition on an area of 10 thousand square 

meters, and today we are pushing 150 thousand square 

meters hosting more than 1000 exhibitors. There is a long 

waiting list for the exhibition visited by more than ten thousand 

international professional buyers. Now Home & Tex 

Home Textiles and Decoration Exhibition is organized as 

a sister exhibition to EVTEKS. Home & Tex will be held on 

26-29 September 2018 and will catch up with the success 

of EVTEKS. Home & Tex will write new success stories.” 

We will bring procurement committees from 

Ethiopia 

Bulut underlined the fact that expanding their operations 

on the international platform was on their agenda and that 

they would take serious steps to embark on business in the 

USA, Africa, and the Balkans. Bulut continued his words as 

follows: 

Bülent Akarcalı 

“This year, we made arrangements to bring procurement 

committees from the Balkans and Africa to Turkey beginning 

in September. We will go to Ethiopia first for the procurement 

committee organization. We will proceed by organizing 

home textiles and furniture exhibitions in Miami, USA 

next year. These exhibitions will introduce Turkish companies 

to the US and South American markets where they will 

meet new customers.” 

Many countries prefer Turkish products 

Turkish Home Textiles Industrialists and Businessmen 

Association (TETSİAD) President Ali Sami Aydın said that the 

industry had a significant place in the world. Aydın emphasized 

that many countries, mainly the USA and the Far East, 

preferred the Turkish products and stated that the exhibi-

80 

HTE 

EVENTS 

tions organized by CNR had a tremendous contribution to 

this achievement. Declaring that as the home textiles industry 

they aimed to increase last year’s export volume of 

3 billion dollars to 3.3 billion dollars this year, Aydın said, 

“We have achieved great success with EVTEKS Exhibition. 

We will continue this success with many novelties at Home 

& Tex Exhibition in September. Given the latest increase in 

foreign exchange rates indicating the possibility of a shrinking 

domestic market, we once again see how crucial exporting 

is. Home&Tex will be a huge opportunity for increasing 

exports.” 

Public Diplomacy Begins at the Exhibitions 

Prof. Dr. Emre Alkin in his presentation on the Turkish economy 

said that political rather than economic decisions had 

shaped Turkey’s position, adding, “Therefore, how we are 

perceived abroad comes to the forefront. No matter how we 

promote ourselves, ultimately there is an existing perception 

of Turkey. For this reason, we need to initiate long-term 

public diplomacy. The place where this public diplomacy 

begins are the exhibitions since they are the places where 

we spend the most time with the buyers. In this sense, we 

can say that the businesspeople sit right in the center of 

public diplomacy.” 

Former minister Bülent Akarcalı, an attendant in the meeting, 

said that the textiles industry had been a significant 

contributor in the present achievement of Turkey. Akarcalı 

continued adding, “Taking the latest developments in the 

economy into consideration, the Turkish textiles industry 

will once again be the locomotive industry 


82 

HTE 

EVENTS 

Intertextile Intertextile Shanghai Shanghai 

Home Home Textiles Textiles to to host host 

global global home home and and contract contract 

textile textile sectors sectors 


83 

Organized by Messe Frankfurt (HK) Ltd; the Sub- 

Council of Textile Industry, CCPIT; and the China 

Home Textile Association (CHTA), Intertextile 

Shanghai Home Textiles is Asia’s leading home 

textile event which will be held at the National Exhibition 

and Convention Center (Shanghai), Shanghai, China, 27- 

30 August 2018. It is a dynamic platform for industry 

professionals to source and to gain design inspirations 

through the conveniently structured product displays and 

the fringe program. In 2017, 1,096 exhibitors from 30 

countries and regions, 38,964 visitors from 99 countries 

and regions joined the event. 

Over 1,000 suppliers from around 30 countries and regions 

will showcase a wide variety of home textile products 

ranging from bedding, bath, table & kitchen, curtains 

& upholstery and textile designs & technology to editors, 

whole home, sun protection, wallcoverings and carpets & 

rugs. In turn, over 38,000 trade buyers are expected to 

source at the fair. 

According to Askci Consulting, one of the leading Chinese 

industry research institutions, China’s home textile market 

has been growing steadily with an average rate of around 

10% between 2010 and 2015. The overall size has increased 

from USD 18.4 billion in 2010 to USD 29.5 billion 

in 2015, and is expected to reach USD 38.3 billion in 

2020. What’s more, the consumption of home textiles only 

accounts for about 29% of the total textile consumption of 

As China’s economy 

is getting back 

on track with the 

GDP growth rate 

standing at 6.9% 

in 2017, the home 

textile market is also 

showing strong signs 

of recovery before 

Intertextile Shanghai 

Home Textiles 

returns this August. 

With 23 years’ 

history, the show 

is well regarded as 

the most influential 

home textile trade 

fair in Asia.

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EVENTS 

the country. Given the fact that the relevant ratio in developed 

countries such as the US and Japan is between 33 to 38%, there 

still lies huge room for the Chinese market to expand. Foreign analysts 

share this optimism, with Euromonitor expecting an annual 

increase of 5.3% and 5.9% for China’s entire home textile and 

bedding product markets respectively. 

Thanks to the improving quality and competitive price, there is 

also growing demand for China’s home textile products from buyers 

around the world. Customs statistics show that the export value 

for home textile products increased 2.25% to USD 39.5 billion 

in 2017. Among all China’s export countries and regions, the US 

has the largest share, followed by the EU, ASEAN and Japan. 


85 

With all these favorable conditions in place, Intertextile Shanghai Home Textiles, to be held from 

27 – 30 August, serves as an ideal platform for industry players to capture these business opportunities. 

“The rapid urbanization and the consumption upgrade is unleashing unprecedented purchasing 

power in China. Participants can expect to benefit from this huge potential at our show,” Wendy 

Wen, Senior General Manager of Messe Frankfurt (HK) Ltd added. 

Contract business sees big potential in Chinese market 

The constant growth of Chinese consumers’ disposable income not only results in increased spending 

on home textile products, but also stimulates the development of tourism. A report from the 

General Office of the State Council of China stated that the annual number of domestic trips has 

nearly doubled, from 2.1 billion in 2010 to 4.4 billion in 2016. It is expected that domestic travel-related 

consumption will reach USD 869 billion in 2020 and contribute to over 5% of GDP. The 

hotel industry in particular has benefited from this development, with the number of limited service 

hotels increasing 30% in the past seven years. This also implies remarkable opportunities for the 

home textile industry players doing contract business since quality products including furnishing 

fabrics, bedding & toweling and more will be sought after by the hotels.

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TRENDS 

Intertextile Shanghai Home 

Textiles 2018: three trend 

themes released 

Intertextile Shanghai Home Textiles 2018 cooperates with the 

international trendsetter NellyRodiTM Agency again in offering the 

latest trend forecast to the home textile industry. Integrating different 

knowledge, inspirations and visions of trend evolution among the 

experts in the trend committee, three themes namely Caring Future, 

Crazy Future and Emo Future are established. 

As the leading home textile trade fair in Asia, participants 

can always expect to see the latest items and 

discover the forthcoming market direction. To fulfill 

this, more than 1,000 suppliers from China and 

across the world will showcase a wide variety of products covering 

the whole spectrum of home furnishing, while the trend 

forecast, which is introduced during the show, provides both 

exhibitors and buyers with insight and guidance to stay ahead 

of the market. 


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TRENDS 

(From left to right) Photos presenting the idea of Caring Future, Crazy Future and Emo Future 

This year, the show works together with the experienced 

international forecasting firm the NellyRodiTM Agency 

to form a trend committee consisting of different fields 

of expertise in order to gain the latest comprehension 

of international lifestyle forecasts. They have picked 

‘FUTURE’ as the keyword of the season and three 

themes have been developed to illustrate this keyword. 

• Caring Future: Now greener, more moral and socially 

oriented, creation draws from alternative imaginations 

to protect natural and cultural resources. It pulls inspiration 

from new eco-gestures and good altruist sense 

with a new credo – take care of nature and man 

• Crazy Future: It plays on whimsical surrealism and 

petulance, the master of light-hearted insouciance. It 

plants a seed of madness in creation. Gaiety and fantasy 

amuse rational souls and titillate a taste for risk 

• Emo Future: The need to console our cherished earth 

revives the emotion its immemorial beauty inspires. 

New nostalgia for the origin of things reconnects us to 

the essential. Neo-mysticism consecrates the elements 

and celebrates spiritual, benevolent nature. It inspires 

the perpetuation of the Traditions and rituals our an- 


90 

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TRENDS 

cestors practiced, in all their wisdom and humanism, 

to glorify nature. These three themes will be demonstrated 

and discussed throughout the four-day fair in 

a series of events, while exhibitors’ products that resonate 

with the themes will be displayed in the Trend 

Area. Trend Forum tours will also take place, allowing 

show attendants to learn and discuss with designers 

and trend experts about the lifestyle trends. 

Committee members with distinct specialties 

The committee has contributed their expertise on 

retail experience, contract markets and new technologies, 

together with the sociological insights from 

an international consumer study in developing the 

themes. The following is an overview of the committee 

members. 

• Mr. Vincent Grégoire (France): Creative Director of 

NellyRodiTM Agency. Studied both interior and industrial 

design at the École Camondo in Paris, has been 

the artistic director and designer of exclusive products 

for the decorator Agnès Comar 

• Mr. Sun Yun (China): Partner and Design Director 

of Hangzhou Interior Architecture Design, founder of 

fashion brand HYSSOP Cornerstone 

• Mrs. Béatrice Brandt (France): Graduated from the 

Aix-en-Provence Graduate School of Management in 

Management Sciences with a major in marketing, 

20 years of experience in marketing and innovation, 

now works as the CEO at Le Jacquard Français 

• Mrs. Hélène Pasteur (France): Purchasing Manager 

of Homeware/Leisure, Les Galeries Lafayette/BHV. 

Graduated from business school, entered Galeries 

Lafayette’s buying office in 1986 for the beauty, 

children’s wear, menswear, and accessory markets, 

managed the project that transformed BHV into 

BHV MARAIS from 2011 to 2014, now returns to the 

homeware department 

More details of the trend program will be released 

closer to the fair. The show will be held from 27 – 

30 August at the National Exhibition and Convention 

Center in Shanghai.

Home Textile Magazine August 2018

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