HTE July 2023

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HTE
Home Textile Exports
Turkish home textiles industry:
Weaving excellence and
tradition
The Turkish home textiles industry has earned a reputation as a global leader,
blending centuries-old craftsmanship with modern innovation. Renowned for its
high-quality products and innovative designs, Turkiye has emerged as a significant
player in the global market for home textiles. From soft and luxurious towels
to exquisite bed linens and decorative textiles, the industry’s success rests on a
rich history of textile production and a commitment to excellence.
As the global demand for high-quality home textiles grew, Turkish manufacturers
adapted to modern trends while preserving traditional craftsmanship. Embracing
technological advancements in manufacturing, design, and material selection,
the industry seamlessly integrates time-honored techniques with cutting-edge
processes.
Turkiye’s home textiles industry has successfully carved a niche in the global
market. The country exports to numerous countries, with key markets including
Europe, the United States, and the Middle East. Turkish textiles are favored not
only for their superior quality but also for their competitive pricing, making them
a popular choice for retailers worldwide.
While the Turkish home textiles industry has enjoyed significant success, it also
faces various challenges. Competition from other emerging markets, fluctuating
raw material prices, and evolving consumer preferences are some of the hurdles
that manufacturers must navigate.
Group Chairman
Publisher
Managing Editor
(Responsible)
Advisory Board
Editorial Consultants
Correspondents
Domestic
Advertising Manager
International
Sales Manager
Technical Manager
Art Director
Chief Accountant
Subscription
H.Ferruh ISIK
ISTMAG Magazin Gazetecilik
Yayıncılık İç ve Dış Ticaret Ltd. Şti.
Mehmet SOZTUTAN
(mehmet.soztutan@img.com.tr)
Osman Nuri CANIK
Ufuk OCAK
Hilmi GULCEMAL
Pınar TASDELEN
Ayse Mehtap EKINCI
Assoc. Prof. Mehmet Ali OZBUDUN
Inkrit BERBEE
(inkrit@lobsterconcepts.nl)
Milou KET
(studio@milouket.com)
Dr. Rolf ARORA
Elke ARORA
Adem SACIN
(adem.sacin@img.com.tr)
+90 505 577 36 42
Omer Faruk GORUN
(omer.gorun@img.com.tr)
Ayca SARIOGLU
(ayca.sarioglu@img.com.tr)
Tel: +90 212 604 5100
Tayfun AYDIN
(tayfun.aydin@img.com.tr)
Tolga CAKMAKLI
(tolga.cakmakli@img.com.tr)
Yusuf DEMIRKAZIK
(yusuf.demirkazik@img.com.tr )
Ismail OZCELIK
(ismail.ozcelik@img.com.tr)
However, the industry remains optimistic, seeking new opportunities for growth
and expansion. Emphasizing sustainable practices, eco-friendly materials, and
unique designs, Turkish manufacturers continue to attract global attention and
secure their position as leaders in the home textiles sector.
The Turkish home textiles industry weaves together a captivating blend of
tradition, innovation, and exceptional craftsmanship. With a legacy rooted in
centuries-old textile heritage and a dedication to adapting to the demands of the
modern world, Turkish manufacturers have succeeded in establishing themselves
as key players in the global market. As the industry continues to evolve, its commitment
to excellence ensures a promising future, where the thread of tradition
is interwoven with the fabric of progress.
HEAD OFFICE
İHLAS MEDIA CENTER
Merkez Mah. 29 Ekim Cad.
No:11 Medya Blok Kat:1
Yenibosna / İstanbul / Turkey
Tel: +90 212 454 22 22
Faks: +90 212 454 22 93
www.hometextile.com.tr
BURSA
KONYA
LIAISON OFFICE:
Buttim Plaza A. Blok Kat:4 No:1038
Tel: +90. 224 211 44 50-51
Fax: +90. 224 211 44 81
H. Ulusahin Is Mrkz.
C. Blok Kat:6 No:603-604-605
Tel: +90. 332 238 10 71
Fax: +90 332 238 01 74
Mehmet SOZTUTAN
(mehmet.soztutan@img.com.tr)
PRINTED BY
IHLAS GAZETECILIK A.Ş.
Merkez Mah. 29 Ekim Cad.
İhlas Plaza No:11 A/41 Yenibosna
Bahçelievler/ISTANBUL
Tel: 0212 454 30 00

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PROFILE
HTE
Bella Maison’s New
“Marine Collection”
draws inspiration from a
cool coastal spirit
Bella Maison, shaping all of its collection
Bdesigns with elegant and modern lines according
to global decor trends, continues
to beautify both homes and the world. The
brand’s new “Marine Collection” appeals
to those who want to experience the coastal
spirit in their homes. As seasons follow one another,
what remains from our dreams is always summer. The
most beautiful reflection of summer in decoration is the
marine theme. One side of you is on the beach, while
the other side is in the middle of the sea, sailing. The inseparable
trio of this fashion and decor trend consists of
warm tones of red, deep navy, and, of course, the main
color of summer, white. You don’t need to own a boat
to experience the marine theme; you can bring a bit of
the seaside atmosphere to your living spaces with small
touches in your home decor.
Hoist the sails!
We’re setting sail from the shore to the sea. Embracing
all shades of blue without hesitation and solidifying the
marine influence of coral red, Bella Maison adds every
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detail of seafaring to the world of decor with this new
collection. The new collection includes a range of products
that can be used in different corners of your home,
from fish-patterned plates to hand-printed tableware,
from beach towels to lampshades and flower pots, adding
vibrancy and coziness to your living space. When
we think of marine, the first things that come to mind
are the sea and sand. Using Bella Maison’s Mix & Match
designs that support this trend will set you a step ahead
in decoration.
Mixing every shade of blue with beige, combining the
decor with natural wood-look products, and adding thick
or thin lines to the design will be in harmony with the
marine style. The navy-blue and white horizontal striped
patterns, rope and cord organizers, and macrame wall
decorations, which are the most distinct marine details,
have found their place in Bella Maison’s new collection.
If the aim is to create spaces that are away from the
city, relaxing, and reflect the element of water in the
best possible way, then stone colors and linen textures
should also be included in the decor.
July 2023

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PROFILE
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LCW Home brings
summer energy to homes
L
LCW
spaces.
Home, which offers budget-friendly home and
lifestyle products from LC Waikiki, presents a collection
that will add warmth and energy to homes.
The collection combines pink and green tones with
cactus and flamingo patterns, bringing joy to living
Summer is one of the happiest seasons with its warm sun, lush
nature, and colorful flowers. LCW Home reflects this energy and
beauty in its new collection with stylish and unique designs. In
the kitchen, ceramic serving plates, tablecloths, glasses, and glass
carafes are adorned with cactus and flamingo patterns, while the
bathroom features straw details.
July 2023

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HTE
PROFILE
Flamingos bring a tropical atmosphere and
the ambiance of a summer vacation to
homes, while cactus patterns create a natural
and elegant atmosphere.
Refreshing summer bedding In the collection
inspired by the summer energy of LCW Home,
the bedroom and textile products consist of
fun color tones. The collection offers many
options for those who want to refresh their
homes with the freshness of summer and for
those looking for gift alternatives. It is completed
with textile products such as bedding
sets, tablecloths, and runners.
July 2023

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HTE
PROFILE
Exotic
inspirations
at garden
tables with
English
Home
BBringing peace, comfort and design
elegance to living spaces
with home textiles, decoration,
tableware and cooking products,
English Home’s exotic garden
tableware products bring exotic breezes to
your home.
Bringing all the excitement of the summer season
to living spaces with their exotic patterns
and vibrant colors, the pieces contain clues to
create a relaxing and impressive environment.
The products, in which details such as colorful
flowers, palm trees and bamboo accessories
come to the fore, promise a table experience full
of mystical inspirations.
July 2023

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PROFILE
HTE
Make a cool and comfortable
sleeping environment
D
Due to the increasing heat during the
summer days, we are searching for that
gentle breeze in every corner of our
homes. One of the sensitive issues, especially
in scorching heat, is having quilts
that keep us cool and prevent sweating.
Lova Yatak, Turkey’s comfortable sleep brand, creates a
cool and comfortable sleeping environment in bedrooms
by bringing the summer breeze to your sleep with the softtouch
“Amy Pike.”
Starting the day beautifully and being able to maintain
high energy levels relies on quality sleep. Comfortable
beds and preferred textile products are essential for quality
sleep.
Lova Yatak, the comfortable sleep brand of Turkey that
gathers the admiration of consumers with its ergonomic
bed designs produced using the latest technology, as well
as stylish and unique home textile products, continues to
beautify your living spaces.
Enhancing the sleep experience with
flawless comfort
With the arrival of summer, Lova Yatak opens the doors to
peaceful nights with the soft-touch “Amy Pike,” which consists
of a fabric blend of 60% cotton and 40% bamboo,
for those who want a cool and comfortable sleep without
being affected by the scorching heat in their bedrooms.
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PROFILE
With “Amy Pike,” which serves as an inspiration for comfort
and happiness during sleep, you can combine elegance
and comfort. “Amy Pike” promises a comfortable
sleep experience in the summer months by preventing
sweating with its breathable structure, thanks to the combination
of bamboo and cotton fabric. It keeps the body
cool with its air conditioning effect. In addition to its effective
use, it adds a stylish look to the bedrooms with its
modern design and brightness.
A quilt that allows the body to breathe
The soft-touch “Amy Pike” prevents waking up sweaty in
the summer and prevents the disruption of your sleep,
doubling your sleep comfort with its non-oppressive structure
and durability. Lova Yatak, known for its constantly
renewed home textile products, reflects a modern stance
in its bedding textile collection with “Amy Pike,” taking the
sleep experience to a whole new level.
July 2023

www.issimo.com.tr

28
EVENTS
HTE
International spotlight shines on
returning Intertextile Shanghai
Home Textiles 2023
Following a strong start at the
Spring Edition of Intertextile
Shanghai Home Textiles early this
year, global industry players have
turned their sights to the next
international event in August.
AAs the first Autumn Edition to be held
in the wake of China lifting many of its
pandemic-related border restrictions,
the three-day fair will gather around
1,000 international and domestic exhibitors.
Traders looking to meet market demand will be
able to source from an extensive range of trending and
specialized home and contract textile products from
16 – 18 August 2023. Widely considered one of Asia’s
most comprehensive industry platforms, Intertextile
Shanghai Home Textiles – Autumn Edition 2023 is expected
to fill 100,000 sqm plus of floor space across
four halls at the National Exhibition and Convention
Center (Shanghai).
According to a recent market report, the global home
textile market is expected to show a CAGR of 5.6%
from 2023 – 2028 to reach USD 174.1 billion by the
end of the forecast period. Asia-Pacific has dominated
the global market in recent years, with China one of its
most significant contributors.1
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As the global manufacturing hub for home textiles, China
is gradually recovering from social and business disruptions
caused by the pandemic. Speaking at the recent
Spring Edition, Ms Rosemary Li, Domestic Sales Manager of
Zhangjiagang Coolist Life Technology Co Ltd, a long-time
exhibitor specialized in bio-based and functional bedding
products, said: “Since China relaxed its pandemic-related
control and prevention measures, after Chinese New Year
we have been flooded with orders. With both domestic
and export orders increasing, it has been almost impossible
for the production line to fulfil the order demand.”
While the spring show’s promising visitor flow was a positive
start to the Chinese home textile industry’s post-pandemic
era, a higher participation of overseas exhibitors
and buyers is expected at the upcoming Autumn Edition.
The return of special zones and
international pavilions
Later this year in Shanghai, exhibitors will showcase their
most up-to-date home and contract textile products, ranging
from bedding &
toweling, rugs, table & kitchen linen, upholstery & curtain
fabrics, editors, home textile technologies and textile
design. With a wealth of choices for buyers, several show
highlights are listed below:
• _Editor & Designer Zone: located in hall 5.1, the zone
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will feature international, high-end
editor and designer brands brought
by leading exhibitors J&C, Julai,
Qianbaihui, Prestigious, Shanghai
Lotus, SohoCut, Yada, and more.
• _Country and region pavilions:
premium suppliers from Belgium,
Türkiye and Taiwan (China) will exhibit
quality products in their designated
pavilions in hall 6.1.
• _Textile Designs: textile design
studios from Japan, Portugal and
Taiwan (China), namely Amilia
Design Studio, Fine Art Inc and
Tela’s Design Lda, will also showcase
their seasonal designs in hall
6.1.
Adding to buyers’ sourcing options,
a multitude of domestic
players from different categories
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will also showcase their respective products. Highlighted
exhibitors include top curtain and curtain fabric suppliers
Fu-Tex, Hangzhou Aico, Hexin and Xiaoxuanchuang;
bedding suppliers Coolist, Huizhou Wah Shing and Yantai
North Home; as well as Hightex, Huatex, Maya and Suzhou
Roufang from the upholstery and sofa fabric sector.
Fairgoers can also learn more about the upcoming
global trends and designs by visiting the ‘2023 – 2024
Intertextile International Lifestyle Trend’ area. In aid of
this, Intertextile Shanghai Home Textiles has joined forces
with NellyRodi, the renowned French forecasting agency,
to present the design theme for 2023 – 2024: ‘ALIVE’.
HUMAN CAPITAL, ROUSING COMMITMENT and UNREAL
REALITIES are the theme’s three main trends. Mr Shen Lei
from the trend committee will be onsite to share his insights
on the upcoming trends in an exclusive seminar for
fairgoers. For industry players wanting to acquaint themselves
with these new directions ahead of time, the digital
trend guide is available here.
Intertextile Shanghai Home Textiles – Autumn Edition is
organized by Messe Frankfurt (HK) Ltd; the Sub-Council
of Textile Industry, CCPIT; and the China Home Textile
Association (CHTA).
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EVENTS
Dating with
Proposte
2024
The venue for innovation in
fabrics and curtains innovates
its own dates as well. The
next Proposte will open
on Thursday and go thru
Saturday, 02-04 May 2024.
AAfter an accurate analysis taking into
account the calendar of holidays and
other international trade shows, the
Board of Directors of Proposte Srl,
chaired by Alessandro Tessuto, has
resolved that the 31st edition of Proposte be held from
Thursday 2 to Saturday 4 May 2024. As usual, the location
will be the Villa Erba Exhibition Center in Cernobbio, Italy.
Proposte is a trade show reserved for sector operators
belonging to the following categories: publishers of textiles,
upholstered furniture manufacturers, wholesalers,
converters, large distribution chains, contract operators
and architects.
July 2023

Proposte is already working to offer exhibitors, visitors
and journalists an experience that meets their expectations.
The trade show has always been recognized as a
benchmark in the industry and a showcase of products of
excellence represented by the new collections of furnishing
fabrics and curtains.
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PROFILE
Soft linen effect
collection from
Linens
July 2023

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PROFILE
L
Linens, adding color to homes with its
quality and modern lines, creates a fresh
and comfortable sleeping environment
with its linen effect bedding set series in
the summer season. The series captures
timeless elegance with its summer-appropriate design
and high-quality soft linen effect texture! Linens, drawing
attention with its lines that differentiate living spaces,
brings the privilege of linen to sleeping hours with Lineo
Linen Effect Series, with its elegance and vibrant colors.
The Lineo Linen Effect Series, which creates a feeling of
renewal with its soft and breathable texture, carries summer
flowers on it and is friendly to both skin and nature
with its superior quality fabric. Those who want to feel
the freshness of the season in every corner of their home
provide stylish details that appeal to delicate tastes in
their living spaces with linen effect decorative pillows
and softly colored vase accessories found in the series.
July 2023

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The towel market:
Trends and insights
T
Towels are an essential part of our daily lives,
serving a variety of purposes from drying off
after a shower to lounging on the beach. As we
look ahead to 2023, the towel market is poised
for growth and innovation. In this article, we will explore the latest
trends and insights shaping the towel industry, from materials
and designs to sustainability and technological advancements.
Rise of sustainable materials: In recent years, there has been a
notable shift towards sustainable and eco-friendly materials in
the towel market. Consumers are increasingly conscious of their
environmental footprint, demanding products made from organic
cotton, bamboo, and other renewable fibers. Towel manufacturers
are responding by adopting eco-friendly production processes
and sourcing materials that minimize harm to the planet.
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Innovative textile technologies:
Technological advancements are
revolutionizing the towel market,
enhancing both functionality
and comfort. Microfiber towels,
for instance, have gained popularity
due to their high absorbency
and quick-drying properties.
Additionally, antimicrobial and
odor-resistant coatings are being
applied to towels, ensuring hygiene
and freshness. Smart towels
with embedded sensors to monitor
moisture levels and UV exposure
are also on the horizon.
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Customization and personalization: Consumers are
increasingly seeking unique and personalized products,
and the towel market is no exception. Towel
manufacturers are offering customization options,
allowing customers to add monograms, names, or
even custom designs to their towels. This trend caters
to individual preferences and provides a sense
of exclusivity, making towels a reflection of personal
style.
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Fashionable and versatile designs: Towels are no longer limited
to solid colors or simple patterns. Design plays a significant role
in the market, with a wide range of stylish and artistic prints,
from geometric patterns to tropical motifs and floral designs.
Towel designs are becoming more versatile, making them suitable
for both bathroom decor and outdoor activities like picnics
or poolside lounging.
Wellness and self-care focus: The growing emphasis on wellness
and self-care has extended to the towel market. Towels are being
designed to enhance relaxation and comfort, with features like
softer textures, larger sizes, and enhanced absorbency. Some
towels even incorporate aromatherapy elements or cooling technologies
to provide a spa-like experience at home.
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EVENTS
E-commerce and direct-to-consumer channels: The
rise of e-commerce has significantly impacted the
towel market, enabling manufacturers to reach a
broader customer base and offer a more personalized
shopping experience. Direct-to-consumer (D2C)
brands have emerged, bypassing traditional retail
channels and providing high-quality towels at competitive
prices. Online platforms also allow customers
to access detailed product information, reviews, and
recommendations, simplifying the buying process.
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Conclusion: The towel market in 2023 is
witnessing an exciting blend of sustainability,
technology, customization, and
design. Consumers are seeking towels that
are not only functional but also align with
their values and preferences. As the industry
continues to evolve, manufacturers are
leveraging innovative materials and technologies
to create towels that cater to the
demands of modern consumers.
Whether it’s eco-friendly materials,
personalized designs,
or enhanced functionality, the
towel market is poised to
meet the diverse needs of
customers while providing
comfort and style for
years to come.
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CIFF Shanghai
opens to stimulate
international
cooperation and
business channels
It’s just around the corner!
From 5th to 8th September
2023, the 52nd CIFF
Shanghai will welcome all
Chinese and international
players in the furniture
industry, offering effective
business solutions in response
to the big changes and new
challenges of world markets.
C
CIFF (China International Furniture Fair) is
the world’s largest furniture fair and has
been held for 51 consecutive editions.
Since 2015, CIFF has taken place in March
in Guangzhou Pazhou, and in September in
Shanghai Hongqiao.
After eight years of continuous evolution, CIFF Shanghai is
focusing on the high-end domestic market while fostering international
cooperation, effectively linking the presence of
industry-leading brands at the fair with the most important
distribution channels in the Chinese and international markets.
The 52nd CIFF Shanghai firmly focuses on the value of innovation
and original design, for which two pavilions have
been reserved to feature top brands and special exhibitions,
as well as activities and services dedicated to the more than
100 thousand product designers, interior designers, and design
professionals involved in CIFF.
The 52nd CIFF Shanghai will be the ideal business platform
for successful positioning in the Chinese market; brands in
attendance will be able to find partners and develop new
business channels online and offline while enjoying the opportunity
to interact directly and effectively with all major
high-end Chinese distributors, including Red Star Macalline,
as well as with small and medium-sized retailers, contractors,
designers, and decision makers.
July 2023

September, representing the entire furniture supply chain 57
under one roof: home, outdoor, and leisure furniture, furnishing
accessories and textiles, and furniture for offices and
public spaces, as well as machinery for the furniture industry,
thanks to its concurrence with the Shanghai International
Furniture Machinery & Woodworking Machinery Fair.
Aiming to make an effective contribution to the evolution of
the furniture industry by integrating the exhibition event with
the purely commercial event of furniture product distribution,
CIFF Shanghai has revamped the layout of its exhibition
spaces with 13 dedicated NECC pavilions and four themed
exhibition events to better organize the fair’s offerings and
give due emphasis to the central themes of furniture and
new lifestyles.
CIFF Home Textiles & Accessories Lifestyle Exhibition will
bring together a selection of brands to explore and interpret
new trends in home furnishings.
CIFF Shanghai International Furniture Machinery &
Woodworking Machinery Fair will host leading brands in furniture
manufacturing machinery, environmentally sustainable
solutions, safety control devices, packaging machinery,
cutting machines, machine parts, manual tools, and more,
presenting a top-notch selection for smart home furniture
production.
The CIFF Offices & Public Spaces Exhibition will showcase
cutting-edge ideas and innovative trends for the workplace.
The CIFF Urban Outdoor Furniture Exhibition will feature categories
such as, among others, outdoor furniture, outdoor
shading systems, outdoor solutions and accessories, garden
decoration, and camping equipment, setting new trends in
outdoor spaces and outdoor living. Thus, there are great expectations
for the 52nd CIFF Shanghai 2023 to find answers
to new consumer needs and seize concrete business opportunities
globally.
The 52nd CIFF Shanghai places particular emphasis on international
cooperation by building strong relationships with
international distribution channels traditional and multimedia
alike. In addition to offering exclusive services to foreign
buyers and professionals to facilitate their travel to China,
their presence at the fair, and the development of business
relationships with exhibitors, it has also invested in international
promotion through its relations with major international
media.
Over 1,500 exhibitors, four themed exhibition events, and
an exhibition area of 370,000 square meters at the NECC
– National Exhibition & Convention Center in Shanghai
Hongqiao.
The 52nd CIFF Shanghai 2023 will be held from 5th to 8th

BED AND SLEEP
TECHNOLOGIES FAIR
5-7 SEPTEMBER 2023
DUBAI / BAE
www.turkel.com.tr
arzug@turkel.com.tr
THE FLOORING
SHOW
17-19
S E P T E M B E R
2023
HARROGATE / U.K

60
PROFILE
HTE
Turkey’s comfortable sleep
expert: Lova Yatak
T
The way to start the day
well and continue with
high energy is through a
quality sleep. One of the
requirements of quality
sleep is comfortable beds as well as preferred
textile products.
Lova Yatak, Turkey’s comfortable sleeping
brand, continues to beautify your living
spaces.
It improves the sleeping
experience with the perfect
feeling of comfort
Lova Yatak opens the doors of a peaceful sleep at night
with its soft touch “Amy Pike” consisting of 60% cotton
and 40% bamboo fabric for those who want a cool and
comfortable sleep without being affected by the scorching
heat in their bedrooms as the summer months show
themselves.
It is possible to combine elegance and comfort with “Amy
Pike”, which inspires comfort and happiness in sleep.
“Amy Pike” promises a comfortable sleep experience
by preventing sweating in summer thanks to its breathable
structure combined with bamboo and cotton fabric.
Thanks to the climate effect, it keeps the body cool. In addition
to its effective use, it also gives bedrooms a stylish
look with its modern design and brightness.
Breathable piqué
With its soft touch, “Amy Pike” prevents you from waking
up with sweat in summer, prevents your sleep from being
interrupted and doubles your sleep comfort with its
non-depressing structure and durability.
Standing out with its ever-renewed home textile products,
Lova Mattress reflects a modern stance in its bedding
linen collection with “Amy Pike” and takes the sleeping
experience to a whole new level.
Due to the increasing temperature in summer
days, we are looking for that light breeze in
every corner of our house. One of the issues that
we are sensitive to, especially in the scorching
heat, is the piqués that keep you cool in the
summer and do not cause sweating. Turkey’s
comfortable sleep brand Lova Yatak generates a
cool and comfortable environment for your sleep
by bringing the summer breeze to the bedrooms
with its soft touch “Amy Pike”.
July 2023