Home Textile Exports March 2024

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6
HTE
Gearing up to a year
filled with inspiration,
growth, and success
As we dive into the heart of 2024, I am delighted to welcome
you to another exciting edition of HTE Magazine.
Last month, we kicked off the new year with the prestigious
Heimtextil fair in Frankfurt, a tradition we have
upheld for the past four decades. It was an extraordinary
experience, filled with innovation, inspiration, and a
glimpse into the future of home textiles.
Heimtextil served as a magnificent launchpad for what
promises to be a dynamic year for the home textile industry.
The energy and enthusiasm witnessed at the fair
have set the tone for what lies ahead. As we reflect on
our journey, we are grateful for the continued support
from our readers, industry professionals, and partners
who have been an integral part of our success.
Looking forward, HTE Magazine is gearing up to traverse
the globe, attending key fairs and events that define the
landscape of the home textile sector. Our mission is
to stay at the forefront of industry trends, bringing you
exclusive insights, product launches, and interviews with
the visionaries shaping the future of home textiles.
Our commitment to providing you with comprehensive
coverage remains unwavering. We will be your eyes
and ears at the most significant events, keeping you
informed about the latest developments, emerging
technologies, and design inspirations. Whether it’s the
vibrant markets of Asia, the cutting-edge innovations
in Europe, or the dynamic trends in the Americas, HTE
Magazine will be there to capture the essence of the
global home textile industry.
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)
We invite you to join us on this exciting journey throughout
the year. Your feedback and suggestions are invaluable
to us as we strive to tailor our content to meet your
evolving interests and needs. Together, let’s explore the
diverse and ever-evolving world of home textiles.
Thank you for being a part of the HTE Magazine community.
Here’s to a year filled with inspiration, growth, and
success in the home textile industry.
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PROFILE
HTE
Latest Bedding unveils new navy
blue comforters to celebrate 2024’s
hottest hue
Navy blue is bold & calming, pairs well with
any color scheme. Offers solid & printed
sets from top names like Bebejan. Find
flirty florals & classic patterns.
Premium bedding supplier Latest Bedding is unveiling
a brand-new selection of navy blue comforter
sets in recognition of the top color trends
of 2024.
A leader in luxury comforter sets, Latest Bedding
prides itself on always being at the forefront of the
affordable bedding industry, selling lasting products
that feature the latest colors and patterns.
With that in mind, the online retailer is pleased to
launch a new selection of comforter sets in one
of the season’s most exciting colors: navy blue.
“According to home decor resource Livingetc,
designers are anticipating that navy blue decor
will be a top look for the New Year,” said
Turab Hassan, the marketing manager for Latest
Bedding. “At once bold and soothing, this shade
is sure to make a statement while pairing naturally
with your current color scheme. And because
blue is reminiscent of the outside world, including
the sea and the sky, it’s a great choice for
anyone looking to increase their sense of calm in
the coming months.”
LatestBedding offers a wide selection of solid
and printed navy blue comforters by an array of
designers. Customers can select from top names
like Bebejan, J Queen, Waterford, Madison Park,
and more. Featuring multiple pieces, including
shams and bed skirts, the collections are designed
to save shoppers both time and money.
Additionally, these brand-name items are built to
last. The end result is customers can enjoy their
purchases – and the resulting good sleep for longer.
A flirty floral option sure to distract from the
dreary weather ahead, the Bebejan Delphine
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HTE
PROFILE
Blue Comforter Set is made from delightfully soft
cotton sateen. Cooling and cozy, the collection
showcases a floral pattern in white, olive, and
blue on the front with a faux denim reverse side.
The result is two unique looks for the price of
one. Along with the 100 percent cotton comforter
set, the collection includes two reversible pillow
shams, an embroidered decorative pillow, and a
printed decorative pillow. A bonus bag completes
the set and provides a convenient option for storage.
Customers can select from sizes queen and
king.
Simple yet elegant, the Laurent Navy 6-Piece
Comforter Set works as well in a master bedroom
as it does a guest or teen’s room. Part of
the Waterford Fine Linens Laurent Collection, the
set boasts an overscaled scroll pattern in classic
taupe against a navy backdrop. Rich and romantic,
the chenille fabric is both pleasantly soft and
ideal for winter. The set comes complete with fully
reversible shams with quilted fronts and hidden
zipper closures and a tailored taupe bed skirt featuring
textured blue trim. Customers can choose
from sizes queen, king, and California king. The
Laurent Navy Throw Pillow Set is available for
an added cost and complements the collection
beautifully.
Another great choice by Bebejan, the Blue Art Set
is ideal for sleepers with sensitive skin. Crafted
from 100 percent cotton sateen, the comforter,
which features bouquets of bold blue flowers
against a white backdrop and undertones
of grey leaf sketches, allows heat and moisture
to pass through. The result is that sleepers stay
cool no matter how high the temperature rises.
Additionally, the set reverses to a variegated pinstripe
for contrast. Fold the top of the comforter
down to show a peek of the backside or flip
the whole thing over for a new look. Along with
a comforter in size queen or king, the collection
includes two reversible shams, a printed 18-inch
by 18-inch pillow with flange, an embroidered 12-
inch by 18-inch pillow, and a sustainable fabric
bonus bag. Use it to store extra bedding items
when they aren’t in use.
Those who prefer the calming look of solids in
the bedroom may be drawn to Madison Park’s
Avocado Comforter Set. This seven-piece collection
includes a navy blue border surrounding
shades of blue grey and silver. The shams match
the comforter, while a navy bed skirt provides extra
drama. A square pillow, an oblong pillow, and
a neck pillow complete this striking collection,
which comes in sizes queen, king, and California
king. It’s a favorite option for both primary bedrooms
and guest rooms thanks to its gender neutral
appeal.
“We’re pleased to be at the forefront of the bedding
design world,” said Hassan. “Our goal is to
continue offering comforter sets and accessories
featuring the latest colors, prints, and patterns
along with the highest-quality fabrics.”
Along with navy blue comforters, Latest Bedding
stocks sets in a broad selection of trending hues,
including olive green, purple, pink, black, and
white. The online retailer also carries a wide assortment
of accessories, including shams, throw
pillows, bed skirts, and window treatments. Their
goal is to help every customer create a bedroom
that celebrates their unique sense of style and
helps them feel at ease.
March 2024

20
PROFILE
HTE
Adea Tekstil, a leading
brand in bedding, towels and
bathrobes
The company uses only the raw materials that have
international certifications, and their production process adheres
to these certifications.
Located in Denizli province of Turkiye, Adea
Tekstil boasts a wide range of products in
hotel textiles, home textiles, and hospital textiles,
and has a respectuful history full of achievements.
We asked the details of their successes to
the company’s Managing Director, Mustafa Alpagut:
Can you briefly introduce yourself
and your company?
I am Mustafa Alpagut, a software engineer. I have
worked as a professional manager in multinational
technology companies for over 10 years. Then,
in 2018, I founded Adea Tekstil. Adea was established
with the sole purpose of producing for export.
Although my family had been in the textile
business for many years, I had no experience or
knowledge in this area. I believed that I could create
a global business by utilizing my international
opportunities, and I set out on that path.
In this context, Adea has always been curious. It
has followed trends and discovered its production
capabilities. It set an absolute goal for its product
range and strategy by experiencing many areas of
home textiles on its journey.
With the increasing importance of e-commerce in
our country due to the pandemic, we invested in
our own brand. We introduced the Salbace brand
for sale on both our own e-commerce platform
and joint marketplaces.
What products do you have in your
portfolio, and what are the standout
factors in these products? What kind
of research and development (R&D)
efforts do you have?
The majority of our product portfolio consists of
the following items: Goose feather duvets and pil-
March 2024

a warehouse in
Germany. As of
January 2024, we
will also have a company
in the United
States. We believe
that 2024 will be a
year when we target
the American market.
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lows, microgel fiber duvets and pillows, digital and
rotary printed bedding sets, tablecloths, runners,
and cushions. We also engage in project-based
production of towels and bathrobes.
All the raw materials we use have international certifications,
and the production process adheres to
these certifications.
To keep up with advancements in machinery and
industry, we participate in the ITMA fair held in
Milan, Italy, every four years. We have also conducted
visits to Hungary and China for raw material
sourcing.
We maintain close contact with the Technical
Textile Center, led by the Denizli Chamber of
Commerce, where we aim to carry out our future-oriented
R&D and innovation activities.
What are the features that set you apart from your
competitors? Our most important feature is our
strong communication. Adea possesses excellent
communication skills. We view our customers as
partners and aim to grow together. We believe that
strong communication is the key to achieving this
goal.
Can you provide
details about your
exports, including
your current and
target markets, international
promotion,
participation in
trade fairs, and other
strategies? Adea
was founded with an
export goal in mind.
Currently, we have
customers in Germany, Croatia, Romania, Albania,
Sweden, Denmark, the UK, Lebanon, Tunisia, and
the United States. In 2024, we aim to further expand
in the American market.
In 2023, we participated in the Heimtextil
Frankfurt, Texworld New York, and China Canton
fairs. In 2024, we plan to add the Russia Hometex
fair to this series.
Is there anything specific you would
like to emphasize?
Adea has a young, ambitious team with clear goals.
Throughout our journey, we have formed strong
partnerships with our customers.
Branding is very important to us, which is why we
built up the Salbace brand. We have exclusively
introduced this brand to both the domestic and
international e-commerce world.
In the coming years, we believe that manufacturers
will also need to be retailers, and we think this
can only be achieved through e-commerce.
We always conduct market assessments with the
new customers we acquire. Based on their market,
we guide them toward the right product.
Do you have any investments
planned for the short, medium, and
long term?
Currently, we have a company in the UK and

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HTE
PROFILE
The cosiest combo yet
with warmth, style, sustainability
and craftsmanship all coming as
standard
As a UK-based brand already well known
for its commitment to the planet’s most
natural, beautiful and eco-conscious
fibres, So Cosy’s range of homewares and
accessories delivers something extra special
for individuals looking for a no-compromise
approach to style and sustainability.
The luxurious wares the So Cosy team
makes possible are the products of ethical,
eco-friendly and minimal impact practices
that celebrate the finest materials and most
talented, local artisans. Their collection of
blankets and throws, bedspreads, cushions,
and picnic accessories sets the benchmark
for comfort too.
The latest additions to the So Cosy collection
tick all these boxes and so much more. The
Derby range shines the spotlight on the craftsmanship
and meticulous attention to detail
the brand is adored for, and it’s available right
now as a cosy blanket and cushion combination.
Woolly wonders for the modernday
home
Whether it’s a modern scheme the customer
is looking to complement or a more traditional
aesthetic, Derby blankets and cushions deliver.
Sporting an elegant zig-zag design crafted
with 100% New Zealand Pure New Wool, the
Derby collection offers a hugely tactile experience
that makes each piece so much more
than a household item.
The wool itself is well regarded for its incredible
qualities. New Zealand Pure New Wool
March 2024

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PROFILE
HTE
The devil really is in
the detail
The tactile experience continues
with a stunning blanket
stitch, a delicate detail that
creates a statement in any
space, adds endless interest,
and is a joy to caress.
“Our Derby throws and cushions
are already bestsellers.
The ultimate all-rounder, its
sophisticated style, outstanding
comfort and even the rich
scent of lanolin delights all the
senses. At this time of year
in particular, creating a cosy
place you can come home to
and really relax in is so important,
and our Derby throws
and cushions are made for
just that,” said Vilija Birstone,
Director of So Cosy.
isn’t just soft and sumptuous, but protective,
highly insulating, breathable, durable, stain and
static resistant, and flexible. Derby cushions and
throws are also Woolmark certified, a world-renowned
seal of approval that provides assurance
of top-quality products with lasting durability, superior
performance, and the best wool.
Enjoy the Derby design as a cushion
or throw
Coordinating your interior with your soft furnishings
has never been so simple or so satisfying.
So Cosy’s Derby designs are available as a generously
sized, 130 x 200cm throw or a touchably
soft cushion. The latter is accessible in two sizes,
a 30 x 60cm rectangular design or a 50 x 50cm
square cushion.
The Derby collection celebrates a classic colour
combination, using delightful shades of grey to
captivate customers and consolidate interior
schemes whatever the latest trends bring. Shop
So Cosy’s Derby throws in grey-brown, charcoal
grey and soft grey, and explore coordinating cushion
designs in matching shades.
March 2024

26
PROFILE
HTE
Newbie and Boråstapeter
launch new wallpaper collection
Newbie and Boråstapeter are taking the
next step in their fruitful partnership
by launching a new wallpaper collection:
Newbie II. The Newbie II collection is
made up of 18 beautifully hand-drawn designs
from Newbie’s magical world of patterns
in a soothing palette of soft shades
and dreamy pastel hues. The collection is intended
to encourage playfulness and create
a homely space where children feel comfortable
and secure.
“Our new wallpaper collection takes children
on a journey through exquisite hand-painted
floral designs and animal worlds that not
only enhance the aesthetic appeal of a room,
but also tell a story, awaken curiosity and a
desire to explore,” says Maja Olsbo, Design
Lead at Newbie.
The partnership that the Kappahl Group’s
Newbie brand and Boråstapeter began four
years ago has been successful from the very
start. A complete wallpaper book released
in 2020 was favourably received by customers,
and a new collection of wallcoverings
was launched in 2022. And now it’s time
again, with the Newbie II collection.
“Sustainability and timelessness are the
guiding principles by which Newbie operates,
coupled with a commitment to excellence
and close attention to detail. Along with the
fairytale motifs and the soft, gentle colours,
this harmonises perfectly with Boråstapeter’s
vision of creating wallpaper with timeless appeal,”
Maja Olsbo goes on to say.
In the new Newbie II wallpaper collection,
we find old favourites reimagined in fresh
colourways and brand new patterns that
draw us into a fairytale world filled with enchantment,
captivating journeys and friendly
creatures. Unique, hand-drawn patterns that
March 2024

28
PROFILE
HTE
envelope the space and make it feel warm,
snug and comfortable.
Newbie II comprises four themes with 18
patterns and a total of 35 colourways. The
wallpaper patterns range from small to large
scale and are designed to harmonise with
Newbie’s and Boråstapeter’s concept of
matching interior accessories, such as bedding,
decorative items, cuddly toys and storage
solutions in the same pattern.
“The collection contains no fewer than five
wall murals that let children immerse themselves
in Newbie’s different worlds. They
serve as a backdrop for adventures and
playtime for all young explorers,” says Jenny
Hahne Gadd, who works as a designer at
Boråstapeter.
The wallpaper is made in Sweden from
non-woven material that makes it especially
durable and easy to hang. The Newbie II
collection will be launched at selected retailers
and online at kappahl.com and borastapeter.com
on 31 January. RRP: SEK 699/
roll, mural SEK 1,999/2.65 m
March 2024

32
PROFILE
HTE
Yaman
Dokuma
Textile excels
in loincloths,
woven
throws,
blankets and
more…
From Denizli to the world
markets: Peshtemals, Woven
Throws, Blankets, Muslin
products, Spandex sofa covers,
Microfiber towels and cleaning
cloths, Wellsoft…
Established in Denizli, a textile hub for especially
hotel and home textiles, Yaman
Dokuma Textile is a woman’s success based
on her passion and dedication. That initiative lady
is Nuray Yaman. We conducted an interview with
Hasan Kaba, general manager of the company
about their operations and the success story they
have gained in a short time.
Could you briefly introduce yourself
and your company?
Yaman Dokuma Textile is a woman-owned company
with more than 10 years of experience. We
have 31 looms focusing on woven and knitted
home textiles. Yaman Dokuma currently exports
to a few countries and we are working tirelessly
to reach every country. We care about employees’
wellbeing and safety; hence we firmly believe in
work and life balance. Our products are sold under
‘Babada Home’ brand.
What do you have in your product
portfolio and what are the prominent
factors in these products?
Our home textiles are supplied in fabrics and packaged
products which includes but are not limited
to loincloths (Peshtemals), Woven Throws and
Blankets, Muslin product, Spandex sofa covers,
Microfiber towels and cleaning cloths, Wellsoft
products. We have 4-6 weeks lead times from
the time an order is placed. We work with young
and experienced innovative minds to always keep
up with trends and be ahead of our game. We research
what consumers need and work on different
strategies to develop products that will meet
March 2024

our consumers’ needs. Our R&D team continues
to work on finding new products and improving
existing products both within its own organization
and in line with customer demands.
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What are the features that make you
superior to your competitors?
Our values are based on Innovation, Trust,
Reliability and Quality. We are future orientated
which makes us to be always working on improving
ourselves and our products. Shorter lead times
and customer-oriented trade.
Do you have plans for new
investments in the short and midruns?
We are making investments into the development
of Babada Home brand so it becomes a World
class brand known in every corner of the world.
Our main goal is to make investments into sustainable
production which includes purchasing new
knitting and weaving machines which fully relies in
green energy, and the use of organic raw materials
and renewable products.
Can you give details about your
exports? What would you like to say
about your current and target
We currently export countries like Georgia, Russia,
Poland, Kenya and USA, and our goal is to export
more countries in Europe, America and Africa. We
have recently started attending International Fairs
held in Turkey and abroad to help us introduce our
products to foreign markets as well develop trust
with our customers. We also use this opportunity
to visit our customers abroad.
Is there anything that you would like
to highlight?
We are always open to customer demands with
positive and solution-oriented approaches, aiming
for high satisfaction, long-term work and improving
ourselves in that direction.

36
PROFILE
HTE
Yataş
announced 2024 trends
Yataş Bedding, Turkey’s innovative brand
in sleep products, shared the trends
that will stand out in home textiles in
2024. In 2024, soft feathery textures, velvet,
satin, transparent fabrics in a rich colour scale
from orange to ocean blue, mustard yellow
to burgundy will enter the bedrooms. While
special embroidery will stand out on decorative
pillows and bed linen, floral patterns,
flowers and leaves will bring nature into the
bedrooms.
Yataş Bedding, the first brand that comes to
mind when it comes to quality and innovative
technologies in Turkey’s sleep products, announced
2024 home textile trends. The colours
of 2024 will be orange tones, bright red,
lime, cotton candy pink, damson, ocean blue,
March 2024

38
PROFILE
HTE
organic and muslin, velvet, satin, transparent
fabrics will be the most popular fabrics.
Special embroideries will be used in decorative
pillows and bed linen. We will witness
the rise of organic products. In Yataş Bedding
collection, Triola, Coverme, Charme, Co-mic,
Infinity new generation dowry groups and
wellsoft, nano gel quilts will be at the forefront.
mustard yellow, burgundy and warm coffee
tones. Scandinavian and Mediterranean
styles will stand out as the most common
styles in bedrooms.
Safari theme, jungle themes, banana leaves,
floral patterns, fine sketch flowers, geometric
and wavy forms will be frequently seen in
patterns. Soft feathery textures, velvet, cashmere
textures, tencel and bamboo qualities,
boucle fabrics, organic and muslin qualities
will come to the fore; while bamboo, tencel,
March 2024

www
www.isatekstil.com.tr

48
EVENTS
HTE
Get a glimpse of the future:
Guangzhou CIFF 2024 to
showcase cutting-edge office
and commercial space trends
The 53rd China International Furniture Fair (CIFF), also
known as CIFF (Guangzhou) 2024, is set to unfold in
Guangzhou in two stages in March, 2024. The event will
include the Office and Commercial Space and CIFM/interzum
guangzhou, which are slated for the second phase of the fair
from March 28th to March 31st, 2024.
The Office and Commercial Space is the preeminent
global platform and Asia’s leading
industry benchmark for office environments
and commercial spaces. It is renowned for setting
the trends in office design and showcasing cutting-edge
solutions. The exhibition encompasses
a wide range of themes, including system office,
office seating, smart office, public commercial
space, school furniture, healthcare and elderly
care, office accessories, and steel furniture.
The 2024 edition will expand to utilize Area A, B
and D of the Canton Fair Complex, covering a total
area of over 240,000 square meters. With an es-
March 2024

49
timated participation of around 1,100 companies,
the event focuses on three key themes, namely
boundless office, healthy seating, and diverse commercial
space, offering unique insights and solutions
for the evolving workspace. Furthermore, the
exhibition will feature the Trendy Design Hall (Hall
5.2) and the International Brand Hall (Hall 20.2),
making the exhibition a trendsetter in the industry.
Positioned as a promoter and leader of high-quality
development for furniture manufacturing, CIFM/interzum
guangzhou is Asia’s largest and most comprehensive
specialized exhibition platform. It aims
to highlight the significance of collaboration between
upstream and downstream sectors in forging
a bright future for the furniture industry. With
the theme “linking to the future,” CIFM/interzum
guangzhou 2024 will showcase furniture production
equipment, furniture hardware, and raw materials.
It will utilize 21 pavilions in the Canton Fair
Complex, spanning a total area of approximately
180,000 square meters. Renowned brands from
home and abroad will participate to introduce innovative
technologies and groundbreaking products.
The CIFM/interzum guangzhou will feature a pavilion
(Hall 16.3) dedicated to inspiring innovation
in materials and design aesthetics for home furnishings.
It will offer original design, innovative
material application and functional upgrades to
the home furnishing sector. Additionally, the event
will launch the CMF Lab themed exhibition. This
initiative aims to encourage collaborative efforts
between material suppliers and designers, while
also highlighting the emerging trends for 2024.

52
PROFILE
HTE
Onur Home Collection grows
with exclusive products
As an expert in especially towels and bathrobes, the company
produces unique home textiles and exports to 40 countries. Onur
Home Collection aims more…
Onur Home Collection, a Denizli-based company
that produces mostly towels and bathrobes
in Denizli, exports its competitive
goods to 40 countries. With the developing technology,
the company offers its softy, touchy and
quality products for hotels and homes at home
and abroad. We asked the details of their success
to Cafer Ceylan, proprietor of the company.
Could you briefly introduce yourself
and your company?
As ONUR HOME COLLECTION, we are a company
that produces in Denizli, which is the focus of the
towel and bathrobe sector in Turkey and exports
goods to 40 different countries. With the developing
technology and our growing family, our founder
left the family company in 2006 and continued
to serve in the hand and bath towel manufacturing
sector with the private company he established.
Our company,
which continues
to grow rapidly
upon the intense
demands
we receive from
the returns of
the production
of towels (hotel-dowry-daily
use), bathrobes
(hotel bathrobes,
family bathrobe
sets, bathrobes
suitable for daily
use), bed linen (hotel groups-single and double-single
and double-double-dowry-daily use), has
started to produce and market various products
in many items by increasing its product range day
by day.
March 2024

y minimizing our profitability rate and our priority
being customer satisfaction are the primary targets
among our company principles. In addition to all
of these, being able to respond directly to customer
demands in terms of our own production carries
our company ahead of its competitors.
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Are there any investments you are
planning in the short, medium and
long term?
While our production capacity in our establishment
year was approximately 80 tons in an area
of 820m², we increased our monthly production
capacity to 180 tons per month in an area of
20.000m² in line with the requests and demands
of our valued customers.
With its original production approach, we always
combine products that can provide comfort for
home and life with our own designs, and we produce
by following the design trends in the world
with our production network, which is constantly
updated in the light of modern and technological
developments, taking into account the wishes and
desires of our customers.
With our Onur Home Collection family, which is
growing day by day in different regions in Turkey
and abroad, our aim is to continue our contemporary
and high-quality line with the same passion,
to do the job we learned from our ancestors and
love, and most importantly, to ensure satisfaction
by taking into account the opinions of our customers
and to meet them in the same line.
First of all, by purchasing our factory facility and its
property in 2023, we have created our first targets
for 2024. In order to minimize the delivery time
of orders, we will add new ones to our weaving
looms and garment machines and thus, we will
make new contributions to the employment of the
people of Denizli, the capital of textile, as our need
for manpower will increase in direct proportion to
the increase in the workforce. As our production
capacity increases, both we and our export sector
will grow and win with new countries and new customers
we can reach.
Can you give details about your
exports? What would you like to
say about your current and target
markets, foreign promotion,
participation in fairs, etc. strategies?
Including 2023, the countries we have served so
far are Romania, Kazakhstan, Kyrgyzstan, Bosnia
and Herzegovina, Algeria, Russia, Saudi Arabia,
Libya, Tunisia, Serbia, Greece, Iraq and Iran. In
2024, Europe and America are among the countries
to be visited and trade connections to be established.
What is in your product portfolio and
what are the prominent factors in
these products? What kind of studies
do you have on product development
and R&D?
Our product portfolio consists of hand towels, bath
towels, bathrobe sets, bath sets and bed linen sets
suitable for dowry and current use. Our R&D staff
is rapidly renewing the current and trendy works
on the demands that intensify according to the regions.
What are the features that make you
superior to your competitors?
Making production according to all regions, sales
capacities, the product that can be sold in that
region, facilitating accessibility to quality products

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PROFILE
Fabric is an
art at Adeko
Tekstil
The company has a
passion to produce lovely
and quality fabrics for
tulle and curtain in the
magic world of yarn.
ADEKO family is a reputable company that
serves with its collections developed with
its customer-oriented working approach and
principle aiming continuous development from
production to design, marketing to visual works.
ADEKO has been in this sector since 1995 with its
wide sales network, as well as its wholesale services
mainly in Europe, the Far East, Africa, the
Balkan countries and the Middle East countries.
We have recently made an exclusive interview with
General Manager Coşkun Aytaç about the success
story of the company:
Could you briefly introduce your
company?
Adeko Tekstil, as a manufacturer of tulle and drapery
fabrics in the home textile sector, we provide
customized production, wholesale and cutting
services to our customers. We are a business that
has delivered our collection products with a wide
range of colors and patterns in accordance with
the quality and standards accepted by the entire
world market to 5,300 customers in 67 countries
around the world and continues to increase the
number of markets and customers day by day.
What is in your product portfolio and
what are the prominent factors in
these products? What kind of studies
do you have on product development
and R&D?
As tulle and curtain fabrics; we have jacquard,
dobby, embroidery, embroidery, printed fabric,
March 2024

lackout and similar products. The prominent factors
in these products are the quality of our fabrics
and we create awareness with our wide range
of patterns and special color options. We attach
great importance to R&D and we are constantly
and rapidly working on making innovations to our
products according to the changing fashion and
demands in the world market.
57
What are the features that make you
superior to your competitors?
Our most important feature that distinguishes us
from our competitors can be explained as our
young and dynamic staff, our understanding of
work that is open to innovation and our fast reliable
service quality.
Are there any investments planned in
the short, medium and long term?
First of all, we are working diligently on our special
collection products for 2024 and 2025. Increasing
our production capacity by 40% and preparing a
wider range of options for our customers and dealers.
Can you give details about your
exports? What would you like to
say about your current and target
markets, foreign promotion, fair
participation and similar strategies?
We will continue to endeavor to offer our exports
to wider markets every day. We serve markets
in Europe, Eastern Europe, Asia, South Africa,
Russian Federation and other regions. Overseas
fairs are important for us and we can define them
as our meeting point with both our customers we
are working with and our new customers we are
meeting. Messe Frankfurt Heimtextil, Hometex
Turkey, Intertextile Shanghai and Heimtextil Russia
are the main fairs we attend.

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“Denizli E-Export Summit”
hosted by DENIB
T.C. Under the coordination of the Ministry of Trade, in
cooperation with the Turkish Exporters Assembly E-Export
Secretariat and in the organization of our Association, the
“Denizli E-Summit” was held on March 8, 2024 at the Denizli
Exporters Association Service Building for companies that are
already e-exporting or have the potential to e-export.
In November 2022, under the coordination
of our Ministry of Trade, the presentation of
the ‘New Generation Export Supports and
Prefinancing Model’ was held in the city. Again,
in November last year, the “E-Export Training
Program was held in Denizli. This time, Denizli
E-Export Summit was organized under the coordination
of the Ministry of Trade, in cooperation
with the Turkish Exporters Assembly E-Export
Secretariat and under the organization of the
Association. Thus, DENİB has organized 3 different
programs for e-export and supports in the last 1.5
years.
Making the opening speech of the summit, which
was held with more than 150 participants, DENİB
Vice President İbrahim Uzunoğlu said:
“The interest of our companies in the events we
organize for e-commerce is quite high. We had predicted
that the participation would be so high before
the program announcement. Because today’s
world requires all companies to create new strategies
and take part in digital transformation as the
main actor. The e-commerce volume, which was
136 billion TL in 2019, reached 800.7 billion TL
in 2022 and 652.7 billion TL in the first 6 months
of 2023.
March 2024

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We see that consumer habits have clearly changed.
There are almost no people who do not shop from
any e-commerce platform. For this reason, our target
audience in exports, which we realized through
traditional methods, is now digital, that is, mobile
shopping. When we take into account the average
daily time spent on the phone, we observe that
the adaptation processes of businesses to digitalization
processes should be urgent.
Within the scope of Decree No. 5986, which entered
into force in 2022, we see that the state supports
applied for e-exports are already reflected
in the 6-month e-commerce volume announced
for 2023. I believe that e-export supports will be
reflected positively on the figures with more effective
use by our companies.
Mert Tanciğer, E-Export Consultant, Prof. Dr.
Gonca Telli Yamamoto, Yeditepe University Faculty
Member, Kadir Bulut, Artificial Intelligence Factory
Coordinator of İşbank, Yüksel Eminoğlu, CEO of
Projesoft, Mustafa Erol Çakan, CEO of Fimarka.
Prof. Dr. Gonca Telli Yamamoto, İşbank Artificial
Intelligence Factory Coordinator Kadir Bulut,
Projesoft CEO Yüksel Eminoğlu, Fimarka CEO
Mustafa Erol Çakan made presentations.
In the program, which attracted great interest, the
participants had the opportunity to direct all their
questions about e-export to the speakers in the
field.
In this context, I would like to thank our Ministry in
particular, our valuable participants, all speakers
and guests who are with us today.”
In the first part of the program, Hasan Önal, Head
of the Department of E-Export, Digital Marketing,
Behavioral Public Policies and New Generation
Technologies, General Directorate of Export,
shared a presentation on E-Export State Supports,
Future of E-Commerce and Trends, stating that
e-commerce is inevitable for all companies and
said, “Digital change and transformation is taking
place very rapidly all over the world. We are
doing our best for our country to take an active
part in digital transformation. We hope that more
companies will benefit from e-export supports.
The way to introduce our products and brands to
end consumers is through social media platforms.
Traditional trade is moving to digital all over the
world.”
Following the presentation of Hasan Önal, Head
of the Department; Mehmet Metin Okur, CEO of
Sefa Merve, Levent Elmas, Digital Transformation
Expert, Berkay Tulay, Co-Founder of Rubibrands,
Tuğer Akkaya, Founder of Tuğer Medya, Ali Akkuş,
CEO of BR Medya, Özlem Saraç, CEO of Webolizma,
March 2024

66
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Heimtextil ends with an increase
in exhibitors, a plus in visitors
and sets new standards for
a sustainable and AI-driven
textile industry
New contacts with decision-makers, global business opportunities and
worldwide streams of visitors: Heimtextil 2024 ended with 46,000
visitors[1] from around 130 nations and 2,838 exhibitors from 60
nations with 25 per cent growth. With a plus in visitors, the show
overcame difficult travel conditions due to nationwide rail strikes and
regional demonstrations. The response from international buyers to the
quality and variety of the new Carpets & Rugs product segment was
overwhelming. In numerous talks, tours and workshops, Heimtextil as
well focused on two of the most important key topics of the coming
decades: sustainable production and action as well as artificial
intelligence. At the leading trade fair for home and contract textiles,
transformations could be experienced more intensively than ever before.
March 2024

67
With intercontinental strength, Heimtextil
2024 laid the foundation for a record
year for Messe Frankfurt. 46,000 buyers
from around 130 nations took
the opportunity to participate in the global textile
market - from upholstery and decorative fabrics,
bed and bathroom textiles, mattresses, functional
textiles and carpets to wallpapers, outdoor fabrics,
artificial leather, curtains, fibres, yarns, sleeping
systems and decorative cushions. Despite nationwide
rail strikes, this edition recorded a plus in
visitor numbers and, with 2,838 exhibitors from
60 nations, a 25 per cent increase in exhibitor
numbers compared to the previous year’s event:
“Heimtextil ends with overwhelming participation.
The increase in space, exhibitors and visitors in
2024 makes the following clear: the leading trade
fair for home and contract textiles remains on
course for growth - and sets new standards for a
sustainable and AI-driven textile industry”, says
Detlef Braun, Member of the Executive Board of
Messe Frankfurt.
Outstanding intercontinentality:
participation grows nationally and
internationally
Heimtextil achieved an increase in the level of internationality
on the exhibitor side to 95 per cent.
The top ten exhibiting countries were China, India,
Turkey, Pakistan, Italy, Germany, Spain, Portugal,
Great Britain and the Netherlands. There was an
increase in the exhibitor numbers from Belgium,
Bulgaria, China, India, Japan, Poland, Sweden, the
Czech Republic, the USA and Egypt. On the visitor
side, more visitors came from China, Germany,
India, Japan, Croatia, Macedonia, Pakistan,
Slovakia and Cyprus. The number of German trade
visitors increased by around ten per cent.
Significant increase in satisfaction
and visitor quality
In 2024, visitor satisfaction rose to an average of
93 per cent both nationally and internationally - particularly
with the breadth and depth of the offering.
Among German trade visitors, overall satisfaction
rose by seven percentage points to 88 per cent.
Over 90 per cent of all visitors achieved their trade
fair goals. Exhibitors were also impressed by the
increased visitor quality and buying competence:
the proportion of top decision-makers among buyers
rose by six percentage points to 78 per cent.
Around 80 per cent of exhibitors achieved their
trade fair goals.
Brilliant start for new Carpets &
Rugs product segment
The launch of the new Carpets & Rugs segment
was a complete success. For the first time, the global
carpet industry presented together in one hall,
including numerous international market leaders
who exhibited in Frankfurt for the first time or after
a long time - with overwhelming satisfaction:
“For our debut here in Frankfurt, we deliberately
presented our entire collection, which turned out
to be the right strategy. The stand was well attended
throughout and we made many new global
contacts - from Europe to overseas, from Asia to
Scandinavia,” says Katrien Vandenbroucke, CEO
of Ragolle Rugs, one of Belgium’s leading brands.
“We came back because we saw potential in the
new concept. And I have to say, we were more
than pleasantly surprised,” summarises Raghav
Gupta, Director of E-Commerce at the Indian company
The Rug Republic, which stands for high-quality
handmade rugs.
The wish for a new joint appearance came from the
industry - and Frankfurt was convincing. Exhibitors
such as the Egyptian Oriental Weavers Group are
looking to the future:
“We are completely convinced by the new concept.
The hall has turned out beautifully from the
very start, a perfect platform for our industry. Now
it’s time to take it forward together. In any case, we
already know that we will be at Carpets & Rugs in
2025 - and with a significantly larger stand,” says
Ahmed El Gamal, Export Sales Manager of OWG
subsidiary Mac Carpet.
From AI in textile product design to
scalable sustainable solutions
Never before have transformations such as artificial
intelligence and sustainability been so intensively
at the center of Heimtextil and presented effective
levers for a future-oriented approach to key

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technology. For the first time in 2024, the trade
fair provided fascinating insights into the textile application
of artificial intelligence and the use of AIcontrolled
sorting to refine recycled textile waste
into new yarns. In the trend space, visitors’ textile
design ideas were also brought to life at interactive
stations using tools such as ChatGPT-4 and
Midjourney.
In addition, Heimtextil once again made state-ofthe-art
sustainable production and action tangible.
One of the main points of contact were the
Heimtextil Trends with New Sensitivity: the concept
focused on the ongoing transformation of
the textile industry and presented numerous market-ready
and scalable solutions. One example was
the company Ever Dye, whose self-developed color
pigments enable dyeing at room temperature.
Variant 3D, on the other hand, offers AI-driven
knitting software that can be used to produce
even complex shapes such as lampshades without
creating patterns. The Econogy program offered
further central content formats, with Finder, Talks,
Tours and the Econogy Hub demonstrating all the
versatility of circular approaches, the relevance of
certificates and possible applications for textile
materials. The exhibitors listed in the Finder contributed
to the holistic experience of sustainability:
„We have met many customers and are very happy
with Heimtextil 2024. Almost all of our important
business partners are here. Sustainability is a topic
that is noticeably changing. People used to talk
about recycling, but today it is being taken up as
a holistic approach that extends from renewable
energies deep into the processes to the raw materials
and processing methods“, said Mevlut Baydar,
Chief Sales Officer (CSO), Vanelli Tekstil San.
“At Heimtextil 2024, we were able to present our
new collections in an eye-catching way as part of
the DecoTeam. Sustainability plays an important
role for the Alfred Apelt GmbH. We are delighted
that we were listed in the Econogy Finder at
Heimtextil as a supplier of sustainable products,”
said Sebastian Ihling, Sales Manager and Business
Development at Alfred Apelt GmbH.
Strong response to textile range of
bed, bathroom and sleep systems
From bedding, bed linen and bathroom textiles to
mattresses and sleep systems - the broad Smart
Bedding range for all forms of retail as well as the
brands and private label excellence in the Bed &
Bath segment met with a strong response:
„We are very satisfied and happy to be back at
Heimtextil with the Herbert Neumeyer Group. Our
concept of the three-sided open stand as a communicative
concept has paid off. The exchange
with our national and international customers
is very important to us. We absolutely achieved
this goal at Heimtextil and did so in a pleasant,
informal, feel-good atmosphere on our stand. This
enabled us to establish ourselves as a permanent
focal point in the hall“, said Markus Ertel, Managing
Director, Heinrich Häussling GmbH & Co.
„In a nutshell: Heimtextil has always been the guarantee
of international strength and the global market
for us“, said Roeland Smits, Managing Director,
Essenza Home.
„We travelled here with many confirmed custom-
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er appointments and were also able to make new
contacts. We were very pleasantly surprised by the
numerous hospitality buyers who showed great
interest in our high quality products and manufacturing
processes – Heimtextil gave us access
to the right markets“, said Tânia Lima, Marketing
Manager, Lameirinho - Indústria Têxtil.
In 2024, the focus was once again on high-quality
knowledge for the bed retail and hotel industry:
international experts shared best practices, e.g. on
the design of bedrooms and hotel rooms or the
use of artificial intelligence in sleep analysis.
Asian Selection & Excellence:
impressive range of high-quality
large volumes
In the Asian Excellence & Selection halls, trade
buyers of medium and large volumes found export-experienced
partners and a unique range of
high-quality manufactured textiles. The suppliers
were very satisfied with the quality of the visitors
and were able to open up new markets and contacts:
“We have been taking part in Heimtextil for 16
years and are very satisfied. The quality of visitors
has increased again this year. We were able to do
more order business. Our strongest markets are
the UK, USA and Europe,” said Nishant Kumar
Singh, Export Sales Manager, GM Syntex.
“What is noticeable this year is that, in addition
to Europe and the USA, more visitors from the
Middle East are here. We see great potential for
our products here and believe that this market
could become very relevant in the future,” says
Muzzammil Kasumbi, Senior General Manager, Al-
Karam Textile Mills.
International, innovative and
sustainable: the offering for the
contract business
The Interior.Architecture.Hospitality programme at
Heimtextil was more extensive and international
than ever and brought architects and hospitality
experts together with suppliers for the contract
business. Whether focusing on health and care,
outdoor, new work or sustainability - international
manufacturers presented their functional innovations
for a wide range of applications.
“Heimtextil 2024 was a successful start to the new
business year for us. The Trevira CS brand was able
to present itself to an international audience together
with 17 top customers on a large joint stand.
The sustainability topics such as fibres, yarns and
fabrics obtained in various recycling processes, including
chemical recycling, met with great visitor
interest,” explained Anke Vollenbröker, Director
Marketing & Business Development Trevira CS at
Indorama Ventures Fibres Germany.
In the LIBRARY, visitors were inspired by selected
functional textiles. Highlights included a flame-retardant
wallpaper, dirt-repellent upholstery fabric
and light-resistant leather. The contract range was
complemented by the Fibres & Yarns area for decorative
and upholstery fabrics. In 2024, the preliminary
stage was larger than before.
Outlook for 2025: partnership with
Studio Urquiola announced
For 2025, Heimtextil is announcing a partnership
with one of the most important and influential international
design studios: Studio Urquiola. A pioneering
installation is planned for the upcoming
Heimtextil 2025, which will enable an immersive
and unique design experience. With this collaboration,
the Milan-based design studio and the leading
trade fair for home and contract textiles are
emphasizing their joint commitment to innovation,
sustainability and design in the entire textile industry.
Heimtextil will be held from 14 to 17 January
2025.
March 2024