DECOR – Temmuz/Ağustos 2017 Sayısı

Founded in 2014 as an importer,
Ayzem Group started to operate
in the wall to wall and grass
carpet area. The Ayzem Group was
founded with the know-how of carpet
cultures and the gathering of three
partners from inside the carpet.
Expressing his past experiences on
this journey, Omur Caliskan Ayzem
Group General Coordinator interprets
every experience from the business
kitchen to sales and marketing
as an important investment in the
development process of the brand.
How did Ayzem Group shift from
import process to production?
In the field of production, the
demands in the sector led us. This
idea came to mind when we did
not move it to the manufacturing
side during periods when non-slip
floors were making an echoing entry
into the industry. So we turned the
warehouse we built as import into
manufacturing. Today we have a
3-year history on the manufacturing.
Are there other brands besides
Ayzem Home under Ayzem Group
name?
Due to marketing is our past, we
have acted under the brand of
Ayzem not only in the marketing of
carpets, but also in the marketing
activities of areas such as armchair,
sofa in furniture field. We have also
had several branding exercises in
this area. Because we have many
different and different designs in our
world, we have gotten the pattern
and the pattern to protect our own
signature. We have a different line
in the sector with rich designs in
our product range, we are quite
assertive in the field of non-slip
carpet and decorative carpet. In fact,
these products are adopted by the
‘non-slip’ name sector we have set
up. Turkey is leading this field. We
are seeing that new non-slip carpet
culture material has been newly
formed abroad.
In that case, can we call the main
homeland of ‘Non-slip’ products is
Turkey?
Absolutely. Non-slip products are
not imported from abroad but are
exported to many points of the
world. At the same time, it attracts
attention as a newly formed culture
especially in the eastern regions of
Turkey.
So, what are the characteristics
of these products? What is the
difference from the non-skid base of
the blankets?
These products have four main
layers. The top layer of the carpet
is fabric. We produce special velvet
fabrics besides normal fabrics on
textile, prefer fabrics in different
fabrics. The fabric used in the carpet
is quite different from the ones in this
type, we are marking ourselves with
the fabric. Although these fabrics
we use are more costly, they give
better results in terms of effect. In
the market, velvet fabric is normally
produced as cotton knitted fabric
or as upholstery. There are not
many companies in the sector that
produce wide-width and polyester
as a measure. Because it is more
costly, it is usually produced in the
direction of the brand’s special
request. In the market, raw material
is entirely price-driven. As a brand
we are approaching work as quality
and longer lasting use. Prices
may fall from time to time, we are
struggling with alternative products,
we do not compromise on quality. In
the standard products made in the
market cloth-style fabric, emery and
a light hairing effect is given. The use
of the fabric in this way is to wear
off the product. Maybe it is used in
clothing, but the carpet has already
suffered a foot wear is a drawback
at the point of use. We do not apply
these kinds of processes in the
products we produce. We have not
received any negative feedback from
customers at the point of wear and
tear. Reducing the margin of error to
a minimum is a significant advantage
in preference.
What feedback do you receive from
customers?
The feedback we receive is positive
in this direction as there is no
problematic delivery situation for
the customer. This is because we
use a different production method.
Products may come in this sense
costly, but we are at a point where
we receive 100 percent customer
satisfaction. When it comes to
production, that is to say, the fault
is not tolerated in business. We
questioned what kind of product we
should take on the market before
going out on this road. We have
united a common stakeholder by
focusing on how a brand identity
should be. Accordingly, our main
philosophy is not to sacrifice quality.
Ayzem Group aims to catch quality
product perception and we also direct
our efforts in this direction. Products
which were not preferred in the last
year’s Gaziantep Domotex Fair due to
being expensive, but when they had a
circulation in the market, they
July - August 2017 • DECOR 25