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Home Textile Exports November 2022

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6<br />

HTE<br />

Let’s export<br />

more…<br />

<strong>Home</strong> <strong>Textile</strong> <strong>Exports</strong><br />

Group Chairman<br />

Publisher<br />

H.Ferruh ISIK<br />

ISTMAG Magazin Gazetecilik<br />

Yayıncılık İç ve Dış Ticaret Ltd. Şti.<br />

As a global brand, the Turkish home textiles industry contributes greatly<br />

to the Turkish economy with its high export capacity. It is one of the world<br />

leaders with its wide range of products and superior quality in home textile<br />

production, especially in the production of towels, bed sheets and covers,<br />

curtains, tulle, embroidery, guipure and quilt covers. Türkiye has not only<br />

proven itself to the world on home textiles but also accomplished to be<br />

one of the countries that set the home textiles trends with its powerful<br />

brands and attractive collections. There are home textiles companies that<br />

have completed their branding process successfully as well as many small<br />

and medium-sized companies that are still manufacturing on private label<br />

basis with the orders of many international brands.<br />

Managing Editor<br />

(Responsible)<br />

Advisory Board<br />

Editorial Consultants<br />

Mehmet SOZTUTAN<br />

(mehmet.soztutan@img.com.tr)<br />

Osman Nuri CANIK<br />

Ufuk OCAK<br />

Hilmi GULCEMAL<br />

Pınar TASDELEN<br />

Ayse Mehtap EKINCI<br />

Assoc. Prof. Mehmet Ali OZBUDUN<br />

Inkrit BERBEE<br />

(inkrit@lobsterconcepts.nl)<br />

Milou KET<br />

(studio@milouket.com)<br />

Dr. Rolf ARORA<br />

Türkiye has the largest machine park to produce both embroidery and<br />

guipure in the world. The largest factory producing quilt covers in Europe<br />

is in Türkiye. The Turkish home textile industry has also acquired the latest<br />

technology with high production capacity, a highly skilled labor force and<br />

design talent, trend and fashion capabilities. In addition, the industry has<br />

managed to reduce the cost of production below the world average while<br />

it has increased the quality of its products. So, with a huge production<br />

capacity, high quality and strong competitiveness, Türkiye is in the world’s<br />

top three suppliers in drapery, bed linens and towels.<br />

While the COVID-19 pandemic has brought new formations to our lives,<br />

radical and major transformations were in all industries in the e-commerce<br />

world. The home textiles industry is no exception. So much so that the<br />

e-commerce sector grew by 66 percent in 2020 and closed the year with a<br />

volume of TRL226.2 billion in all industries.<br />

The government has made new contributions to courage the increase of<br />

this way of trade. It seems that the future of exports will be shaped according<br />

to the adaption of these new rules, however, as almost every industrialist<br />

says, the importance of face-to-face trade fairs never loses ground. In<br />

the contrary, all other ways lead the way to these events. That’s why we,<br />

as Istanbul Magazine Group, run from one home textile and decoration fair<br />

to another every month. We have, in fact, prepared an even busier international<br />

trade fairs schedule to attend to distribute our free copies and to<br />

cover the events in the following issues for the industry professionals.<br />

Mehmet SOZTUTAN<br />

(mehmet.soztutan@img.com.tr)<br />

Correspondents<br />

Domestic<br />

Advertising Manager<br />

International<br />

Sales Manager<br />

Technical Manager<br />

Art Director<br />

Chief Accountant<br />

Subscription<br />

HEAD OFFICE<br />

İHLAS MEDIA CENTER<br />

Merkez Mah. 29 Ekim Cad.<br />

No:11 Medya Blok Kat:1<br />

Yenibosna / İstanbul / Turkey<br />

Tel: +90 212 454 22 22<br />

Faks: +90 212 454 22 93<br />

www.hometextile.com.tr<br />

Elke ARORA<br />

Adem SACIN<br />

(adem.sacin@img.com.tr)<br />

+90 505 577 36 42<br />

Omer Faruk GORUN<br />

(omer.gorun@img.com.tr)<br />

Ayca SARIOGLU<br />

(ayca.sarioglu@img.com.tr)<br />

Tel: +90 212 604 5100<br />

Tayfun AYDIN<br />

(tayfun.aydin@img.com.tr)<br />

Tolga CAKMAKLI<br />

(tolga.cakmakli@img.com.tr)<br />

Yusuf DEMIRKAZIK<br />

(yusuf.demirkazik@img.com.tr )<br />

Ismail OZCELIK<br />

(ismail.ozcelik@img.com.tr)<br />

BURSA<br />

KONYA<br />

LIAISON OFFICE:<br />

Buttim Plaza A. Blok Kat:4 No:1038<br />

Tel: +90. 224 211 44 50-51<br />

Fax: +90. 224 211 44 81<br />

H. Ulusahin Is Mrkz.<br />

C. Blok Kat:6 No:603-604-605<br />

Tel: +90. 332 238 10 71<br />

Fax: +90 332 238 01 74<br />

PRINTED BY<br />

IHLAS GAZETECILIK A.Ş.<br />

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İhlas Plaza No:11 A/41 Yenibosna<br />

Bahçelievler/ISTANBUL<br />

Tel: 0212 454 30 00


10<br />

EVENTS<br />

HTE<br />

Back on track:<br />

Heimtextil 2023<br />

experiences strong<br />

international<br />

demand<br />

Planning for the next<br />

Heimtextil in January<br />

2023 is in full swing.<br />

The industry expects an<br />

internationally unique<br />

platform for home and<br />

contract textiles, interior<br />

design and trends at<br />

the start of the 2023/24<br />

season.<br />

DDuring the one-time Heimtextil Summer Special<br />

that just ended, the industry’s great need for personal<br />

encounters, tactile impressions and creative<br />

input became apparent. The next Heimtextil, leading<br />

international trade fair for home and contract<br />

textiles, will start the new season as the first event<br />

of the year from January 10 to 13, 2023.<br />

Over 2,200 international exhibitors from 50 countries have registered<br />

for the event. The internationality of the event is also<br />

remains high. Among the participating companies are promising<br />

names from all over the world, such as ADVANSA Marketing GmbH<br />

(D), Alfred Apelt GmbH (D), Aznar Textil, SL (E), Essenza <strong>Home</strong><br />

(NL), Gul Ahmed <strong>Textile</strong> Mills Ltd. (PK), Lameirinho - Indústria<br />

Têxtil, S.A. (PT), Lenzing AG (A), Marburger Tapetenfabrik (D),<br />

Norvigroup Denmark A/S (DK), Microcotton Inc (US), OBB<br />

Oberbadische Bettfedernfabrik GmbH (D), Standard Fiber LLC<br />

(US), Tanriverdi Mensucat San. A.S.(TR), Trendart (CH), Trevira<br />

GmbH (D), Trident Limited (IND), Velamen S.A. (E) or Zorel<br />

Tekstil (TR).<br />

<strong>November</strong> <strong>2022</strong>


12<br />

HTE<br />

EVENTS<br />

The industry participants are courageously<br />

meeting the major challenges<br />

and are using Heimtextil to further<br />

internationalize their clientele. Under<br />

the current market challenges, the<br />

industry shows a great desire for inspiration<br />

and new approaches to solutions,<br />

as well as for creating new customer<br />

relationships all over the world.<br />

Heimtextil 2023 provides the perfect<br />

range of relevant market players and<br />

complements the benefits for buyers<br />

with an extensive supporting program.<br />

Highlights at Heimtextil 2023<br />

Thematically, the overarching theme<br />

of sustainability will also be clearly<br />

visible at Heimtextil 2023. With the<br />

exhibitor guide, “Green Directory” as<br />

well as the “Green Village”, that offers<br />

a platform for discussion with the seal<br />

providers, Heimtextil offers important<br />

points of orientation in the jungle of<br />

the many sustainable offers. The popular<br />

trade fair tours “Green Tours”<br />

will also once again take interested<br />

visitors to curated exhibitors to learn<br />

<strong>November</strong> <strong>2022</strong>


14<br />

HTE<br />

EVENTS<br />

more about their sustainability strategy and their products.<br />

Last but not least, the impressive “Future Materials<br />

Library” will be presented again as part of the Trend Space<br />

at Heimtextil 2023. The international collection of material<br />

innovations in the interior sector is curated by the future<br />

agency FranklinTill, which is also responsible for the<br />

conception of the Trend Space at Heimtextil 2023. The<br />

spectacular design and trend area will set the scene there<br />

for Heimtextil Trends 23/24, which will be developed beforehand<br />

by the international design offices stijlinstituut<br />

amsterdam (Netherlands), FranklinTill (Great Britain) and<br />

SPOTT Design & Business (Denmark).<br />

Under the title “<strong>Textile</strong>s Matter”, Heimtextil Trends 23/24<br />

sets standards for the future-oriented and sustainable textile<br />

furnishings of tomorrow. The focus is particularly on<br />

the subject of the circular economy. By adding materials<br />

to a utilization cycle again and again, the need for new raw<br />

materials is reduced on the one hand and the production<br />

of waste on the other. In the technical cycle, inorganic<br />

materials, such as nylon, polyester, plastic and metal, can<br />

be recycled with no loss of quality. In the biological cycle,<br />

organic materials, such as linen and bast fibres, are<br />

returned to nature at the end of their useful life. This is<br />

the basis of the four trend themes: ‘Make and Remake’,<br />

‘Continuous’, ‘From Earth’ and ‘Nature Engineered’.<br />

A new feature is that the Trend Space will be presented<br />

in Hall 9.0. Circular economy also characterizes the staging<br />

of Heimtextil Trends 23/24 itself: With the “Material<br />

Manifesto”, the responsible trend office FranklinTill commits<br />

itself to a design of the area that is as sustainable as<br />

possible with predominantly recycled materials and elements<br />

as well as a strict waste avoidance strategy.<br />

Interior.Architecture.Hospitality, the specialist program<br />

for interior designers, architects and hospitality experts,<br />

will once again take place at Heimtextil 2023 on a large<br />

<strong>November</strong> <strong>2022</strong>


16<br />

HTE<br />

EVENTS<br />

scale and in the usual high quality. The program includes<br />

the Interior.Architecture.Hospitality LECTURES, in which<br />

renowned architects and well-known hotel experts will<br />

present their work and discuss current industry topics<br />

such as sustainability, as well as the Interior.Architecture.<br />

Hospitality TOURS, which will take participants to curated<br />

highlights and innovative textile solutions from the<br />

contract sector. The Interior.Architecture.Hospitality<br />

DIRECTORY will once again list all the suppliers of contract<br />

textiles. In addition, the identification of the respective<br />

trade show booths ensures an effective trade show<br />

visit for the target group.<br />

Another highlight is the Interior.Architecture.Hospitality<br />

LIBRARY. Launched in 2020, it is a material library for<br />

functional textiles. The library can also be found online<br />

at www.textile-library.de. A brand new edition will be published<br />

for Heimtextil 2023. The jury of the library will be<br />

expanded to include application experts or interior designers.<br />

Exhibitors with products for use in the property<br />

can submit them for the respective property, which will<br />

be selected by a panel of experts. The concrete naming<br />

and labeling of these 15 functional properties ensures an<br />

<strong>November</strong> <strong>2022</strong>


18<br />

HTE<br />

EVENTS<br />

even more precise highlighting of the objects on offer in 2023.<br />

DecoTeam, the community of interests of German home textile<br />

suppliers, is offering a far reaching event program as part of<br />

Heimtextil 2023. The focus will be on the topic of online marketing,<br />

with keynote speeches by Monika Winden and a subsequent<br />

YouTube workshop. A panel discussion with interesting<br />

discussion partners will also provide exciting insights into the<br />

topics of sustainability and social media marketing.<br />

With the Heimtextil Conference Sleep & More, visitors* in 2023<br />

will again be offered a top-notch lecture program for the areas<br />

of health, sustainability and the hotel industry. Over the course<br />

of four days, experts will speak about the latest findings, developments<br />

and trends in the field of healthy sleep from various<br />

perspectives of the industry.<br />

With the “New & Next” program for young talents, young talents<br />

and start-up companies are given the opportunity to present<br />

themselves in the environment of the international industry. The<br />

fresh ideas and products of the New & Next exhibitors make a<br />

valuable contribution to the multi-faceted Heimtextil spectrum.<br />

Heimtextil will take place from 10 to 13 January 2023.<br />

<strong>November</strong> <strong>2022</strong>


10. – 13. 1. 2023<br />

FRANKFURT, ALMANYA<br />

Wow your<br />

senses.<br />

The true TEXTILES-TRENDS-TALKS experience.<br />

Stay up to<br />

date and<br />

subscribe<br />

to our<br />

newsletter!<br />

Inspire your senses at the most influential international<br />

trade fair for home and contract textiles.<br />

Here you’ll find the latest trends, lectures and<br />

guided tours for textile professionals with a thirst<br />

for knowledge. Make new business contacts and<br />

gain a complete overview of the market in just a<br />

few days. All this is only possible at Heimtextil<br />

with its huge WOW factor.<br />

info@turkey.<br />

messefrankfurt.com<br />

Tel:<br />

+90-216-384 50 50<br />

www.heimtextil.messefrankfurt.com


22<br />

PROFILE<br />

HTE<br />

Autumn Breeze with LCW<br />

<strong>Home</strong> New Collection<br />

LCW <strong>Home</strong> launches its new collection which has the warmest colors of autumn<br />

with special designs decorated with pumpkin and leaf patterns. Starting from<br />

plates to tablecloths, duvet covers to towels, stylish autumn-themed designs are<br />

waiting for you.<br />

utumn is one of the most romantic<br />

A<br />

seasons with its yellow leaves, cool<br />

winds and its nature which turns into<br />

thousands different kind of colors.<br />

LCW <strong>Home</strong> brings this romance and<br />

beauty to your homes with stylish<br />

and unique designs. LCW <strong>Home</strong> Autumn Collection, which<br />

is dominated by yellow, orange and earth tones, creates<br />

a warm atmosphere in homes. Doormats, throw pillows,<br />

tablecloths, runners and duvet cover sets welcomes the<br />

autumn season with pumpkin and autumn leaf patterns<br />

in unique hues.<br />

Leaf-patterned placemats, napkins and serving trays give<br />

a unique final touch to the dinner-tables. Plates which<br />

look very elegant with pumpkins and leaves, glasses and<br />

jugs in warm tones look extremely romantic. Pots, storage<br />

boxes and coffee presses that reflect the most beautiful<br />

colors of the season make kitchens just as beautiful as tables.<br />

Scented candles, which can be used in every corner<br />

of the house, look even more elegant in autumn with their<br />

unique colors and tree, pumpkin and forest theme.<br />

<strong>November</strong> <strong>2022</strong>


24<br />

PROFILE<br />

HTE<br />

Coyuchi<br />

launches public<br />

offering under<br />

regulation A+<br />

CCoyuchi, the first organic luxury home goods<br />

brand for sustainable living, announces today<br />

the opportunity for the general public to invest<br />

through a Regulation A+ offering for the first<br />

time in its 30+ year history. This Regulation<br />

A+ offering has been qualified by the SEC and<br />

the company is now accepting investments, along with the<br />

chance to become part of its mission to reinvent home<br />

textiles with sustainable practices. The offering circular<br />

can be reviewed here.<br />

Why invest in Coyuchi? The company is profitable<br />

and growing.<br />

Coyuchi has been in business for more than 30 years<br />

and has set the standard for sustainable home textiles,<br />

creating the market and demand for organic luxury home<br />

goods.<br />

Coyuchi’s sustainability mission and circular business<br />

model have proven a clear draw for customers. Over the<br />

last two years, Coyuchi’s net income has soared, with<br />

some notable highlights:<br />

• $33.3 million in net sales in 2021<br />

• 26% year-over-year net sales growth, while the industry<br />

average is only 5%<br />

• 200,000 active customers (with more than 100% growth<br />

between 2019 and 2021) at a 35% customer repeat purchase<br />

rate<br />

Adding to its innovation beyond sustainable practices and<br />

design, Coyuchi was an early adopter of a direct-to-consumer<br />

sales and marketing approach; creating a distinct<br />

advantage over incumbents and start-up newcomers in<br />

the luxury space. This has resulted in a high lifetime value<br />

customer, luxury retail partners such as Nordstrom, and<br />

its flagship store in Marin County.<br />

Why Now? We cannot achieve sustainability alone.<br />

With over 30 years of operational and market knowledge<br />

of sustainable textiles, the time to raise money through<br />

the public is now.<br />

<strong>November</strong> <strong>2022</strong>


26<br />

HTE<br />

PROFILE<br />

Seventy four percent of consumers are willing to pay more<br />

for sustainable products, a pattern that has only continued<br />

to increase over the last few decades. Coyuchi’s<br />

largely millennial customer base is no exception: millennials<br />

favor ethical consumption over price when purchasing<br />

goods and services and 83% of millennials want the<br />

brands they purchase from to align with their beliefs and<br />

values (source). According to McKinsey, millennial spending<br />

is expected to increase to $8.3 trillion by 2025; an<br />

investment in Coyuchi highly aligns with one of the more<br />

powerful consumer groups to date.<br />

Coyuchi is a profitable company with experienced leadership<br />

and a substantial direct-to-consumer model (over<br />

80% of its sales are directly through coyuchi.com).<br />

Sustainable products are the fastest growing sector of the<br />

home goods market, and Coyuchi is poised for a new<br />

phase of growth as the world awakens to sustainability<br />

at scale.<br />

The Market<br />

The overall U.S. market for home textiles is currently at<br />

$25 billion, with an expected AGR of 5% to reach $30<br />

billion by the end of 2025, according to Statista. In 2017,<br />

Coyuchi became the first home brand to implement a<br />

take back and recycling program - called 2nd <strong>Home</strong>.<br />

“We believe smart investing is investing in companies<br />

that not only drive financial performance, but also focus<br />

on positive environmental and social impacts in the communities<br />

they serve. Everyone should have access to this<br />

type of investment, which is why we’re excited to launch<br />

this Regulation A+ offering,”” said Eileen Mockus, CEO<br />

& President at Coyuchi. “With this public investment, we<br />

see an incredible chance to provide greater access to living<br />

sustainably for a healthier population and world.”<br />

This round of funding will be used to grow Coyuchi’s<br />

leadership in this market through expanded marketing,<br />

product category expansion, continued physical presence,<br />

and B2B strategic partnerships with wholesalers,<br />

and online marketplaces.<br />

Coyuchi sees the world differently.<br />

Coyuchi believes in the democratization of finance, and<br />

wants its customers, partners, and supporters with a common<br />

interest in Coyuchi´s mission, to have first access to<br />

invest alongside VCs.<br />

By investing through the Regulation A+ process, potential<br />

investors get access to shares in the company – an opportunity<br />

previously reserved for only the wealthiest 2%.<br />

<strong>November</strong> <strong>2022</strong>


28<br />

FOCUS<br />

HTE<br />

Effect of strong brand<br />

identity on the consumer:<br />

Is your brand recognized<br />

without a logo?<br />

Consumers can easily remember some brands without seeing the brand name or logo.<br />

This situation, which occurs subconsciously, is related to the ‘strong brand identity’ of<br />

brands. Emphasizing that brands that want to create an impact should look beyond the<br />

logo and brand name to the reminders that reach the 5 senses, Tasarist Creative Director<br />

Musa Çelik said, “Visual elements are very effective tools in representing the brand.<br />

However, we need to broaden our perspective and trust in the power of time in order to<br />

create a strong brand identity and then embed it.”<br />

A strong brand identity encompasses<br />

all the elements that enable con-<br />

A<br />

sumers to quickly remember the<br />

brand. The brand name and logo<br />

are two basic and very important issues<br />

in brand building, but they are<br />

extremely insufficient in placing the brand perception in<br />

the consumer’s subconscious. Therefore, from a broad<br />

perspective, a strong brand identity with customized reminders<br />

for the 5 senses emerges. Recently, there are<br />

applications where global brands remove logos from their<br />

products or advertising campaigns and give a message to<br />

the consumer. Moreover, the consumer recognizes the<br />

brand from the color, the shape of the packaging or the<br />

font, without even seeing the name of the brand. Musa<br />

Çelik, Creative Director at Tasarist, emphasizes that the<br />

underlying reason for this is unquestionably strong brand<br />

identity and brand awareness: “To achieve this power,<br />

brands must associate themselves with the emotions of<br />

the consumer and make the reminders of the brand consistent<br />

and continuous at all times. If the strong brand<br />

identity is not coherent and the experience offered in the<br />

products is variable, this weakens the power of the brand<br />

and prevents memorability by disrupting the integrity.”<br />

Musa Celik,<br />

Creative Director<br />

of Tasarist<br />

<strong>November</strong> <strong>2022</strong>


30<br />

HTE<br />

FOCUS<br />

Tasarist, states that a strong brand identity is much more<br />

than just the fact that a logo has been seen or a brand<br />

name has been heard before, and that the soul and story<br />

of the brand should be handled as a whole and presented<br />

to the consumer as a whole.<br />

Awareness does not bring recognition to brands<br />

Brand awareness and brand recognition are often confused<br />

or thought to be the same. Although the two concepts<br />

are related, there is a significant distinction between<br />

them, which also affects the path to brand sales.<br />

Brand awareness is defined as the consumer’s awareness<br />

of the brand’s existence, while brand recognition<br />

is defined as the consumer’s ability to identify the brand<br />

through its visual and auditory elements. In fact, brand<br />

awareness can lead to brand recognition in the long run<br />

and their relationship is based on this point, but the possibility<br />

that it may not go beyond the level of awareness<br />

should not be ignored. Musa Çelik, Creative Director at<br />

“Brand - consumer relationship is in the hands of<br />

time, not money”<br />

Strong brand identity elements of brands and their products<br />

are used to influence consumer buying behavior.<br />

The fact that the consumer encounters the same and reminding<br />

content at every point of contact with the brand<br />

increases the sense of trust in the brand without being<br />

aware of it. In this way, the consistent brand identity gains<br />

a place in the consumer’s subconscious with its associations.<br />

For brands that develop a strong brand identity<br />

after deep consumer analysis, “Reflect a strong brand<br />

identity at all touch points, and your final step is to leave<br />

your brand to the consumer’s time. It is in the hands of<br />

time rather than money to strengthen this relationship!”<br />

Musa Çelik says.<br />

<strong>November</strong> <strong>2022</strong>


17 - 21 Mayıs <strong>2022</strong><br />

İ S T A N B U L<br />

Stand No: HALL 2 C15


36<br />

HTE<br />

PROFILE<br />

Coop expands innovative sleep &<br />

wellness portfolio with the retreat<br />

mattress topper<br />

Coop <strong>Home</strong> Goods, a leading digitally native<br />

Cdesigner and marketer of the first fully adjustable<br />

pillow and ingeniously designed bedding<br />

to meet the unique needs of every type of<br />

sleeper, announced today the expansion of<br />

its existing product line with the launch of<br />

its latest innovation, the Retreat Mattress Topper. Joining<br />

hero SKUs, The Eden pillow and The Original pillow, which<br />

was labeled the “The Best Pillow We’ve Ever Tested,” by<br />

Good Housekeeping Magazine and <strong>2022</strong>’s #1 Overall<br />

Best Pillow by Consumer Reports, while boasting 50,000+<br />

5 star reviews on Amazon, the brand has set its sights<br />

on reinventing the sleeping experience with The Retreat<br />

Mattress Topper.<br />

Retreat was designed following the highest industry standards<br />

and has been deemed Certi-PUR US & GreenGuard<br />

Gold certified.<br />

“The transition from pillows to mattresses reflects our expanding<br />

products and services that will surround all sleep<br />

needs,” said Mike Crowell, CMO of Coop <strong>Home</strong> Goods.<br />

“Retreat has been in development for a very long time and<br />

we’ve gone to extreme lengths to ensure that the mattress<br />

provides a transformational experience for the consumer.<br />

The tremendous increase in fill and plushness of the<br />

topper, combined with the elimination of all pain points,<br />

Retreat is positioned to ensure our customers are getting<br />

the sleep they deserve.”<br />

Taking the beloved OOMPH! from Coop’s #1 ranked<br />

Original pillow, the Retreat Mattress Topper masterfully delivers<br />

a magical night sleep. To make this dream a reality,<br />

Coop has successfully reengineered the topper with 100%<br />

virgin memory Cross Cut foam that delivers breathability,<br />

unlike solid or shredded memory foam toppers, its Baffle<br />

Box construction that allows for even distribution of fill<br />

and fluffiness and a microfiber blend that lubricates the<br />

foam fill to provide additional breathability. Additionally,<br />

Where other mattress toppers take a one-size-fits-all approach,<br />

Retreat has 20% more memory foam than its<br />

nearest competitor while Coop’s proprietary oomph! fill<br />

delivers thousands of distributed cradling touch points<br />

vs head, shoulders, knees and toes. With 5” of Coop’s<br />

oomph fill, it is tuned for full body support, contouring<br />

around every curve and bend.<br />

<strong>November</strong> <strong>2022</strong>


38<br />

INNOVATION<br />

HTE<br />

Innovations<br />

presents FA22<br />

Collection, Botanic<br />

otanic draws inspiration from natural<br />

materials and plants, stripping<br />

B<br />

down to essential elements to showcase<br />

the raw, unconcealed nature<br />

and unique beauty of materials like<br />

sisal, linen, and recycled yarns. The 11 wallcoverings<br />

in the FA22 collection highlight the allure of ornate<br />

textures found in nature and add depth and warmth<br />

to any room.<br />

The collection explores natural materials like wood<br />

and cork and tiled patterns, alongside elevated vinyl<br />

wallcoverings that mimic the look of natural fibers.<br />

Traditional techniques like weaving, painting and<br />

dyeing by hand are incorporated throughout the collection,<br />

adding to the organic look and feel of each<br />

wallcovering.<br />

The beauty of raw linen is explored in Normandy,<br />

Flanders, and Holland, which each explore different<br />

weaving techniques from a tight chevron to a<br />

loose weave. Similarly, the organic texture of sisal<br />

is explored in the traditional natural weave of Agave<br />

which features a new contemporary color palette of<br />

soft blues, greens and neutrals.<br />

New approaches are used to add color to raw materials,<br />

achieving softer pastel hues and earth tones.<br />

This is most evident in the cork wallcovering Whistler,<br />

which goes through multiple rounds of dye to achieve<br />

a muted look while retaining the natural cork feel.<br />

Tilework has been used for centuries as a simple way<br />

of assembling materials and creating interesting patterns.<br />

Traditional tiles are interpreted in new ways,<br />

using the rough beauty of raw materials to form<br />

<strong>November</strong> <strong>2022</strong>


40<br />

INNOVATION<br />

HTE<br />

statement wallcoverings in bold patterns that are<br />

deceptively simple. Bloque features long strips of<br />

shaved wood that are dyed by hand and arranged<br />

in geometric forms of varying directions, generating<br />

movement and interest. The geometric pattern in<br />

Lido was developed from a hand painted watercolor<br />

mosaic that has been transferred to a digital format<br />

for printing and then printed on yarns that are individually<br />

glued to the backing. Framework weaves<br />

a structured tiled pattern out of recycled cellulose<br />

and paper yarns, adding new depths of texture to<br />

the subtle metallic design in an eco-friendly option.<br />

We are excited to introduce a PVC free vinyl alternative,<br />

Bursa, which is composed of 20% recycled<br />

material and Olefin composite in a striking texture<br />

reminiscent of raw silk. Another elevated Type II<br />

vinyl with a textile-like finish, Anvers, is a groundbreaking<br />

faux version of our best-selling linen<br />

Antwerp, made using a special embossed roller that<br />

took two years to develop to accurately recreate<br />

the delicate natural draping and pleating of linen.<br />

The textured weave of grasscloth is the inspiration<br />

for the Type II vinyl Ramina, with a robust color palette<br />

that complements the collection’s statement<br />

wallcoverings.<br />

The wallcoverings in this collection are unpretentious<br />

in their beauty. They tell the story of the earth<br />

and illustrate how natural textures possess the<br />

ability to stimulate closeness with nature. Recreate<br />

the peaceful atmosphere of spending time in nature<br />

and design a warm and welcoming space<br />

with a grounding connection to the outdoors with<br />

Innovations FA22 Collection, Botanic.<br />

<strong>November</strong> <strong>2022</strong>


42<br />

HTE<br />

PROFILE<br />

COZY&SOFT,<br />

an outcome of<br />

excitement and<br />

determination<br />

Started with the motto of<br />

“Make house to home”,<br />

Cozy&Soft brand offers<br />

soft and lovely home textile<br />

products you may fall in love<br />

I<br />

n an exclusive interview for <strong>Home</strong><br />

<strong>Textile</strong> <strong>Exports</strong> magazine, we asked<br />

the details of the story of Cozy&Soft<br />

to Buse Koca Düngel, the name behind<br />

the success of the brand.<br />

You built up a brand producing natural and high-quality<br />

home decoration products. Could you start with<br />

briefing the establishment story of your brand?<br />

It was like designing and selling products that I produced<br />

during my university years. I saw a dream. As<br />

I am an interior designer this will always be in the<br />

furniture field. I used to think. Unfortunately, the process<br />

does not end with producing the product. Good<br />

product design, put up for sale, package, shipping,<br />

cost etc. You start to think about it.<br />

At this point, I can produce my dreams freely and with<br />

less capital. I felt the need to turn to a product group<br />

that I could move forward with, and at this point, my<br />

home I decided on textiles. Basics in a small bedroom<br />

with fabric scraps Cozy&soft was thrown out,<br />

then the trials, products, details changed over time.<br />

Followed and our story reached here.<br />

Cozy&Soft is a brand for 2 years and we are just<br />

at the beginning of the road. Every detail ourselves<br />

we think and act. Deciding on the product, making<br />

experiments, materials we supply, we even shoot the<br />

product in our workshop. Later on we switch to stock<br />

production. However, we are a brand that cares about<br />

its carbon footprint. We do not hold large volumes of<br />

stocks. Our stocks have more orders and products.<br />

<strong>November</strong> <strong>2022</strong>


44<br />

PROFILE<br />

HTE<br />

Can you tell us about your fields of activity? The<br />

highest demand for your products? What regions<br />

does it come from?<br />

We only operate in the field of e-commerce. The<br />

products we produce in our workshop we sell<br />

through online marketplaces and our own website.<br />

America and Canada are among the most demanded<br />

places.<br />

You have Oeko-Tex certified products. Can you<br />

tell us what kind of work to get this certificate<br />

did you do?<br />

All the fabrics, threads and other materials we use<br />

are Oeko-Tex certified. We select our suppliers accordingly<br />

and attach importance to this situation.<br />

Oeko-Tex Certification is used in textile products<br />

that come into contact with the skin in any way.<br />

That the components such as fabric thread, etc.<br />

in the products are harmless and do not contain<br />

chemicals and declares that it is not harmful to human<br />

health.<br />

The production you started with the motto<br />

‘Make house to home’ to increase customer<br />

satisfaction on your journey. How do you work<br />

differently from your competitors?<br />

Cozy & Soft produces its products with an integrated<br />

design language and allows them to be used<br />

in combination. Also, whatever the style of your<br />

home is modern, minimalist, bohemian, contemporary,<br />

Scandinavian, Cozy&Soft product’s color<br />

and design adapt to most living spaces.<br />

You can choose from Cozy&Soft products for each<br />

area of your living space. Throw pillows for your<br />

seats, placemats for pleasant meal times, children<br />

decorative baskets for your room, baskets for your<br />

bathrooms, rope for your live plants baskets and all<br />

of these products are compatible with each other.<br />

Your brand cares about sustainability. What does<br />

it prioritize as usage?<br />

As we just mentioned about sustainability, especially<br />

Oeko-Tex certified. We use materials and<br />

choose our fabrics from natural cotton and linen<br />

groups. We take care. All decoration details on our<br />

products are made of cotton. It consists of yarns<br />

and jute details. Sustainability of our packaging we<br />

do this by using kraft envelopes.<br />

<strong>November</strong> <strong>2022</strong>


50<br />

HTE<br />

PROFILE<br />

BEDGEAR ® takes bedding industry by<br />

‘Storm’ with new performance ® pillows<br />

EDGEAR®, the brand of Performance®<br />

Bthat provides innovative bedding by focusing<br />

on an active lifestyle and well-being,<br />

today announces two new Performance<br />

pillows in the Storm collection: Storm<br />

Performance® Pillow and the Storm<br />

Cuddle Curve Performance® Pillow, which includes a unique<br />

curvature shape to accommodate all types of sleep positions.<br />

Both pillows feature ventilated mesh sides and “air vents” for<br />

maximum breathability.<br />

Based on the success of the original Storm pillow, the new<br />

dual-chamber Storm Performance Pillow and Storm Cuddle<br />

Curve Performance Pillow feature a sophisticated look with<br />

metallic green Air-X® mesh, metallic green piping and air<br />

vents either on top and bottom or on all four sides for continuous<br />

cross-ventilation throughout the pillow. An air vent<br />

is a soft, circular fabric with a mesh center, which is about<br />

the size of a nickel. The benefit of it is allowing hot air coming<br />

from the head, neck and shoulders to be directed away<br />

from the body. BEDGEAR’s Ver-Tex cooling cover has been<br />

designed with a white lofty triangular pattern and silver stitching<br />

for a more modern look that dually contributes to better<br />

airflow. One side of the Storm and Storm Cuddle Curve is<br />

filled with a React blend of responsive foam that includes<br />

silk-like fibers for soft, conforming support. The other side is<br />

filled with a React foam crown for firm, conforming support<br />

for the head, neck and shoulders.<br />

The Storm Cuddle Curve Performance Pillow conforms to the<br />

curves of the body when sleeping, allowing the pillow to stay<br />

in place throughout the night. Its crescent design allows for<br />

proper spinal alignment no matter the sleep position.<br />

Both pillows include zip-off removable and washable covers<br />

that create a clean and healthy sleep environment. The covers<br />

are high-efficiency washable that use less water, less detergent<br />

and less energy to wash and dry.<br />

“BEDGEAR is always looking for new ways to continuously<br />

maximize the rest and recovery of sleepers and reduce their<br />

overheating so they Wake Ready the next morning. And<br />

BEDGEAR understands every person has different sleeping<br />

preferences, and that is why we say One Size Does Not Fits<br />

All,” said BEDGEAR CEO and founder Eugene Alletto. “As a<br />

result, the new Storm Performance® Pillow and Storm Cuddle<br />

Curve Performance® Pillow with their cool-to-the-touch Ver-<br />

Tex covers are perfect for those who sleep warm or hot and<br />

are available in four different sizes, or heights, to accommodate<br />

stomach, back, side and multi-position sleepers of all<br />

body types. Bodies have shapes and curves to them, so we<br />

believe our pillows should, too, like the Storm Cuddle Curve.<br />

BEDGEAR firmly believes in inclusivity.”<br />

<strong>November</strong> <strong>2022</strong>


52<br />

HTE<br />

PROFILE<br />

Crate & Barrel reimagines rug<br />

assortment from the ground up with<br />

new artisan-crafted rug line<br />

Crate & Barrel unveils a new assortment<br />

C<br />

of rugs, crafted for customers to ground<br />

any room in modern yet timeless design.<br />

The collection demonstrates the brand’s<br />

commitment to meeting customer needs<br />

through high-quality, design-forward products<br />

with more choice and variety of materials than ever<br />

before.<br />

The artisan-crafted collection features best-in-class fibers<br />

like shed-resistant New Zealand wool, premium viscose<br />

for a luxurious look, and naturally resilient jute and sisal.<br />

Handwoven, hand-knotted or hand-tufted and finished<br />

with durable serged edges, the new rugs are made to last<br />

a lifetime. “Rugs have the power to define interiors and<br />

complete a room, and this new collection gives customers<br />

a range of distinct styles and layers for any type of home<br />

or project,” said Sebastian Brauer, Senior Vice President<br />

of Product Design, Global Head of Metaverse. “We hope<br />

this assortment will inspire our customers to bring beautiful,<br />

luxurious and artisanal foundations into their home<br />

through stunning rugs made of the highest quality fibers.”<br />

The collection offers more than 90 new patterns in varying<br />

fibers, textures and colors in a range of sizes including a<br />

new 12x15 oversized option available for the first time in<br />

select styles. An online rug buying guide helps customers<br />

find the right size for their space. Each line of the collection<br />

echoes the aesthetic of a global destination, like the<br />

woven rugs inspired by Morocco’s Atlas Mountains.<br />

<strong>November</strong> <strong>2022</strong>


54<br />

PROFILE<br />

HTE<br />

A brand new collection by<br />

“Yastık by Rıfat Özbek”:<br />

“Floral Rainbow”<br />

Floral Rainbow, the latest collection of<br />

‘Yastık by Rıfat Özbek’, gets its inspiration<br />

from the unique colors and miracles<br />

of nature. The collection, which conveys<br />

the vitality of nature in living spaces,<br />

includes all colors of the rainbow. The gratitude for the<br />

values nature keeps on offering to mankind comes to life<br />

in the unique colors and patterns in the “Floral Rainbow”<br />

collection.<br />

Floral Rainbow, the latest ‘Yastık by Rıfat Özbek’ collection<br />

prepared by world-famous designers Rıfat Özbek and<br />

Erdal Karaman, refers to the human admiration of nature<br />

on account of its whole cycle and self-renewal power. The<br />

gratitude for the values nature keeps on offering to mankind<br />

comes to life in the unique colors and patterns in the<br />

“Floral Rainbow” collection.<br />

<strong>November</strong> <strong>2022</strong>


56<br />

HTE<br />

PROFILE<br />

The pieces in the collection, which focus on reviving the<br />

living spaces that shrink on a daily basis as a result of modern<br />

life, through floral breezes, create a feeling of peace,<br />

safety and serenity. The collection, which is limited edition,<br />

includes all the colors of the rainbow. Bougainvillea<br />

pink, water and grassgreen, ocean and indigo blue and<br />

turquoise tones are among the colors predominantly used<br />

in the collection.<br />

<strong>November</strong> <strong>2022</strong>


60<br />

EVENTS<br />

HTE<br />

Technology transformation<br />

leaders of the textile industry will<br />

come out of Denizli<br />

echnical <strong>Textile</strong> Transformation Project in<br />

TDenizli” which is funded by the European<br />

Union and the Republic of Türkiye and<br />

started in Denizli in 2020, continues<br />

its work without slowing down. DTO<br />

Chairman of the Board Uğur Erdoğan said<br />

that the project which was supported within the scope<br />

of the “Competitive Sectors Program” implemented by<br />

the Ministry of Industry and Technology and implemented<br />

by the Denizli Chamber of Commerce (DTO), will not<br />

only transform the Denizli textile industry, but also will<br />

enable the entire textile industry of Turkey to be known in<br />

the world. He said that they considered it as a move that<br />

would break new ground in the industry and that will bring<br />

a new era to Denizli and many sectors in which it operates.<br />

Erdogan; “I can proudly say that Turkey’s technology transformation<br />

leaders in the field of textiles will open up to the<br />

world from Denizli,” he said.<br />

Technological transformation means higher value<br />

added products and increasing export volume<br />

DTO President Uğur Erdoğan, who shared his views on<br />

the subject, said that Denizli, which is the first city that<br />

comes to mind when it comes to towels and bathrobes not<br />

only in Turkey but also in the world, aims to transform the<br />

textile industry into a technical textile industry by taking<br />

strength from its experience and competitive structure in<br />

home textiles. He stated that he has had very busy days<br />

regarding this project for two years. Erdogan; “Our Denizli,<br />

which is an important center especially in towel and bathrobe<br />

production, meets a significant part of the country’s<br />

annual exports in this field and is recognized as the world<br />

capital in the field of cotton textiles. In order to achieve<br />

better positions in exports and industry, we have set our<br />

first goals to follow information and technology closely, to<br />

produce products with higher added value by making the<br />

necessary investments in innovation and R&D studies, and<br />

thus to increase our production diversity. In this way, we<br />

will ensure that our national wealth, which is paid abroad<br />

for imports, remains within the country. At the same time,<br />

we are increasing our target day by day in order to make a<br />

great and important contribution to the Turkish economy<br />

by establishing new employment areas.”<br />

The journey of transformation into technical<br />

textiles will not only increase textile exports, the<br />

price value of textile in kilograms will also jump<br />

The Project Technical <strong>Textile</strong> Transformation Project in Denizli<br />

(DTTD), implemented by the DTO, aims to transform the Denizli<br />

textile industry and change the face of Turkey’s textile exports<br />

over time. Denizli industry and exporters will meet with high value-added<br />

textile products with the DTTD Project, which is one of<br />

the two innovative projects selected from among hundreds of<br />

projects in the country, sent from chambers and exchanges affiliated<br />

with TOBB and deemed worthy of support. Ugur Erdogan,<br />

President of DTO also listed his final goals as; “Our Technical<br />

<strong>Textile</strong> Center is an innovative and important initiative that will<br />

draw a new path for our industry and our city and open our horizons.<br />

It will not only ensure the emergence of new products and<br />

inventions, but also contribute to the clustering of companies<br />

<strong>November</strong> <strong>2022</strong>


operating in this field and related sectors and business lines,<br />

thereby paving the way for the establishment of new companies<br />

in new business lines in our city. I can happily say in advance<br />

that the project will give a new impetus to Denizli’s textile journey,<br />

expand the product range and increase the kilogram price<br />

value of Denizli’s exports over time,”.<br />

Everyone has taken on the responsibility and<br />

big investment has been made in the world class<br />

technical transformation of the textile industry<br />

DTO President Uğur Erdoğan pointed out that a large investment<br />

has been made in the Technical <strong>Textile</strong> Transformation<br />

Project in Denizli, which is carried out within the scope of the<br />

“Competitive Sectors Program” implemented by the Ministry of<br />

Industry and Technology with the co-financing of the European<br />

Union and the Republic of Turkey; “An area of 1000 square<br />

meters for our Technical <strong>Textile</strong> Center was allocated to DTO<br />

by our Denizli Organized Industrial Zone. Equipment procurement,<br />

construction/installation processes and set up of<br />

our center have also been completed. As Denizli Chamber of<br />

Commerce, we have also started a new project to increase the<br />

competitiveness of our SMEs, especially our textile industry,<br />

in cooperation with the OIZ Directorate. Besides this center, a<br />

Vocational and Test Training Center is also being established.<br />

With our Vocational Training Center where technical textile and<br />

textile technology are located side by side, our participating<br />

companies will be able to receive all business development,<br />

training and consultancy services from a single point. We are<br />

making every attempt to ensure that our Denizli Technical<br />

<strong>Textile</strong> Center serves as the attraction point in the region with<br />

a sustainable structure.”<br />

All kinds of opportunities are provided in Denizli<br />

for the technology transformation leaders of the<br />

future textile industry<br />

In order to identify and optimize the needs of companies and<br />

new entrepreneurs before the project, surveys and workshops<br />

were conducted with 100 textile companies, 65 of which were<br />

in the SME status, and during the project period, advisory and<br />

steering committee meetings, stakeholder workshop and analysis<br />

of 166 companies were carried out. DTO President Erdoğan:<br />

“In line with the work we have done, we have started theoratic<br />

and practical trainings for textile companies. After the surveys<br />

were completed and analyzed, 55 companies participated in<br />

our workshop. We constantly shared about the launch of the<br />

project in the promotional meetings we held and the platforms<br />

we participated in, and we saw that the interest increased day<br />

by day. At the end of the project, our goals such as the establishment<br />

of our Denizli Technical <strong>Textile</strong> Center and at least<br />

50 companies benefiting from this center, providing business<br />

development support to 100 companies or entrepreneurs on<br />

technical textiles, increasing the sales and/or exports of 30<br />

companies and reducing all input costs including energy, the<br />

establishment of at least 5 new companies and the generation<br />

of new employment , continue to excite our textile companies<br />

and all our stakeholders who contributed to the project. At<br />

the same time, we will establish the Denizli Technical <strong>Textile</strong><br />

Cluster (DTTK).<br />

As bringing something new in Denizli with their projects,<br />

Erdoğan said the importance of their projects as, “Our Turkey<br />

is a candidate to have a say in the world league with the technical<br />

textile sector. Because, as all parties involved, we all know<br />

well that with this project, our success in the textile industry<br />

will be carried to higher levels with the cooperation and belief<br />

of companies that will be known as technology transformation<br />

leaders in the future. And I would like to underline again that<br />

the first.”technology transformation leaders of the textile industry<br />

will happily come out of Denizli.<br />

61


64<br />

PROFILE<br />

HTE<br />

Parachute,<br />

has launched<br />

its first living<br />

room furniture<br />

collection with<br />

15 pieces of<br />

sustainably made<br />

furniture<br />

Parachute, a lifestyle<br />

brand that sells direct-toconsumer<br />

as well as brickand-mortar,<br />

has launched<br />

its first living room<br />

furniture collection with 15<br />

pieces of sustainably made<br />

furniture.<br />

I<br />

Inspired by the preferences of its own customers,<br />

the new collection embodies soft<br />

lines and rounded edges. The collection was<br />

made to be design fluid, meaning there is<br />

not necessarily one style, and the pieces<br />

serve as a building block for showcasing<br />

one’s own personal design choice. “Our online and in-store experiences<br />

are meant to complement each other, and our stores<br />

are so much more than a sales channel,” said Ariel Kaye, CEO<br />

and founder. “They’re designed to feel like a home, allowing<br />

customers to interact with our product first-hand; we even offer<br />

complementary in-store and virtual design consultations.<br />

“As we move beyond the bedroom and bathroom, we are excited<br />

to give customers the ability to bring the comfortable look and<br />

premium feel they expect from Parachute into one of the most<br />

important rooms in their home.” Sustainability was at the forefront<br />

of the collection as Kaye found that the industry is over-producing<br />

high-waste and low-quality furniture. Parachute looked to<br />

create “trendless” investment pieces, some being made to order,<br />

<strong>November</strong> <strong>2022</strong>


“While the focus of the brand has historically centered 65<br />

around the intimate spaces of the home, we are eager to<br />

offer customers the comfortable look and feel they have<br />

come to expect from Parachute in their communal spaces<br />

as well,” said Kaye. “Throughout our retail expansion, customers<br />

have consistently asked to purchase the custom<br />

furniture and fixtures throughout our stores, validating<br />

that they want to recreate this unique aesthetic in their<br />

own homes.”<br />

Kay added the the market size of the living room furniture<br />

category, which accounts for $70 billion in estimated revenue<br />

this year and more than any other room of the home,<br />

led to this expansion. “We plan to continue to iterate and<br />

introduce new products to our furniture collection in the<br />

coming months and years. We are just getting started.”<br />

to avoid wasteful production. Key material includes<br />

100% sustainably sourced FSC-certified hardwood<br />

and 12 durable fabrics that are PFA-free.

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