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 />
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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 />
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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>
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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>
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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>
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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>
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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>
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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>
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PROFILE<br />
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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.