On 18 April 2013, Samet GmbH opened its premises in Germany. In doing so, it has made a 300-m² large exhibition available in Bad Oeynhausen as an advice centre for the application of furniture fitting technology as well as a platform for discussing new trends and individual requirements. The German subsidiary forms part of the global expansion of the Turkish Samet Group, which is one of the five largest manufacturers of furniture fittings. The managing director of Samet GmbH in Bad Oeynhausen is Ulrich Spleth.
After the subsidiaries in Russia and Italy, Samet GmbH in Bad Oeynhausen is the third foreign branch of the internationally active Samet Group. “We regard ourselves as being at the forefront of the global expansion,” Ulrich Spleth, the managing director, said at the inauguration of the new showroom. However, the German subsidiary is also a sign that Samet is ready to compete with the market leaders. The initial target is to retain existing customers, gain new customers in the cabinet furniture industry as well as in the retail and wholesale trade and to arrange for participation at trade fairs in Germany. “We will be in the industry’s critical eye from as early as 13 May 2013 on our 520 m² stand at the Interzum in Cologne,” Spleth said.
The next step is to develop the workforce for sales, customer service, application technology and office work. This includes storage and distribution preparations with a well-known, large logistics company to ensure that deliveries can be executed promptly during ongoing business operations, as it was referred to during the inauguration to which potential customers, the trade and local press, as well as business partners were invited. Klaus Mueller-Zahlmann, the mayor of Bad Oeynhausen, Ufuk Kızıltan, the chairman of the executive board of the Samet Group in Istanbul, and Ulrich Spleth, the managing director of the German subsidiary, performed the obligatory cutting of the ribbon at the inauguration.
The newly opened showroom by Samet GmbH, which was registered in the commercial register of Bad Oeynhausen on 14 November 2012, shows a cross section of Samet furniture fitting technology. The entire range, manufactured in compliance with a wealth of international quality standards, comprises 2,400 different items that include hinges, drawers and drawer runners, sliding door and flap fittings, interior accessories for drawers, connecting fittings and lighting elements with LED technology. “Product variety and flexibility, combined with price leadership, will ensure market success in Germany,” was the confident assessment at the inauguration of the German subsidiary.
Important facts about Ulrich Spleth
“To develop and manage the German subsidiary of Samet A.Ş. (Inc.) of Istanbul, the Turkish market leader has engaged none other than the experienced sales manager Ulrich Spleth,” the trade publications wrote in the late summer of last year. Ulrich Spleth, a graduate business administrator, who was born in 1960 in Munich and has lived in Bad Oeynhausen since 2001, brings 30 years of experience in the wood-based and furniture industries, as well as his specific knowledge of the circumstances within the branch, to his position as managing director of Samet GmbH.
Five years of training and marketing management at EKA-Möbelwerke, 13 years as sales manager and head of strategy and processes at ALNO, seven years as the marketing and sales manager at Habemat-Küchen and five years as the managing partner of NoS Consulting form the basis of his ability to direct businesses towards growth as well as customer and market proximity. He has proven how marketing organisations can be developed strategically and operationally with powerful performance and high transparency, and how the marketing of brand positioning functions to assert oneself against the competition.
Important facts about the Samet Group
SAMET A.Ş (Inc.) was established in 1973 in Turkey. The company has been making furniture fittings since 1978, which are sold under the brand name SAMET. SAMET is the market leader in Turkey with a market share of about 80 per cent and regards itself as one of the five largest manufacturers of furniture fittings worldwide. About 1,200 employees work in the modern factory that employs state-of-the-art technology in its production on 32,000 m², takes its obligations towards the environment seriously and strives to achieve permanent improvements. In respect of which, the company has 120 employees solely in research and development.
Samet manufactures in conformity with international quality standards and is certificated by LGA, FIRA and NIMM-EPH DETMOLD, as well as according to ISO-9001 and TSEK (Turkish Standards Institute). Samet was the first B2B business that, after auditing by the international consulting firm Deloitte, was accepted in the Turkish initiative for the promotion of the international brand awareness of “Turquality”.
It supplies more than 500 customers in Turkey as well as in 90 countries on five continents. These include, for example, the USA, Russia, Germany, United Kingdom, Italy, Spain and China.
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