The Turkish market leader for furniture fittings has a customer list of addresses in more than 100 countries around the world including the USA, Russia, Poland, Germany, Britain, Italy, Spain and China. However, the company – which makes sales of around 100 million euros – is confident that its current export business is only the start of its international growth. From a market share of 65 per cent on its home market of Turkey, Istanbul-based Samet Kalıp ve Madeni Eşya Sanayi ve Ticaret A.Ş., SAMET for short, wants to become a global brand. The company’s presence on a 520 sq m stand at the world-leading trade fair, interzum in Cologne from 13 to 16 May 2013, demonstrates strength and highlights its aims.
“We have confidence in our export capability”, affirms Managing Director, Ufuk Kızıltan, emphasizing that a detailed analysis is a prerequisite for market entry. “We pursue innovation, design and quality as a way of giving our customers new momentum”, Kızıltan explains. This philosophy is not new, he adds, as it was that same philosophy that helped his father achieve success ever since the company was founded in 1973. Ufuk Kızıltan quotes his father’s words, “We want to keep getting better and better”. Also, he said, the product range of more than 2,400 different articles in the fittings segments for hinges, drawer and lighting systems, sliding door, flap door and connecting fittings, unit interior fittings, drilling and fitting mounting machines has been examined very thoroughly, and with good reason: certificates like ISO 9001, LGA, NIMM-EPH Detmold, FIRA and TSEK are confirmation of the standard of quality.
The basis of all this is, in his estimation, the ultra-modern technology at the company’s two manufacturing sites in Istanbul and Çerkezköy with production space totalling 32,000 sq m. “We are one of the few competitors in the world still designing and building our production machinery ourselves”, is how Ufuk Kızıltan accounts for Samet’s competitive edge. Its advantages also notably include the in-house development department, which operates as an officially recognized research and testing institute. An R&D team of more than 120 people underpins the company’s innovative capability which is currently being showcased at interzum in the adjustability of the closing force of the self-closing hinges, coloured hinge covers, new flap door lifting fittings and LED lighting systems.
Along with all that technical perfection, the importance Samet attaches to design is documented by its links with prominent designers. For instance, the influence of the renowned design partnership of Defne Koz and Marco Susani, who have studios in Chicago, Milan and Istanbul, is evident. This is another thing which international visitors to the fair will recognise as a first in the furniture fittings industry.
With a 1,200-plus strong workforce Samet considers itself perfectly positioned to catch up with the world market leaders. By its own reckoning the company is already one of the Big Five in this international sector today. In the push to become a global brand the target markets will now be developed even more intensively than before. Samet LLC in Rostov-on-Don will shortly be followed by a new branch in Moscow to move into the growing Russian market. In December last year Samet established a subsidiary, Samet S.R.L., with a 1,000 sq m showroom in Grassobio near Bergamo in Italy, the centre of furniture design. And since April, Samet GmbH has been operating with a 300 sq m show floor in Bad Oeynhausen in Westphalia, the heart of Germany’s furniture industry. The opening of more branches depends on the results of new target market analyses.
Following an audit duly conducted by the firm of Deloitte, Samet counts on the support of Turquality in all these international activities. Turquality is the world’s first state-aided, comprehensive brand development scheme for Turkey. With 132 Turkish brands now being supported the Turquality name is increasingly becoming synonymous with international prestige.
In summary, this background forms the basis to the company’s vision. “We want Samet to become a global brand which is favoured by furniture manufacturers and consumers because of its products, its modern technology and consistent quality”, is how Ufuk Kızıltan describes his objective. There’s a big emotive factor involved as well, as is evident from the slogan embedded in the brand logo: Samet – the soul of furniture.
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