Aslandağ Group, one of the Turkish Door and Kitchen manufacturers, geared up for exportation of their products despite the Turkish building and construction industry has slowed down. Aslandağ Group’s CEO Cemal Aslandağ says, “We want to make Turkey as a brand country at door and kitchen industry in the world.”
Door and Kitchen products are another branch in the furniture industry where the country has foreign trade surplus. Turkey has started serial production for door and kitchen manufacturing around 2000’s. Workmanship manufacturing slowly developed into brand factories. Today Aslandağ Group who proved their brands in both door and kitchen industries, showed their success to the market by Tresette Kitchen products which fit luxury kitchen standards. And with their door brand Artella which has become a necessary brand in boutique or brand name apartment buildings. Aslandağ Group’s CEO Cemal Aslandağ has emphasized that the company has a continuous self-development and research with the power of their 60 years of expert background. Following is an interview highlighting the company’s main objective is exports of their products.
How was the first half of this year?
In London, we had started to serve our customers at Turkish Trade Center. We promoted our store 4A Collection in Etiler District and we increased our export trading by those actions. Meanwhile we keep supporting our social responsibility projects.
How could you provide and keep your brands name alive in nationally and internationally?
Best promoting comes with after a successful finished job. Then the people’s recommendation about your job to the others. Briefly saying, you consolidate your place with every success end product. Always we defined our limits to the best. We did not hold investing back. We cared about institutionalization and marketing activities. We follow the world trends and applied them. Customer trust is important to us. All those brought us a successful brand familiarity.
You sell your product even to Italy where has many famous brands. What is the secret of success?
As I said before we are investing in that. For example; for 3 years we have been making a contest which name under “I design the door” for university students whose studying at industrial design, architecture and interior architecture. For the first look you can ask like “It is just a contest but how can it help on our industry?” All those thoughts make our step way down. However, our aim is put some enthusiasm on design to our next generation. Their imaginations are like a pushing force effort ourselves to realize their designs to real life by hardly production. We want to tell them to draw their attention; “Hey look also you can take your interest on door and kitchen industry, too!” There is nothing like impossible. We own all labor force, employment and technology. We just lack of branding, and having false marketing actions. You see that Aslandağ is affording on those mostly.
What kind of advantages did come to Aslandağ with your brands first Artella Wooden Door Systems and secondly Tresette Kitchen brand?
Artella found its best place in the market. At the moment you can see Artella Door Systems in most of branded residence projects found in Istanbul. Also we are on 75 percent of Bağdat Street buildings where is the heart of urban renewal. With Tresette we aimed luxury kitchen furniture market. And we catch the success there too. We export both our brands. In Turkey we are leading an industry which is not talking and also not exporting to foreign countries. I am sure that our brands will find more successful points in exportation.
What kind of map did you draw for exporting products?
We invest our 30 percentage of our endorsement to exportation. Last years it was around 20 percent. Our purpose is raising this rate to 50 percent. We do export for 5-10 Dollars per kilogram. Also, we have on going 40000 square meters factory investment which going to complete in 2023 in Sakarya Organized Industrial site. We produce 120 thousand doors in a year. 15 thousand luxury housing in over 500 urban renewal projects had chosen our doors since 2011. We supplied products for 25 thousand residences in over 100 urban renewal projects. In year 2018 we did not expect economical inertia. For this case we dropped behind our aims but even we realized growth in the company.
