Artenova Targets Home Market with Designer Curtain Line
January 17, 2003
Istanbul - Artenova has launched a Turkish-madeline of curtains designed in Germany by Atila Oztat, a German citizen.
While the rest of the Turkish industry concentrates on export, Artenova has just inked a deal to sell its line to 200 Kanape stores in Turkey. Kanape is known for its selection of imported European products. Each store will have its own Artenova boutique section.
''We have learned how to style the Artenova line from the Europeans. This new line will be sold under the K-Line by Artenova label.'' Kanape is a 2,000 store cooperative buying group managed by Hatemi in Ankarra.
The new line of readymade curtains is also being sold to a large German wholesaler as well as wholesalers in England, Belgium, Holland, Russia and France, said Gokhan Iscen, manager of Artenova. Artenova has appointed one agent each in nine countries and projects sales of $8 million for 2003.
Artenova has also developed web-based software to provide online decoration support for its customers. Mystic Textil Handel GmbH, a Wiesbaden, Germany-based company in operation since 1992, owns the Artenova brand. It is the outgrowth of Mememteks, the parent company and producer of the yarn used in the production of the curtain line. Mememteks also sells its yarn to many mills in Turkey. Several of these mills are weaving and finishing the Artenova line under contract.
''Turkey has a weaving tradition of 7,000 years, but until Artenova, we did not have a brand name in the curtain industry,'' he said. ''About 70 percent of the Turkish population is under 30 so we feel our products will appeal to this youthful market as well as for export.''
Iscen reports to Emre Can, who started his working life in 1974 as an apparel supplier to German retail catalogs. Sometime thereafter, he built a yarn factory under the name Metemteks that made boutique yarns for embroidery and labeling, mostly in the domestic Turkish market. F&FI
While the rest of the Turkish industry concentrates on export, Artenova has just inked a deal to sell its line to 200 Kanape stores in Turkey. Kanape is known for its selection of imported European products. Each store will have its own Artenova boutique section.
''We have learned how to style the Artenova line from the Europeans. This new line will be sold under the K-Line by Artenova label.'' Kanape is a 2,000 store cooperative buying group managed by Hatemi in Ankarra.
The new line of readymade curtains is also being sold to a large German wholesaler as well as wholesalers in England, Belgium, Holland, Russia and France, said Gokhan Iscen, manager of Artenova. Artenova has appointed one agent each in nine countries and projects sales of $8 million for 2003.
Artenova has also developed web-based software to provide online decoration support for its customers. Mystic Textil Handel GmbH, a Wiesbaden, Germany-based company in operation since 1992, owns the Artenova brand. It is the outgrowth of Mememteks, the parent company and producer of the yarn used in the production of the curtain line. Mememteks also sells its yarn to many mills in Turkey. Several of these mills are weaving and finishing the Artenova line under contract.
''Turkey has a weaving tradition of 7,000 years, but until Artenova, we did not have a brand name in the curtain industry,'' he said. ''About 70 percent of the Turkish population is under 30 so we feel our products will appeal to this youthful market as well as for export.''
Iscen reports to Emre Can, who started his working life in 1974 as an apparel supplier to German retail catalogs. Sometime thereafter, he built a yarn factory under the name Metemteks that made boutique yarns for embroidery and labeling, mostly in the domestic Turkish market. F&FI
