Guleser Dukes It Out With Chinese Designers
May 11, 2004
BURSA, Turkey - When Engin Ocak came to New York City in March to exhibit at the TURKISH HOMETEX Exhibition at the Metropolitan Pavilion, he was shocked to see how much Americans loved Chinese-made products. But as general manager of Guleser, a leading Turkish producer of upscale upholstery jacquards, Ocak returned home well armed to give Chinese textile firms a run for their money.
Were still aiming to increase our quality and make more complicated designs than China, Ocak said. Were already selling our product in China, Japan and Indonesia. China buys small quantities from Guleser in our most expensive qualities.
But improving the quality of his fabrics was a dangerous strategy in the textile war with China.
China is coming, improving. I saw an exact copy ... of Gulesers design during Heimtextil in a Chinese stand, Ocak said. I said to the guy there, Its my fabric, and he said, Yes, I did it the same. He was so happy. The design that was copied was our creation. He had my original sample in coordinates and copied the principal design. Maybe he got one of my sample books.
Quality design is not Gulesers only weapon against China. Quality control and mill management stock the Guleser arsenal as well. My aim is not to increase weaving capacity, but to improve yarn and dyeing so I can better supply our needs at the mill, Ocak said. He said his other goals include improving quality and reducing manufacturing interruptions due to lack of yarn and dyeing. In 2004, were planning to make investments in yarn and dye house facilities, he said. This will allow us to be completely vertical, yarn forward in acrylic and viscose.
The companys six in-house designers produce 70 percent of Gulesers designs; the firm purchases the other 30 percent from Italy. The company is also developing its export business. Guleser exports 85 percent of its production to 32 countries. The UK has overtaken the Middle East as Gulesers biggest customer. Guleser sells to U.S. wholesalers through an agent, and plans to export ready-mades - which are gaining popularity in England - soon to the U.S.
Guleser reported sales of $14 million in 2003 and $17 million so far in 2004, thanks largely to Evteks 2003, Ocak said. To fill the orders, Guleser is working at full capacity: 250,000 meters of jacquards - most of which are chenille - monthly. The fabric sells at $5.50 to $10 a meter.
Ocak said he is greatly looking forward to Evteks 2004, and expects Guleser to achieve at least as much success there as the firm did in 2003.
I think we will have a successful Evteks show like last year. My main customers will come to Turkey two weeks before the show. I expect more buyers from Europe, but European customers never order at shows. However, the Middle Eastern people order at shows. I hope they come back to Evteks so we can get instant feedback on our designs, he said.
Were still aiming to increase our quality and make more complicated designs than China, Ocak said. Were already selling our product in China, Japan and Indonesia. China buys small quantities from Guleser in our most expensive qualities.
But improving the quality of his fabrics was a dangerous strategy in the textile war with China.
China is coming, improving. I saw an exact copy ... of Gulesers design during Heimtextil in a Chinese stand, Ocak said. I said to the guy there, Its my fabric, and he said, Yes, I did it the same. He was so happy. The design that was copied was our creation. He had my original sample in coordinates and copied the principal design. Maybe he got one of my sample books.
Quality design is not Gulesers only weapon against China. Quality control and mill management stock the Guleser arsenal as well. My aim is not to increase weaving capacity, but to improve yarn and dyeing so I can better supply our needs at the mill, Ocak said. He said his other goals include improving quality and reducing manufacturing interruptions due to lack of yarn and dyeing. In 2004, were planning to make investments in yarn and dye house facilities, he said. This will allow us to be completely vertical, yarn forward in acrylic and viscose.
The companys six in-house designers produce 70 percent of Gulesers designs; the firm purchases the other 30 percent from Italy. The company is also developing its export business. Guleser exports 85 percent of its production to 32 countries. The UK has overtaken the Middle East as Gulesers biggest customer. Guleser sells to U.S. wholesalers through an agent, and plans to export ready-mades - which are gaining popularity in England - soon to the U.S.
Guleser reported sales of $14 million in 2003 and $17 million so far in 2004, thanks largely to Evteks 2003, Ocak said. To fill the orders, Guleser is working at full capacity: 250,000 meters of jacquards - most of which are chenille - monthly. The fabric sells at $5.50 to $10 a meter.
Ocak said he is greatly looking forward to Evteks 2004, and expects Guleser to achieve at least as much success there as the firm did in 2003.
I think we will have a successful Evteks show like last year. My main customers will come to Turkey two weeks before the show. I expect more buyers from Europe, but European customers never order at shows. However, the Middle Eastern people order at shows. I hope they come back to Evteks so we can get instant feedback on our designs, he said.
