Tanriverdi, Maker of Verdi(r) Brand
September 20, 2000
Tanriverdi, the 30-year-old embroidered panel specialist in Catalca, Istanbul, expects to have better year in 2000 than it did in 1999.
"Year 2000 is firming up, but 1999 was not a good year due to the crisis in Asia and Brazil," said Umit Alp Ozkarakas, deputy general manager of Tanriverdi. "This produced shocks and the customer became very conservative as the result. They wanted to keep running lines and not add new items."
"Business is good in Turkey and also export in 2000. We're delivering within eight weeks of receipt of the letter of credit to 54 countries. This company is debt-free. With no expense due to financing, Tanriverdi is very strong," he said.
Tanriverdi is the maker of the Verdi label, well known in Turkey thanks in part to the endorsement of Turkish singer Emel Sayin. (That endorsement program has ended, however, Ozkarakas said.)
"We're exporting voile to China because China is not producing up to our quality levels," Ozkarakas said. "We're also selling throughout Europe, especially to France where small producers only are left with two or three machines working in the local market."
Tanriverdi has 155 embroidery machines, each 21 yards wide. "Of the 6,000 embroidery machines in the world, Turkey has 2,000 of them," he estimates. Tanriverdi has a joint-venture in the upholstery weaving business. About 80 percent of all production is exported. A new product section is now devoted to embroidered made-ups. Tanriverdi is adapting the best window covering styles to coordinate with bedding and table linens. The window coverings company employs 2,300 people in eight factories.
"We're getting good response to our bedding and table top lines," Ozkarakas said. "We're producing an item for Sears and Kmart in the U.S.A. We're still testing the bed coverings market in America after five years."
In reviewing geographic taste, he said some customers like geometrics and flowers. "But, you can't sell color in Germany. You can't sell white in Italy or Spain. However, in the U.S.A., they buy incredible colors sold nowhere else; burgundy, hunter green and blue. We'll sell any color you want us to as long as you buy the required minimum yardage," he added.
While Tanriverdi has shown its lines at Heimtextil for 12 years, it would like to see one local fair in Turkey. "Right now, we have two fairs - Tuyap and CNR - which are held at the same time, competing for the local market."
The wholesalers are showing at Tuyap and the embroidery producers like Tanriverdi are showing at CNR. "We want one fair to be held in Turkey."
"Year 2000 is firming up, but 1999 was not a good year due to the crisis in Asia and Brazil," said Umit Alp Ozkarakas, deputy general manager of Tanriverdi. "This produced shocks and the customer became very conservative as the result. They wanted to keep running lines and not add new items."
"Business is good in Turkey and also export in 2000. We're delivering within eight weeks of receipt of the letter of credit to 54 countries. This company is debt-free. With no expense due to financing, Tanriverdi is very strong," he said.
Tanriverdi is the maker of the Verdi label, well known in Turkey thanks in part to the endorsement of Turkish singer Emel Sayin. (That endorsement program has ended, however, Ozkarakas said.)
"We're exporting voile to China because China is not producing up to our quality levels," Ozkarakas said. "We're also selling throughout Europe, especially to France where small producers only are left with two or three machines working in the local market."
Tanriverdi has 155 embroidery machines, each 21 yards wide. "Of the 6,000 embroidery machines in the world, Turkey has 2,000 of them," he estimates. Tanriverdi has a joint-venture in the upholstery weaving business. About 80 percent of all production is exported. A new product section is now devoted to embroidered made-ups. Tanriverdi is adapting the best window covering styles to coordinate with bedding and table linens. The window coverings company employs 2,300 people in eight factories.
"We're getting good response to our bedding and table top lines," Ozkarakas said. "We're producing an item for Sears and Kmart in the U.S.A. We're still testing the bed coverings market in America after five years."
In reviewing geographic taste, he said some customers like geometrics and flowers. "But, you can't sell color in Germany. You can't sell white in Italy or Spain. However, in the U.S.A., they buy incredible colors sold nowhere else; burgundy, hunter green and blue. We'll sell any color you want us to as long as you buy the required minimum yardage," he added.
While Tanriverdi has shown its lines at Heimtextil for 12 years, it would like to see one local fair in Turkey. "Right now, we have two fairs - Tuyap and CNR - which are held at the same time, competing for the local market."
The wholesalers are showing at Tuyap and the embroidery producers like Tanriverdi are showing at CNR. "We want one fair to be held in Turkey."
