COMFORTABLE AND STYLISH: FUNCTIONAL CARPETS

Ali Tarık Arıoba: “Practical carpets are hygienic, antibacterial, non-slip and washable in washing machines. They are mainly for daily use and very functional. They can also be used on other types of floor coverings such as parquet. Our products are available in different shapes and dimensions.”

Founded in 1994, Seta Ev Tekstili San. (Seta Home Textile Co.) today is marketing their products both in Turkish and international markets. A former producer of bathroom mats and lavatory bowl sets, Seta Tekstil is now offering a new product group, practical carpet, to their customers appreciation. Ali Tarık Arıoba, General Manager of the company says, “This new product group is based on a specific concept. We call it ‘practical carpet’. These carpets are washable, non-slip and antibacterial. Actually we can’t say that these products are carpets or mats because it’s a little bit of both. This is a brand new concept created by Seta Tekstil and we are marketing our products under the trademark Home & Style.”

Finding a suitable name for the product took a while until they finally agreed on the word ‘practical’. Arıoba says, “The first time we sent our sales team to a dealer, our product wasn’t found attractive enough. People were used to classic carpets and were expecting carpets in usual sizes. We explained the dealer that our product is not exactly a carpet but something else; a practical carpet. It is washable in washing machines, non-slip and hygienic. Even though the dealer wanted to believe that it is actually a carpet, I believe that our product’s features dwelled in his memory. We sold one example for his own use and in three months he ordered 10 times of this first order! That dealer is today one of the major customers of our company. ”

Tarık Arıoba answered our questions regarding their products, market share and future plans.

Mr. Arıoba, can you tell us more about your new concept. What is it exactly?

It is not a new concept but we are now gathering all similar product groups under a single roof. There are many products on the market and most of them are known as scatter rugs. We created a new collection of this kind of products. Our products are all hygienic, antibacterial, non-slip and washable in washing machines. Looking from this aspect, I must say that these carpets are not meant to last for years. They are rather for daily use and very functional. They can also be used on other types of floor coverings such as parquet. Our products are available in different shapes and dimensions. However we prefer limiting these products in smaller sizes so that they can fit in the washing machines. As I mentioned before, the most important feature of our product is that it is washable.

How long can these carpets be used properly?

Approximately 3 years. However our products can be used longer in accordance with product instructions.

What are the features of a practical carpet. What makes it different than a classic carpet?

First of all I need to mention that our carpets are not trend-oriented products. As you can understand from its name, we produce carpet for practical use only. These carpets have hygienic, antibacterial, washable and non-slip structure which are all very important in terms of health, safety and cleanliness. Our practical carpets can be used in living rooms as well as in halls, children’s room, bathroom, kitchen, terrace and balconies. Our products are practical not only in usage but also in packaging. Being practical is also directly relevant with distribution and displaying options of a product. We produce practical carpets in different sizes that can fit in any shop with any size. Concerning all these features, our product definitely deserves its name.

How about the cost prices?

Cost prices of our products are a bit lower compared to usual carpets. They can easily be purchased and renewed in three year period. We offer approximately 30 times of washing during the whole product life. Estimating that the carpet is washed once in a month, it is possible to use practical carpets up to three years.

What kind of technology do you use in your production?

We manufacture our products by using tufting technology. We use jacquard machines as well as the ones which can produce various versions. Apart from this, we are using different raw materials such us cotton, bamboo, soy and organic cotton in our production. Our goal is to start a carpet concept that has the best quality and meets daily needs and changes.

How about the patterns and designs?

We have a very creative and professional designer team. Some of them are working freelance and some are our permanent staff. We are working according to the market demands. For example we assign a special designer for American market. That is same with European markets. This way, we manage to determine the demands and manufature our products according to different tastes and needs.

What are the export activities of Seta Textile?

We are exporting our products approximately to 22 countries including India. This year we are planning to start exporting to China. I am proud of saying that Seta Textile has a strong market potential in overseas. Concerning practical carpet market, we are planning to be one of the leading companies of the world. Exporting should be the most crucial matter in a company. In global sense, export is the key to expand your company vision and the field of activity. We attach great importance to our overseas actvities. Today we export 75% of our production and the rest is distributed in internal market. The globalization in trade activities is drawing attention to the value of potential markets and the need of constant innovations.

How is the practical carpet demand in overseas?

Today America is a our major market however we have a wide export market including European countries such as Sweden , Norway , Italy and France . Our product group is attracting the customers and we have been receiving very positive results both in internal and international markets. Recetly we focused on exporting Home & Style branded practical carpets.

What are your future plans?

In 2006 we recorded an export volume of 8.5 million dollar. In 2007, we are planning to increase this figure up to 12 million dollar.

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