Home Textile Exports November 2022

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Let’s export
more…
Home Textile Exports
Group Chairman
Publisher
H.Ferruh ISIK
ISTMAG Magazin Gazetecilik
Yayıncılık İç ve Dış Ticaret Ltd. Şti.
As a global brand, the Turkish home textiles industry contributes greatly
to the Turkish economy with its high export capacity. It is one of the world
leaders with its wide range of products and superior quality in home textile
production, especially in the production of towels, bed sheets and covers,
curtains, tulle, embroidery, guipure and quilt covers. Türkiye has not only
proven itself to the world on home textiles but also accomplished to be
one of the countries that set the home textiles trends with its powerful
brands and attractive collections. There are home textiles companies that
have completed their branding process successfully as well as many small
and medium-sized companies that are still manufacturing on private label
basis with the orders of many international brands.
Managing Editor
(Responsible)
Advisory Board
Editorial Consultants
Mehmet SOZTUTAN
(mehmet.soztutan@img.com.tr)
Osman Nuri CANIK
Ufuk OCAK
Hilmi GULCEMAL
Pınar TASDELEN
Ayse Mehtap EKINCI
Assoc. Prof. Mehmet Ali OZBUDUN
Inkrit BERBEE
(inkrit@lobsterconcepts.nl)
Milou KET
(studio@milouket.com)
Dr. Rolf ARORA
Türkiye has the largest machine park to produce both embroidery and
guipure in the world. The largest factory producing quilt covers in Europe
is in Türkiye. The Turkish home textile industry has also acquired the latest
technology with high production capacity, a highly skilled labor force and
design talent, trend and fashion capabilities. In addition, the industry has
managed to reduce the cost of production below the world average while
it has increased the quality of its products. So, with a huge production
capacity, high quality and strong competitiveness, Türkiye is in the world’s
top three suppliers in drapery, bed linens and towels.
While the COVID-19 pandemic has brought new formations to our lives,
radical and major transformations were in all industries in the e-commerce
world. The home textiles industry is no exception. So much so that the
e-commerce sector grew by 66 percent in 2020 and closed the year with a
volume of TRL226.2 billion in all industries.
The government has made new contributions to courage the increase of
this way of trade. It seems that the future of exports will be shaped according
to the adaption of these new rules, however, as almost every industrialist
says, the importance of face-to-face trade fairs never loses ground. In
the contrary, all other ways lead the way to these events. That’s why we,
as Istanbul Magazine Group, run from one home textile and decoration fair
to another every month. We have, in fact, prepared an even busier international
trade fairs schedule to attend to distribute our free copies and to
cover the events in the following issues for the industry professionals.
Mehmet SOZTUTAN
(mehmet.soztutan@img.com.tr)
Correspondents
Domestic
Advertising Manager
International
Sales Manager
Technical Manager
Art Director
Chief Accountant
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Elke ARORA
Adem SACIN
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10
EVENTS
HTE
Back on track:
Heimtextil 2023
experiences strong
international
demand
Planning for the next
Heimtextil in January
2023 is in full swing.
The industry expects an
internationally unique
platform for home and
contract textiles, interior
design and trends at
the start of the 2023/24
season.
DDuring the one-time Heimtextil Summer Special
that just ended, the industry’s great need for personal
encounters, tactile impressions and creative
input became apparent. The next Heimtextil, leading
international trade fair for home and contract
textiles, will start the new season as the first event
of the year from January 10 to 13, 2023.
Over 2,200 international exhibitors from 50 countries have registered
for the event. The internationality of the event is also
remains high. Among the participating companies are promising
names from all over the world, such as ADVANSA Marketing GmbH
(D), Alfred Apelt GmbH (D), Aznar Textil, SL (E), Essenza Home
(NL), Gul Ahmed Textile Mills Ltd. (PK), Lameirinho - Indústria
Têxtil, S.A. (PT), Lenzing AG (A), Marburger Tapetenfabrik (D),
Norvigroup Denmark A/S (DK), Microcotton Inc (US), OBB
Oberbadische Bettfedernfabrik GmbH (D), Standard Fiber LLC
(US), Tanriverdi Mensucat San. A.S.(TR), Trendart (CH), Trevira
GmbH (D), Trident Limited (IND), Velamen S.A. (E) or Zorel
Tekstil (TR).
November 2022

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EVENTS
The industry participants are courageously
meeting the major challenges
and are using Heimtextil to further
internationalize their clientele. Under
the current market challenges, the
industry shows a great desire for inspiration
and new approaches to solutions,
as well as for creating new customer
relationships all over the world.
Heimtextil 2023 provides the perfect
range of relevant market players and
complements the benefits for buyers
with an extensive supporting program.
Highlights at Heimtextil 2023
Thematically, the overarching theme
of sustainability will also be clearly
visible at Heimtextil 2023. With the
exhibitor guide, “Green Directory” as
well as the “Green Village”, that offers
a platform for discussion with the seal
providers, Heimtextil offers important
points of orientation in the jungle of
the many sustainable offers. The popular
trade fair tours “Green Tours”
will also once again take interested
visitors to curated exhibitors to learn
November 2022

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EVENTS
more about their sustainability strategy and their products.
Last but not least, the impressive “Future Materials
Library” will be presented again as part of the Trend Space
at Heimtextil 2023. The international collection of material
innovations in the interior sector is curated by the future
agency FranklinTill, which is also responsible for the
conception of the Trend Space at Heimtextil 2023. The
spectacular design and trend area will set the scene there
for Heimtextil Trends 23/24, which will be developed beforehand
by the international design offices stijlinstituut
amsterdam (Netherlands), FranklinTill (Great Britain) and
SPOTT Design & Business (Denmark).
Under the title “Textiles Matter”, Heimtextil Trends 23/24
sets standards for the future-oriented and sustainable textile
furnishings of tomorrow. The focus is particularly on
the subject of the circular economy. By adding materials
to a utilization cycle again and again, the need for new raw
materials is reduced on the one hand and the production
of waste on the other. In the technical cycle, inorganic
materials, such as nylon, polyester, plastic and metal, can
be recycled with no loss of quality. In the biological cycle,
organic materials, such as linen and bast fibres, are
returned to nature at the end of their useful life. This is
the basis of the four trend themes: ‘Make and Remake’,
‘Continuous’, ‘From Earth’ and ‘Nature Engineered’.
A new feature is that the Trend Space will be presented
in Hall 9.0. Circular economy also characterizes the staging
of Heimtextil Trends 23/24 itself: With the “Material
Manifesto”, the responsible trend office FranklinTill commits
itself to a design of the area that is as sustainable as
possible with predominantly recycled materials and elements
as well as a strict waste avoidance strategy.
Interior.Architecture.Hospitality, the specialist program
for interior designers, architects and hospitality experts,
will once again take place at Heimtextil 2023 on a large
November 2022

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EVENTS
scale and in the usual high quality. The program includes
the Interior.Architecture.Hospitality LECTURES, in which
renowned architects and well-known hotel experts will
present their work and discuss current industry topics
such as sustainability, as well as the Interior.Architecture.
Hospitality TOURS, which will take participants to curated
highlights and innovative textile solutions from the
contract sector. The Interior.Architecture.Hospitality
DIRECTORY will once again list all the suppliers of contract
textiles. In addition, the identification of the respective
trade show booths ensures an effective trade show
visit for the target group.
Another highlight is the Interior.Architecture.Hospitality
LIBRARY. Launched in 2020, it is a material library for
functional textiles. The library can also be found online
at www.textile-library.de. A brand new edition will be published
for Heimtextil 2023. The jury of the library will be
expanded to include application experts or interior designers.
Exhibitors with products for use in the property
can submit them for the respective property, which will
be selected by a panel of experts. The concrete naming
and labeling of these 15 functional properties ensures an
November 2022

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EVENTS
even more precise highlighting of the objects on offer in 2023.
DecoTeam, the community of interests of German home textile
suppliers, is offering a far reaching event program as part of
Heimtextil 2023. The focus will be on the topic of online marketing,
with keynote speeches by Monika Winden and a subsequent
YouTube workshop. A panel discussion with interesting
discussion partners will also provide exciting insights into the
topics of sustainability and social media marketing.
With the Heimtextil Conference Sleep & More, visitors* in 2023
will again be offered a top-notch lecture program for the areas
of health, sustainability and the hotel industry. Over the course
of four days, experts will speak about the latest findings, developments
and trends in the field of healthy sleep from various
perspectives of the industry.
With the “New & Next” program for young talents, young talents
and start-up companies are given the opportunity to present
themselves in the environment of the international industry. The
fresh ideas and products of the New & Next exhibitors make a
valuable contribution to the multi-faceted Heimtextil spectrum.
Heimtextil will take place from 10 to 13 January 2023.
November 2022

10. – 13. 1. 2023
FRANKFURT, ALMANYA
Wow your
senses.
The true TEXTILES-TRENDS-TALKS experience.
Stay up to
date and
subscribe
to our
newsletter!
Inspire your senses at the most influential international
trade fair for home and contract textiles.
Here you’ll find the latest trends, lectures and
guided tours for textile professionals with a thirst
for knowledge. Make new business contacts and
gain a complete overview of the market in just a
few days. All this is only possible at Heimtextil
with its huge WOW factor.
info@turkey.
messefrankfurt.com
Tel:
+90-216-384 50 50
www.heimtextil.messefrankfurt.com

22
PROFILE
HTE
Autumn Breeze with LCW
Home New Collection
LCW Home launches its new collection which has the warmest colors of autumn
with special designs decorated with pumpkin and leaf patterns. Starting from
plates to tablecloths, duvet covers to towels, stylish autumn-themed designs are
waiting for you.
utumn is one of the most romantic
A
seasons with its yellow leaves, cool
winds and its nature which turns into
thousands different kind of colors.
LCW Home brings this romance and
beauty to your homes with stylish
and unique designs. LCW Home Autumn Collection, which
is dominated by yellow, orange and earth tones, creates
a warm atmosphere in homes. Doormats, throw pillows,
tablecloths, runners and duvet cover sets welcomes the
autumn season with pumpkin and autumn leaf patterns
in unique hues.
Leaf-patterned placemats, napkins and serving trays give
a unique final touch to the dinner-tables. Plates which
look very elegant with pumpkins and leaves, glasses and
jugs in warm tones look extremely romantic. Pots, storage
boxes and coffee presses that reflect the most beautiful
colors of the season make kitchens just as beautiful as tables.
Scented candles, which can be used in every corner
of the house, look even more elegant in autumn with their
unique colors and tree, pumpkin and forest theme.
November 2022

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PROFILE
HTE
Coyuchi
launches public
offering under
regulation A+
CCoyuchi, the first organic luxury home goods
brand for sustainable living, announces today
the opportunity for the general public to invest
through a Regulation A+ offering for the first
time in its 30+ year history. This Regulation
A+ offering has been qualified by the SEC and
the company is now accepting investments, along with the
chance to become part of its mission to reinvent home
textiles with sustainable practices. The offering circular
can be reviewed here.
Why invest in Coyuchi? The company is profitable
and growing.
Coyuchi has been in business for more than 30 years
and has set the standard for sustainable home textiles,
creating the market and demand for organic luxury home
goods.
Coyuchi’s sustainability mission and circular business
model have proven a clear draw for customers. Over the
last two years, Coyuchi’s net income has soared, with
some notable highlights:
• $33.3 million in net sales in 2021
• 26% year-over-year net sales growth, while the industry
average is only 5%
• 200,000 active customers (with more than 100% growth
between 2019 and 2021) at a 35% customer repeat purchase
rate
Adding to its innovation beyond sustainable practices and
design, Coyuchi was an early adopter of a direct-to-consumer
sales and marketing approach; creating a distinct
advantage over incumbents and start-up newcomers in
the luxury space. This has resulted in a high lifetime value
customer, luxury retail partners such as Nordstrom, and
its flagship store in Marin County.
Why Now? We cannot achieve sustainability alone.
With over 30 years of operational and market knowledge
of sustainable textiles, the time to raise money through
the public is now.
November 2022

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PROFILE
Seventy four percent of consumers are willing to pay more
for sustainable products, a pattern that has only continued
to increase over the last few decades. Coyuchi’s
largely millennial customer base is no exception: millennials
favor ethical consumption over price when purchasing
goods and services and 83% of millennials want the
brands they purchase from to align with their beliefs and
values (source). According to McKinsey, millennial spending
is expected to increase to $8.3 trillion by 2025; an
investment in Coyuchi highly aligns with one of the more
powerful consumer groups to date.
Coyuchi is a profitable company with experienced leadership
and a substantial direct-to-consumer model (over
80% of its sales are directly through coyuchi.com).
Sustainable products are the fastest growing sector of the
home goods market, and Coyuchi is poised for a new
phase of growth as the world awakens to sustainability
at scale.
The Market
The overall U.S. market for home textiles is currently at
$25 billion, with an expected AGR of 5% to reach $30
billion by the end of 2025, according to Statista. In 2017,
Coyuchi became the first home brand to implement a
take back and recycling program - called 2nd Home.
“We believe smart investing is investing in companies
that not only drive financial performance, but also focus
on positive environmental and social impacts in the communities
they serve. Everyone should have access to this
type of investment, which is why we’re excited to launch
this Regulation A+ offering,”” said Eileen Mockus, CEO
& President at Coyuchi. “With this public investment, we
see an incredible chance to provide greater access to living
sustainably for a healthier population and world.”
This round of funding will be used to grow Coyuchi’s
leadership in this market through expanded marketing,
product category expansion, continued physical presence,
and B2B strategic partnerships with wholesalers,
and online marketplaces.
Coyuchi sees the world differently.
Coyuchi believes in the democratization of finance, and
wants its customers, partners, and supporters with a common
interest in Coyuchi´s mission, to have first access to
invest alongside VCs.
By investing through the Regulation A+ process, potential
investors get access to shares in the company – an opportunity
previously reserved for only the wealthiest 2%.
November 2022

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FOCUS
HTE
Effect of strong brand
identity on the consumer:
Is your brand recognized
without a logo?
Consumers can easily remember some brands without seeing the brand name or logo.
This situation, which occurs subconsciously, is related to the ‘strong brand identity’ of
brands. Emphasizing that brands that want to create an impact should look beyond the
logo and brand name to the reminders that reach the 5 senses, Tasarist Creative Director
Musa Çelik said, “Visual elements are very effective tools in representing the brand.
However, we need to broaden our perspective and trust in the power of time in order to
create a strong brand identity and then embed it.”
A strong brand identity encompasses
all the elements that enable con-
A
sumers to quickly remember the
brand. The brand name and logo
are two basic and very important issues
in brand building, but they are
extremely insufficient in placing the brand perception in
the consumer’s subconscious. Therefore, from a broad
perspective, a strong brand identity with customized reminders
for the 5 senses emerges. Recently, there are
applications where global brands remove logos from their
products or advertising campaigns and give a message to
the consumer. Moreover, the consumer recognizes the
brand from the color, the shape of the packaging or the
font, without even seeing the name of the brand. Musa
Çelik, Creative Director at Tasarist, emphasizes that the
underlying reason for this is unquestionably strong brand
identity and brand awareness: “To achieve this power,
brands must associate themselves with the emotions of
the consumer and make the reminders of the brand consistent
and continuous at all times. If the strong brand
identity is not coherent and the experience offered in the
products is variable, this weakens the power of the brand
and prevents memorability by disrupting the integrity.”
Musa Celik,
Creative Director
of Tasarist
November 2022

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FOCUS
Tasarist, states that a strong brand identity is much more
than just the fact that a logo has been seen or a brand
name has been heard before, and that the soul and story
of the brand should be handled as a whole and presented
to the consumer as a whole.
Awareness does not bring recognition to brands
Brand awareness and brand recognition are often confused
or thought to be the same. Although the two concepts
are related, there is a significant distinction between
them, which also affects the path to brand sales.
Brand awareness is defined as the consumer’s awareness
of the brand’s existence, while brand recognition
is defined as the consumer’s ability to identify the brand
through its visual and auditory elements. In fact, brand
awareness can lead to brand recognition in the long run
and their relationship is based on this point, but the possibility
that it may not go beyond the level of awareness
should not be ignored. Musa Çelik, Creative Director at
“Brand - consumer relationship is in the hands of
time, not money”
Strong brand identity elements of brands and their products
are used to influence consumer buying behavior.
The fact that the consumer encounters the same and reminding
content at every point of contact with the brand
increases the sense of trust in the brand without being
aware of it. In this way, the consistent brand identity gains
a place in the consumer’s subconscious with its associations.
For brands that develop a strong brand identity
after deep consumer analysis, “Reflect a strong brand
identity at all touch points, and your final step is to leave
your brand to the consumer’s time. It is in the hands of
time rather than money to strengthen this relationship!”
Musa Çelik says.
November 2022

17 - 21 Mayıs 2022
İ S T A N B U L
Stand No: HALL 2 C15

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PROFILE
Coop expands innovative sleep &
wellness portfolio with the retreat
mattress topper
Coop Home Goods, a leading digitally native
Cdesigner and marketer of the first fully adjustable
pillow and ingeniously designed bedding
to meet the unique needs of every type of
sleeper, announced today the expansion of
its existing product line with the launch of
its latest innovation, the Retreat Mattress Topper. Joining
hero SKUs, The Eden pillow and The Original pillow, which
was labeled the “The Best Pillow We’ve Ever Tested,” by
Good Housekeeping Magazine and 2022’s #1 Overall
Best Pillow by Consumer Reports, while boasting 50,000+
5 star reviews on Amazon, the brand has set its sights
on reinventing the sleeping experience with The Retreat
Mattress Topper.
Retreat was designed following the highest industry standards
and has been deemed Certi-PUR US & GreenGuard
Gold certified.
“The transition from pillows to mattresses reflects our expanding
products and services that will surround all sleep
needs,” said Mike Crowell, CMO of Coop Home Goods.
“Retreat has been in development for a very long time and
we’ve gone to extreme lengths to ensure that the mattress
provides a transformational experience for the consumer.
The tremendous increase in fill and plushness of the
topper, combined with the elimination of all pain points,
Retreat is positioned to ensure our customers are getting
the sleep they deserve.”
Taking the beloved OOMPH! from Coop’s #1 ranked
Original pillow, the Retreat Mattress Topper masterfully delivers
a magical night sleep. To make this dream a reality,
Coop has successfully reengineered the topper with 100%
virgin memory Cross Cut foam that delivers breathability,
unlike solid or shredded memory foam toppers, its Baffle
Box construction that allows for even distribution of fill
and fluffiness and a microfiber blend that lubricates the
foam fill to provide additional breathability. Additionally,
Where other mattress toppers take a one-size-fits-all approach,
Retreat has 20% more memory foam than its
nearest competitor while Coop’s proprietary oomph! fill
delivers thousands of distributed cradling touch points
vs head, shoulders, knees and toes. With 5” of Coop’s
oomph fill, it is tuned for full body support, contouring
around every curve and bend.
November 2022

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INNOVATION
HTE
Innovations
presents FA22
Collection, Botanic
otanic draws inspiration from natural
materials and plants, stripping
B
down to essential elements to showcase
the raw, unconcealed nature
and unique beauty of materials like
sisal, linen, and recycled yarns. The 11 wallcoverings
in the FA22 collection highlight the allure of ornate
textures found in nature and add depth and warmth
to any room.
The collection explores natural materials like wood
and cork and tiled patterns, alongside elevated vinyl
wallcoverings that mimic the look of natural fibers.
Traditional techniques like weaving, painting and
dyeing by hand are incorporated throughout the collection,
adding to the organic look and feel of each
wallcovering.
The beauty of raw linen is explored in Normandy,
Flanders, and Holland, which each explore different
weaving techniques from a tight chevron to a
loose weave. Similarly, the organic texture of sisal
is explored in the traditional natural weave of Agave
which features a new contemporary color palette of
soft blues, greens and neutrals.
New approaches are used to add color to raw materials,
achieving softer pastel hues and earth tones.
This is most evident in the cork wallcovering Whistler,
which goes through multiple rounds of dye to achieve
a muted look while retaining the natural cork feel.
Tilework has been used for centuries as a simple way
of assembling materials and creating interesting patterns.
Traditional tiles are interpreted in new ways,
using the rough beauty of raw materials to form
November 2022

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INNOVATION
HTE
statement wallcoverings in bold patterns that are
deceptively simple. Bloque features long strips of
shaved wood that are dyed by hand and arranged
in geometric forms of varying directions, generating
movement and interest. The geometric pattern in
Lido was developed from a hand painted watercolor
mosaic that has been transferred to a digital format
for printing and then printed on yarns that are individually
glued to the backing. Framework weaves
a structured tiled pattern out of recycled cellulose
and paper yarns, adding new depths of texture to
the subtle metallic design in an eco-friendly option.
We are excited to introduce a PVC free vinyl alternative,
Bursa, which is composed of 20% recycled
material and Olefin composite in a striking texture
reminiscent of raw silk. Another elevated Type II
vinyl with a textile-like finish, Anvers, is a groundbreaking
faux version of our best-selling linen
Antwerp, made using a special embossed roller that
took two years to develop to accurately recreate
the delicate natural draping and pleating of linen.
The textured weave of grasscloth is the inspiration
for the Type II vinyl Ramina, with a robust color palette
that complements the collection’s statement
wallcoverings.
The wallcoverings in this collection are unpretentious
in their beauty. They tell the story of the earth
and illustrate how natural textures possess the
ability to stimulate closeness with nature. Recreate
the peaceful atmosphere of spending time in nature
and design a warm and welcoming space
with a grounding connection to the outdoors with
Innovations FA22 Collection, Botanic.
November 2022

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PROFILE
COZY&SOFT,
an outcome of
excitement and
determination
Started with the motto of
“Make house to home”,
Cozy&Soft brand offers
soft and lovely home textile
products you may fall in love
I
n an exclusive interview for Home
Textile Exports magazine, we asked
the details of the story of Cozy&Soft
to Buse Koca Düngel, the name behind
the success of the brand.
You built up a brand producing natural and high-quality
home decoration products. Could you start with
briefing the establishment story of your brand?
It was like designing and selling products that I produced
during my university years. I saw a dream. As
I am an interior designer this will always be in the
furniture field. I used to think. Unfortunately, the process
does not end with producing the product. Good
product design, put up for sale, package, shipping,
cost etc. You start to think about it.
At this point, I can produce my dreams freely and with
less capital. I felt the need to turn to a product group
that I could move forward with, and at this point, my
home I decided on textiles. Basics in a small bedroom
with fabric scraps Cozy&soft was thrown out,
then the trials, products, details changed over time.
Followed and our story reached here.
Cozy&Soft is a brand for 2 years and we are just
at the beginning of the road. Every detail ourselves
we think and act. Deciding on the product, making
experiments, materials we supply, we even shoot the
product in our workshop. Later on we switch to stock
production. However, we are a brand that cares about
its carbon footprint. We do not hold large volumes of
stocks. Our stocks have more orders and products.
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PROFILE
HTE
Can you tell us about your fields of activity? The
highest demand for your products? What regions
does it come from?
We only operate in the field of e-commerce. The
products we produce in our workshop we sell
through online marketplaces and our own website.
America and Canada are among the most demanded
places.
You have Oeko-Tex certified products. Can you
tell us what kind of work to get this certificate
did you do?
All the fabrics, threads and other materials we use
are Oeko-Tex certified. We select our suppliers accordingly
and attach importance to this situation.
Oeko-Tex Certification is used in textile products
that come into contact with the skin in any way.
That the components such as fabric thread, etc.
in the products are harmless and do not contain
chemicals and declares that it is not harmful to human
health.
The production you started with the motto
‘Make house to home’ to increase customer
satisfaction on your journey. How do you work
differently from your competitors?
Cozy & Soft produces its products with an integrated
design language and allows them to be used
in combination. Also, whatever the style of your
home is modern, minimalist, bohemian, contemporary,
Scandinavian, Cozy&Soft product’s color
and design adapt to most living spaces.
You can choose from Cozy&Soft products for each
area of your living space. Throw pillows for your
seats, placemats for pleasant meal times, children
decorative baskets for your room, baskets for your
bathrooms, rope for your live plants baskets and all
of these products are compatible with each other.
Your brand cares about sustainability. What does
it prioritize as usage?
As we just mentioned about sustainability, especially
Oeko-Tex certified. We use materials and
choose our fabrics from natural cotton and linen
groups. We take care. All decoration details on our
products are made of cotton. It consists of yarns
and jute details. Sustainability of our packaging we
do this by using kraft envelopes.
November 2022

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PROFILE
BEDGEAR ® takes bedding industry by
‘Storm’ with new performance ® pillows
EDGEAR®, the brand of Performance®
Bthat provides innovative bedding by focusing
on an active lifestyle and well-being,
today announces two new Performance
pillows in the Storm collection: Storm
Performance® Pillow and the Storm
Cuddle Curve Performance® Pillow, which includes a unique
curvature shape to accommodate all types of sleep positions.
Both pillows feature ventilated mesh sides and “air vents” for
maximum breathability.
Based on the success of the original Storm pillow, the new
dual-chamber Storm Performance Pillow and Storm Cuddle
Curve Performance Pillow feature a sophisticated look with
metallic green Air-X® mesh, metallic green piping and air
vents either on top and bottom or on all four sides for continuous
cross-ventilation throughout the pillow. An air vent
is a soft, circular fabric with a mesh center, which is about
the size of a nickel. The benefit of it is allowing hot air coming
from the head, neck and shoulders to be directed away
from the body. BEDGEAR’s Ver-Tex cooling cover has been
designed with a white lofty triangular pattern and silver stitching
for a more modern look that dually contributes to better
airflow. One side of the Storm and Storm Cuddle Curve is
filled with a React blend of responsive foam that includes
silk-like fibers for soft, conforming support. The other side is
filled with a React foam crown for firm, conforming support
for the head, neck and shoulders.
The Storm Cuddle Curve Performance Pillow conforms to the
curves of the body when sleeping, allowing the pillow to stay
in place throughout the night. Its crescent design allows for
proper spinal alignment no matter the sleep position.
Both pillows include zip-off removable and washable covers
that create a clean and healthy sleep environment. The covers
are high-efficiency washable that use less water, less detergent
and less energy to wash and dry.
“BEDGEAR is always looking for new ways to continuously
maximize the rest and recovery of sleepers and reduce their
overheating so they Wake Ready the next morning. And
BEDGEAR understands every person has different sleeping
preferences, and that is why we say One Size Does Not Fits
All,” said BEDGEAR CEO and founder Eugene Alletto. “As a
result, the new Storm Performance® Pillow and Storm Cuddle
Curve Performance® Pillow with their cool-to-the-touch Ver-
Tex covers are perfect for those who sleep warm or hot and
are available in four different sizes, or heights, to accommodate
stomach, back, side and multi-position sleepers of all
body types. Bodies have shapes and curves to them, so we
believe our pillows should, too, like the Storm Cuddle Curve.
BEDGEAR firmly believes in inclusivity.”
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PROFILE
Crate & Barrel reimagines rug
assortment from the ground up with
new artisan-crafted rug line
Crate & Barrel unveils a new assortment
C
of rugs, crafted for customers to ground
any room in modern yet timeless design.
The collection demonstrates the brand’s
commitment to meeting customer needs
through high-quality, design-forward products
with more choice and variety of materials than ever
before.
The artisan-crafted collection features best-in-class fibers
like shed-resistant New Zealand wool, premium viscose
for a luxurious look, and naturally resilient jute and sisal.
Handwoven, hand-knotted or hand-tufted and finished
with durable serged edges, the new rugs are made to last
a lifetime. “Rugs have the power to define interiors and
complete a room, and this new collection gives customers
a range of distinct styles and layers for any type of home
or project,” said Sebastian Brauer, Senior Vice President
of Product Design, Global Head of Metaverse. “We hope
this assortment will inspire our customers to bring beautiful,
luxurious and artisanal foundations into their home
through stunning rugs made of the highest quality fibers.”
The collection offers more than 90 new patterns in varying
fibers, textures and colors in a range of sizes including a
new 12x15 oversized option available for the first time in
select styles. An online rug buying guide helps customers
find the right size for their space. Each line of the collection
echoes the aesthetic of a global destination, like the
woven rugs inspired by Morocco’s Atlas Mountains.
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PROFILE
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A brand new collection by
“Yastık by Rıfat Özbek”:
“Floral Rainbow”
Floral Rainbow, the latest collection of
‘Yastık by Rıfat Özbek’, gets its inspiration
from the unique colors and miracles
of nature. The collection, which conveys
the vitality of nature in living spaces,
includes all colors of the rainbow. The gratitude for the
values nature keeps on offering to mankind comes to life
in the unique colors and patterns in the “Floral Rainbow”
collection.
Floral Rainbow, the latest ‘Yastık by Rıfat Özbek’ collection
prepared by world-famous designers Rıfat Özbek and
Erdal Karaman, refers to the human admiration of nature
on account of its whole cycle and self-renewal power. The
gratitude for the values nature keeps on offering to mankind
comes to life in the unique colors and patterns in the
“Floral Rainbow” collection.
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The pieces in the collection, which focus on reviving the
living spaces that shrink on a daily basis as a result of modern
life, through floral breezes, create a feeling of peace,
safety and serenity. The collection, which is limited edition,
includes all the colors of the rainbow. Bougainvillea
pink, water and grassgreen, ocean and indigo blue and
turquoise tones are among the colors predominantly used
in the collection.
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Technology transformation
leaders of the textile industry will
come out of Denizli
echnical Textile Transformation Project in
TDenizli” which is funded by the European
Union and the Republic of Türkiye and
started in Denizli in 2020, continues
its work without slowing down. DTO
Chairman of the Board Uğur Erdoğan said
that the project which was supported within the scope
of the “Competitive Sectors Program” implemented by
the Ministry of Industry and Technology and implemented
by the Denizli Chamber of Commerce (DTO), will not
only transform the Denizli textile industry, but also will
enable the entire textile industry of Turkey to be known in
the world. He said that they considered it as a move that
would break new ground in the industry and that will bring
a new era to Denizli and many sectors in which it operates.
Erdogan; “I can proudly say that Turkey’s technology transformation
leaders in the field of textiles will open up to the
world from Denizli,” he said.
Technological transformation means higher value
added products and increasing export volume
DTO President Uğur Erdoğan, who shared his views on
the subject, said that Denizli, which is the first city that
comes to mind when it comes to towels and bathrobes not
only in Turkey but also in the world, aims to transform the
textile industry into a technical textile industry by taking
strength from its experience and competitive structure in
home textiles. He stated that he has had very busy days
regarding this project for two years. Erdogan; “Our Denizli,
which is an important center especially in towel and bathrobe
production, meets a significant part of the country’s
annual exports in this field and is recognized as the world
capital in the field of cotton textiles. In order to achieve
better positions in exports and industry, we have set our
first goals to follow information and technology closely, to
produce products with higher added value by making the
necessary investments in innovation and R&D studies, and
thus to increase our production diversity. In this way, we
will ensure that our national wealth, which is paid abroad
for imports, remains within the country. At the same time,
we are increasing our target day by day in order to make a
great and important contribution to the Turkish economy
by establishing new employment areas.”
The journey of transformation into technical
textiles will not only increase textile exports, the
price value of textile in kilograms will also jump
The Project Technical Textile Transformation Project in Denizli
(DTTD), implemented by the DTO, aims to transform the Denizli
textile industry and change the face of Turkey’s textile exports
over time. Denizli industry and exporters will meet with high value-added
textile products with the DTTD Project, which is one of
the two innovative projects selected from among hundreds of
projects in the country, sent from chambers and exchanges affiliated
with TOBB and deemed worthy of support. Ugur Erdogan,
President of DTO also listed his final goals as; “Our Technical
Textile Center is an innovative and important initiative that will
draw a new path for our industry and our city and open our horizons.
It will not only ensure the emergence of new products and
inventions, but also contribute to the clustering of companies
November 2022

operating in this field and related sectors and business lines,
thereby paving the way for the establishment of new companies
in new business lines in our city. I can happily say in advance
that the project will give a new impetus to Denizli’s textile journey,
expand the product range and increase the kilogram price
value of Denizli’s exports over time,”.
Everyone has taken on the responsibility and
big investment has been made in the world class
technical transformation of the textile industry
DTO President Uğur Erdoğan pointed out that a large investment
has been made in the Technical Textile Transformation
Project in Denizli, which is carried out within the scope of the
“Competitive Sectors Program” implemented by the Ministry of
Industry and Technology with the co-financing of the European
Union and the Republic of Turkey; “An area of 1000 square
meters for our Technical Textile Center was allocated to DTO
by our Denizli Organized Industrial Zone. Equipment procurement,
construction/installation processes and set up of
our center have also been completed. As Denizli Chamber of
Commerce, we have also started a new project to increase the
competitiveness of our SMEs, especially our textile industry,
in cooperation with the OIZ Directorate. Besides this center, a
Vocational and Test Training Center is also being established.
With our Vocational Training Center where technical textile and
textile technology are located side by side, our participating
companies will be able to receive all business development,
training and consultancy services from a single point. We are
making every attempt to ensure that our Denizli Technical
Textile Center serves as the attraction point in the region with
a sustainable structure.”
All kinds of opportunities are provided in Denizli
for the technology transformation leaders of the
future textile industry
In order to identify and optimize the needs of companies and
new entrepreneurs before the project, surveys and workshops
were conducted with 100 textile companies, 65 of which were
in the SME status, and during the project period, advisory and
steering committee meetings, stakeholder workshop and analysis
of 166 companies were carried out. DTO President Erdoğan:
“In line with the work we have done, we have started theoratic
and practical trainings for textile companies. After the surveys
were completed and analyzed, 55 companies participated in
our workshop. We constantly shared about the launch of the
project in the promotional meetings we held and the platforms
we participated in, and we saw that the interest increased day
by day. At the end of the project, our goals such as the establishment
of our Denizli Technical Textile Center and at least
50 companies benefiting from this center, providing business
development support to 100 companies or entrepreneurs on
technical textiles, increasing the sales and/or exports of 30
companies and reducing all input costs including energy, the
establishment of at least 5 new companies and the generation
of new employment , continue to excite our textile companies
and all our stakeholders who contributed to the project. At
the same time, we will establish the Denizli Technical Textile
Cluster (DTTK).
As bringing something new in Denizli with their projects,
Erdoğan said the importance of their projects as, “Our Turkey
is a candidate to have a say in the world league with the technical
textile sector. Because, as all parties involved, we all know
well that with this project, our success in the textile industry
will be carried to higher levels with the cooperation and belief
of companies that will be known as technology transformation
leaders in the future. And I would like to underline again that
the first.”technology transformation leaders of the textile industry
will happily come out of Denizli.
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Parachute,
has launched
its first living
room furniture
collection with
15 pieces of
sustainably made
furniture
Parachute, a lifestyle
brand that sells direct-toconsumer
as well as brickand-mortar,
has launched
its first living room
furniture collection with 15
pieces of sustainably made
furniture.
I
Inspired by the preferences of its own customers,
the new collection embodies soft
lines and rounded edges. The collection was
made to be design fluid, meaning there is
not necessarily one style, and the pieces
serve as a building block for showcasing
one’s own personal design choice. “Our online and in-store experiences
are meant to complement each other, and our stores
are so much more than a sales channel,” said Ariel Kaye, CEO
and founder. “They’re designed to feel like a home, allowing
customers to interact with our product first-hand; we even offer
complementary in-store and virtual design consultations.
“As we move beyond the bedroom and bathroom, we are excited
to give customers the ability to bring the comfortable look and
premium feel they expect from Parachute into one of the most
important rooms in their home.” Sustainability was at the forefront
of the collection as Kaye found that the industry is over-producing
high-waste and low-quality furniture. Parachute looked to
create “trendless” investment pieces, some being made to order,
November 2022

“While the focus of the brand has historically centered 65
around the intimate spaces of the home, we are eager to
offer customers the comfortable look and feel they have
come to expect from Parachute in their communal spaces
as well,” said Kaye. “Throughout our retail expansion, customers
have consistently asked to purchase the custom
furniture and fixtures throughout our stores, validating
that they want to recreate this unique aesthetic in their
own homes.”
Kay added the the market size of the living room furniture
category, which accounts for $70 billion in estimated revenue
this year and more than any other room of the home,
led to this expansion. “We plan to continue to iterate and
introduce new products to our furniture collection in the
coming months and years. We are just getting started.”
to avoid wasteful production. Key material includes
100% sustainably sourced FSC-certified hardwood
and 12 durable fabrics that are PFA-free.