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Home furnishing firm goes for global brand expansion
May '10
A Turkish textile company and owner of 'Brilliant' chain of stores, Baydemirler, plans to turn itself into an international player as within this year and 2011, the company is planning to expand its reach by opening 80 new Brilliant stores, mainly in Europe.

However, the economic downturn had affected both Turkey and the home furnishing industry, informed Chief Executive Officer, Baydermirler, Erdogan Baydemir. He further added that, the company faced a tough challenge competing with China and finished 2009, incurring a small loss.

But during the first quarter of 2010, Baydemirler Group did quite well as by then both the Turkish people and the world had released that goods made in China were both cheap and of a lower quality, exclaimed Baydemir.

Citing that on a yearly basis, about 450,000 houses are being constructed and about 350,000 to 400,000 couples tie the knot, there is a continuous demand for the brand. Further more, to raise Brilliant's market share, the group has also introduced campaigns, which are likely to last till July end.

The group's future plans include an overall growth by 15 percent, along with the launch of its 256th Brilliant store in Gaziantep by next week and finally to achieve the target of 300 stores by the year end, said Baydemir.

Currently, Turkey has the world's biggest curtain manufacturing facility in terms of capacity. With a yearly manufacturing capacity of 48 million square meters, Baydemirler's market share in the country is in the range of 65 – 70 percent.

While Baydemirler's exports target for this year stands at $120 million, their estimated turnover target is about 300 million Turkish Liras. The company already exports to 75 different countries and has 15 franchisee stores in Tunisia, Iraq, Azerbaijan, Syria, Romania, Bulgaria and Iran.

With plans to open 40 stores by this year end, the company also intends to introduce mroe 40 stores in 2011 with key markets as France, Germany and Italy.

Fibre2Fashion News Desk - India

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