One of the strong manufacturers in the home textiles sector, Panayır Tekstil continues to expand globally through growing demand in export markets, investments in sustainable production, and a design-driven collection strategy. In an exclusive interview, Muharrem Panayır, General Manager of Panayır Tekstil, shares insights on the company’s export performance, sustainability vision, international fair strategy, and 2026 goals…
Which regions are you strongest in across export markets? In which countries is brand awareness and product demand increasing most significantly?
Our export markets are growing strongly, primarily across Europe, the Middle East, Russia, and Africa. In addition, Gulf countries—especially Saudi Arabia, the United Arab Emirates, and Qatar—have become key markets where our home textile products see strong demand in the premium segment.
Over the past two years, we have also achieved steady growth in the U.S. market. In these regions, our goal is to position Panayır Tekstil not merely as a supplier, but as a manufacturer recognized and followed for its collection-driven approach.
Which product groups have seen the strongest increase in demand in the home textiles sector recently, and how does this affect your collection and production planning?
Recently, we have observed the highest demand for functional and multi- home textile products. In particular, products made from natural fibers, anti-allergenic and easy-care fabrics, Oeko-Tex and similar certified product groups, as well as minimalist and simple-designed bedding and bedspread collections stand out.
These trends directly influence our product development processes. In our collections, we now place greater emphasis on balancing aesthetics with functionality. On the production side, we are investing more in sustainable fibers and processes that meet high-quality standards.
What steps is Panayır Tekstil taking in the field of sustainability? What can you share about environmentally friendly production processes and certifications?
Sustainability has become one of Panayır Tekstil’s most strategic priorities in recent years. Within this scope, we have expanded our collections that use recycled polyester and yarns, and we have invested in dyeing and finishing processes that enable water and energy savings.
We generate more electricity from solar energy than we consume, contributing positively to the environment. To reduce waste, we implement production optimization and near-zero-waste cutting technologies. The majority of our products are certified under Oeko-Tex Standard 100. In addition, we aim to increase transparency across our supply chain through ESG-focused reporting systems. Our goal is to significantly reduce our carbon footprint within the next few years.
How do you position your brand at international trade fairs, and what contributions do these events make to Panayır Tekstil?
At international trade fairs, we position our brand as a reliable manufacturer with strong design capabilities and well-established quality standards. Trade fairs such as Heimtextil Frankfurt, along with sectorspecific fairs in Istanbul, provide significant global visibility for our brand.
Through these events, we not only acquire new customers but also gain opportunities to closely monitor trends, steer our collections more effectively, and develop international partnerships.
How do you evaluate the Turkish home textiles sector on a global scale? What are Türkiye’s key competitive advantages?
Today, the Turkish home textiles sector is one of the three strongest production centers in the world. Türkiye holds a significant competitive advantage thanks to its high-quality standards, fast lead times, flexible production capabilities, strong design infrastructure, and advanced logistics network.
Moreover, the country’s deep-rooted expertise in cotton and textiles makes Türkiye an indispensable supply hub for both Europe and the Middle East. Steps taken toward sustainable production further strengthen this position.
What are Panayır Tekstil’s targets for 2026?
At the core of our 2026 strategy is making growth sustainable. In line with this vision, we plan to pursue a more aggressive growth strategy in the U.S. and Canadian markets. We are also implementing investments to increase automation and digitalization in production.
While expanding our high value-added, design-oriented collections, we aim to position our sustainable product range as a separate collection under a dedicated brand umbrella. At the same time, we seek to develop longer-term and more strategic partnerships with our business partners.
Finally, is there a message you would like to share with the industry?
I would particularly like to emphasize that sustainability and design have become inseparable in the home textiles sector. At Panayır Tekstil, we are an active part of this transformation.
As of 2025, we are implementing significant projects focused on digitalization, automation, and data-driven production. We believe these steps will not only increase our efficiency but also enable us to provide faster and more effective solutions to our customers.
