We conducted an exclusive interview with Mehmet Erim, Chairman of the Board, to learn more about theactivities of the company based in Denizli, Türkiye.
Can you introduce your company? How long have you been in the home textiles industry?
Our company is built on 65 years of experience dating back to the 1960s. In 2020, we branched out from our previous partnership to establish our brand, Sarra Home Textile Products Digital Marketing and Trade Ltd. Co. We have been operating independently for approximately five years.
Can you provide information about your production capacity and main facilities?
Our company produces towel and bathrobe groups in-house, while other home textile groups are sourced externally. We have an annual production capacity of 350 tons of towels. Our production line includes eight weaving looms, one cutting machine, one sewing machine for specific dimensions, and five sewing machines for widthspecific production, all managed internally.
What product groups are you currently focusing on? What are your standout products?
Our priority is our brand value. Under the Sarra Home brand, our primary focus is on products like bathrobes, hand towels, kitchen towels, bath towels, and embroidered napkins. For sourced products, we strive to maintain consistent quality, which is also a key focus in our market strategy.
Export Activities
How has your export business grown since you began?
As a newly established company, our initial priority has been to build brand value. Although we haven’t reached our desired level in exports, about 10% of our sales come from export markets. Expanding this percentage is among our goals as our product portfolio develops. Participating in home textile fairs is part of our strategy to increase this figure.
Which countries are your primary export destinations? Where are your strongest markets?
We have strong business relationships with Russia and close ties with Georgia and Azerbaijan. Through our online store, we have also expanded to eight different countries.
What strategies are you using to enter international markets?
Rather than focusing on a single region, we aim to touch multiple markets and deliver Sarra’s services. Our strategy involves tailoring innovations to the ethnic and cultural needs of each region, meeting their demands with quality production. While we don’t rely on a single strategy, our commitment to blending traditional and innovative production with competitive pricing positions us well in the market.
What challenges do you face in export processes, and how do you overcome them?
We face financial challenges related to periodic crises and difficulty finding markets. To address this, we participate in fairs to showcase our products to global clients. Since social media and other communication channels do not fully reflect the quality of our products, we believe fairs will help us overcome these obstacles.
Products and Innovations
How do you tailor your products for export markets? Do regional demands vary?
Our products vary based on market demands. We revise our offerings to align with the ethnic, cultural, and socioeconomic characteristics of each region. Meeting the unique demands of some regions for less common home textile products can be challenging. We evaluate such requests under our R&D framework and aim to meet them conscientiously.
What steps are you taking toward sustainability and innovation in production?
We are focusing on renewable energy panels and transitioning from non-renewable to ecofriendly energy sources. Our evaluations on this matter are ongoing.
Do you offer custom or personalized designs? In which markets are these requests more common?
No, we do not offer personalized designs, as such orders disrupt our production flow. Instead, we focus on products that cater to a broader audience.
Competition and Marketing
How would you define your competitive advantage in the global market? What stands out: price, quality, or design?
Since we are not yet highly active in the global market, our current focus is on building brand value. Once established, our approach will evolve based on supply and demand.
What efforts are you making in branding and digital marketing?
We are progressing in digitalization through e-commerce platforms and social media teams. We have established a company website and maintain a secure presence across digital platforms. Our branding efforts run parallel to these initiatives.
How important are fairs and international events in your export strategy? Which events do you plan to attend?
Fairs are vital for our steps toward globalization. We believe that participation in events and fairs will bring us closer to customers by showcasing our brand and product quality.
Future Plans What are your export goals for the next five years? Are you exploring new markets?
We aim to have exports constitute 40% of our sales within five years, contingent on capturing our target audience. For our young and growing company, this is part of our periodic planning. Our dynamic team is ready to bring innovation and high-quality service and products to the markets we enter.
How do you envision your company in terms of production and product diversity in the future?
We plan to maintain our current product diversity and expand production or marketing of raw materials, semi-finished goods, or finished products based on demand.
