Can you introduce your company? How long have you been in the home textile industry?
After returning from military service in 1993, I attended various job interviews. I always had a burning desire to work in foreign trade and travel abroad. I started working in the foreign trade department of a reputable company and was soon promoted to import manager. Later, I moved to another company as a foreign trade manager. However, I couldn’t travel abroad, so I started looking for opportunities that would allow me to do so. Eventually, I joined a curtain fabric manufacturing company as a regional foreign marketing manager. My marketing career, which began in 1997, allowed me to travel to many countries, participate in international fairs, and build a global customer base. This continued until 2006 when I decided to establish my own company.
When I started my own business, my sole goal was to create a product line that would enable me to manage my own production and collection. I chose sheer curtains as my starting point. I began producing and selling various types of sheer curtains in international markets. The sheer curtain industry has a vast range, and I expanded my collection by identifying the right patterns and colors. We now present our products to the global market under our brand, MARINERO HOME.
As Ayhan Denizci, the first and most important aspect we emphasize in production is quality. When we present our products to customers, we focus on three key aspects: quality, lead time, and price. These three factors are interconnected and crucial. As a company, we have consistently ensured these three aspects and expanded our market as a result.
Can you provide information about your production capacity and main facilities?
Our company operates in two buildings. Our main building consists of our office, showroom, and stock warehouse. Located in an organized industrial zone, this building serves both our international clients and various organizational activities. All our meetings and negotiations take place here.
Our second building, located in another industrial area, is dedicated to production and shipments. This facility houses our quality control machine, lead sewing machine, winding, rolling, and drum-making machines, as well as a warehouse for our shipment-ready products. After the dyeing process, we conduct quality control in our own factory, complete the lead sewing, packaging, and labeling processes, and ship our products from this facility.
Which product groups are you currently focusing on? What are your standout products?
We work in harmony with our design and R&D teams. Currently, our company exports to 55 countries worldwide. We analyze the market profiles of each country and develop patterns and collections accordingly. I personally oversee this department and manage its direction. Since I travel abroad frequently, I focus on identifying the most suitable products for different markets. Our goal is to stay at the forefront with the newest and most popular collections in curtain fabrics.
How has your company grown since you began exporting?
As a home textile company specializing in curtain fabric production, we offer various types and colors of curtain fabrics to our customers. We provide exclusive collections and stock-based roll services tailored to customers’ needs, which has gained significant appreciation and loyalty. Our product range appeals to global markets and has been well-received. We are particularly competitive in producing high-demand plain and modern designs. We have a production capacity of 200,000 to 300,000 meters per month, all of which is exported.
Which are your primary export markets? In which markets are you strongest?
Since its establishment in 2006, our company has operated with a 100% export policy. In our first year, we exported to three countries. By 2007, this number had increased to nine. By the end of 2024, we had exported to a total of 55 countries. Our key markets include Far East countries such as Singapore, Malaysia, Indonesia, and Thailand. In addition to the Middle East and Europe, Africa is one of our most significant export destinations, including Nigeria, Kenya, Ethiopia, Tanzania, and the Democratic Republic of Congo. In the coming years, we aim to expand further into African markets and also establish a presence in South America, where we have not yet exported.
What strategies do you follow to expand into international markets?
Our brand is MARINERO HOME, which translates to my surname, “Denizci,” in Spanish. From the beginning, our goal was to invest in our brand. We have promoted our brand through international fairs, publications, and various marketing initiatives. Today, we take pride in the progress we have made and continue to expand our presence worldwide.
Our brand’s three fundamental values are QUALITY, PRICE, and LEAD TIME. We adhere to these principles to ensure sustainable growth. By participating in international exhibitions, we gain insights into different market structures and cultural landscapes. Over the past five years, we have made significant progress in African markets through trade fairs in countries like Nigeria, Kenya, Tanzania, Congo, and Ethiopia. Initially, we had misconceptions about these markets, but upon visiting, we discovered a more modern and developed environment than expected, which broadened our global perspective.
What challenges do you face in the export process, and how do you overcome them?
There is intense competition worldwide, and we experience this in every country we visit. I have traveled to 86 countries so far, facing numerous challenges, including geographical conditions, climate, security, health, and distance. Despite these difficulties, we persist in our work, often with the support of our customers. Economic challenges remain our biggest concern. Global economic crises have significantly impacted us, yet our exports continue to rise.
The Turkish home textile industry has long been a global leader under the “MADE IN TURKEY” brand. However, the sector faces significant challenges, such as a shortage of skilled labor. Rising production costs also impact our competitiveness in foreign markets. Economic instability and fluctuating exchange rates create difficulties in pricing and explaining cost changes to customers. Additionally, the lack of adequate government support for SMEs, particularly in marketing, presents further obstacles. We hope to navigate these challenges successfully this year.
How do you define your competitive advantage in the global market?
The slowdown in global trade and Turkey’s economic stabilization will strengthen exporters. Heimtextil 2025 will set new trends and market growth expectations for home textiles. Beyond fair expectations, investments in technical textiles will boost highvalue exports. Turkey’s strong quality perception in international markets must be maintained while focusing on innovative technical textile materials. University-industry collaborations are crucial for advancing the sector and nurturing young talent.
How important are trade fairs and international events for your export strategy? Which events do you plan to attend?
We highly value Heimtextil Fair and aim to enhance our presence there every year. We prepare meticulously for each fair and have high expectations from these events. Our goal is to reach new markets and diversify our customer base in existing ones. Post-fair, we must act quickly to follow up on leads and deliver requested samples promptly. Proper execution of post-fair activities ensures the success of our participation.
How do you adapt your company to changing trends and demands in the industry?
We have developed a special collection featuring 20 designs with stock availability. This allows us to provide immediate delivery upon order. We market this collection under the MR CURTAIN brand both domestically and internationally. It has gained significant traction worldwide, even in the Chinese market, and continues to expand in new regions within Turkey.
