Turkish towels establishes a premium signature in the u.s.: the “Turkish towels” brand reaches over 8 million consumers through digital channels
The Turkish Towels Turquality Project, carried out by the Denizli Exporters Association (DENİB) with the support of the Republic of Türkiye Ministry of Trade since 2016, entered its third phase as of June 2026. Through digital advertising and communication campaigns targeting end consumers in the United States, the project has reached more than 8 million unique individuals. Meanwhile, the positive correlation between searches for “Turkish towels” and “luxury towels” has reinforced the perception of Turkish towels as premium-quality products. Despite a contraction of more than 5% in U.S. towel imports, the increase in Türkiye’s towel exports to the U.S. has been recognized as one of the key outcomes of the Turkish Towels Turquality Project.
The Turkish Towels Turquality Project, implemented by the Denizli Exporters Association (DENİB) with the support of the Republic of Türkiye Ministry of Trade since 2016, continues its efforts to strengthen the global brand value of Turkish towels. Entering its third phase in June 2026, the project will continue through 2030 with the objective of positioning the DENİB-registered “Turkish Towels” brand as a stronger and more recognizable international brand.
As part of the project, advertising and communication activities targeting end consumers in the United States were significantly intensified, particularly during the second half of 2025. As the world’s largest towel importer, the U.S. remains a strategically important market for Turkish towels, accounting for more than 34% of global towel trade with annual imports exceeding USD 2 billion.
U.S. Towel Imports Declined, While Turkish Towels’ Communication Strategy Strengthened the Position of Turkish Towels
In 2025, U.S. towel imports declined by 5.21% to approximately USD 2 billion. During the same period, however, Türkiye’s towel exports to the U.S. increased by 1.57%, reaching USD 146 million. At a time when global demand has weakened and U.S. towel imports have contracted, Türkiye’s ability to increase exports highlights the strong market position of Turkish towels. This performance is also considered a significant indicator of the positive contribution made by the target market-focused advertising and communication activities carried out under the Turkish Towels Turquality Project.
Within its U.S. communication strategy, DENİB placed particular emphasis on digital advertising channels under the Turkish Towels brand. Campaigns launched on Google Ads and Meta platforms beginning in March 2026 directly reached more than 8 million unique consumers across the United States. As a result, the Turkish Towels Turquality Project has enhanced the visibility of Turkish towels not only within commercial channels but also among end consumers.
Turkish Towels Stand Out with a Strong Quality Perception
One of the most notable findings from the project’s digital communication activities was the positive correlation between online searches for “Turkish towels” and “luxury towels” in the United States. This data demonstrates that Turkish towels are perceived in the U.S. market not merely as a product category, but as a symbol of quality, prestige, and luxury.
The communication activities conducted under the Turkish Towels Turquality Project are coordinated by DENİB Board Member Atilla Şükrü Zeybekci through a target market-focused strategy that directly engages end consumers. The project’s primary objectives are to increase the visibility of the Turkish Towels brand in the U.S. market, reinforce the perception of Turkish towels as premium and luxurious products, and strengthen the competitive position of Turkish exporters.
DENİB Chairman Osman Uğurlu: “We Are Positioning Turkish Towels in the U.S. as a Symbol of Quality, Comfort, and Luxury”
Commenting on the project, DENİB Chairman Osman Uğurlu emphasized that the Turkish Towels brand serves as a strategic promotional and branding platform for Türkiye’s home textiles industry.
“Denizli is not only Türkiye’s leading production center for towels and home textiles but also a globally recognized manufacturing hub distinguished by its quality. Since 2016, through our Turkish Towels Turquality Project, we have been working to transform this manufacturing strength into a stronger international brand perception. As of June 2026, we have entered the third phase of the project. Throughout this new phase, which will continue until 2030, our goal is to make Turkish towels a more visible, better-known, and more consumer-connected brand in our strategic target markets.”
Emphasizing the strategic importance of the U.S. market, Uğurlu noted that Türkiye’s export growth despite the market contraction is particularly significant.
“The United States is the world’s largest importer of towels. Although U.S. towel imports declined by 5.21% in 2025, Türkiye’s towel exports to the U.S. increased by 1.57%, reaching USD 146 million. This is an extremely valuable achievement. It clearly demonstrates that Turkish towels continue to enjoy strong demand in the U.S. market despite challenging market conditions. Through the advertising and communication campaigns we conduct under the Turkish Towels brand, we aim to strengthen this perception even further.”
Uğurlu also highlighted that the digital campaign results achieved in 2026 represent an important milestone in increasing awareness of Turkish towels in the U.S.
“Through our campaigns on Google Ads and Meta platforms, we directly reached more than 8 million unique individuals across the United States. For us, this is much more than a reach metric—it is a strategic achievement that strengthens Turkish towels’ connection with end consumers, reinforces our branding journey, and supports the competitive position of our exporters. Furthermore, the positive correlation between searches for ‘Turkish towels’ and ‘luxury towels’ in the U.S. reinforces a position we have advocated for years: Turkish towels occupy a place in the minds of American consumers as products associated with quality and luxury.”
DENİB Board Member Atilla Şükrü Zeybekci: “Türkiye’s Export Growth Despite Declining U.S. Towel Imports Demonstrates the Impact of Effective Brand Communication”
DENİB Board Member Atilla Şükrü Zeybekci stated that the communication activities carried out in the U.S. under the Turkish Towels Turquality Project are focused on strengthening the perception of Turkish towels among end consumers.
“With the Turkish Towels brand, our objective is not only to increase visibility in the U.S. market but also to strengthen the perception of Turkish towels among end consumers. Reaching more than 8 million unique individuals through our digital advertising and communication campaigns is an important indicator of our progress toward this objective. Particularly during a period when U.S. towel imports have declined, the increase in Türkiye’s towel exports to the United States demonstrates the positive contribution of the communication activities carried out under our Turkish Towels Turquality Project to market perception. Moreover, the positive relationship between searches for ‘Turkish towels’ and ‘luxury towels’ confirms that Turkish towels are increasingly associated with quality and luxury in the minds of American consumers. This clearly demonstrates that when our industry’s manufacturing strength is supported by effective communication strategies, it generates a much stronger market response.”
