Interview with Metin Gültepe, CEO of İşbir Yatak

We conducted a pleasant interview with Metin Gültepe, CEO of İşbir Yatak, about the company's success story and new products introduced to the sector.

Could you briefly tell our readers about yourself and your educational background?

I was born in Ankara in 1966. I have always loved Ankara, where I spent my education and life. I graduated from the Chemical Engineering Department at Middle East Technical University (METU) in Ankara. In 1991, I started my career as an Operations Engineer at İşbir Sünger Sanayi A.Ş., and continued in 1996 with the title of General Manager. Since 2004, I have been appointed to the position of CEO of İşbir Holding, which conducts operations in many different sectors. In addition to my commitment to my work and responsibilities, I am a complete family person in my spare time. I am married and the father of two children.

Could you tell us about the success story of İşbir Yatak from its establishment to becoming a brand?

Founded in 1997, İşbir Yatak was established within İşbir Sünger Sanayi A.Ş., which became one of the sector's preferred players through its R&D and innovation-based production system. Although İşbir Yatak is a young brand, it holds the title of "the only brand of İşbir Holding that meets the end consumer." İşbir Yatak is, so to speak, a brand that shapes the bedding sector in Turkey, gives meaning to the sector, and influences it through its activities. From the day it was founded to today, it has played a role in changing the characteristics and perception of beds as products given as gifts alongside furniture; it has consistently emphasized the importance of sleep quality. In addition to producing high-quality beds, it has also gained frequent mention in both domestic and foreign markets with viscoelastic mattresses, one of the advanced sleep technologies, which are sensitive to body temperature and weight and have pressure-reducing properties. Today, the company monitors the pulse of the sector, adapts technological developments worldwide to the industry, and designs and presents to its customers contemporary products that speak not only to today but also to tomorrow's language.

Could you provide information about İşbir Yatak's foam product groups?

Mattresses hold the first place in our sleep product collection made of foam. Here we can speak of a wide range of production, from molded support foams used as interlayers in mattresses to open-cell viscoelastic material foams that maximize user experience. To categorize them, we have many types of foam with different production principles, such as standard foam, high-resilience (HR) foam, viscoelastic foam, and flame-retardant (FR) foam. Additionally, foams with lavender microcapsules specially developed by İşbir are among our innovative foams. Along with mattresses, pillows that improve sleep quality and support products designed for different uses are also among our foam product groups. Our foams, which aim to bring the comfort provided by high elasticity to moments of rest, also make up our furniture group.

Could you discuss the quality principles you apply for the reliability of your products and the continuity of your company?

A bed is one of the items we spend at least 1/3 of our lives on and perhaps use the most. For this reason, establishing high standards in both foam and textile products is also a sign of respect for human health. In this context, İşbir Yatak products have passed through a series of certification programs that have been recognized by international authorities and tested and approved by independent laboratories. Chief among these is the CertiPur certificate, which is accepted by the global foam industry. Furthermore, İşbir Yatak holds more than 10 certificates and documents, starting with quality certificates such as TSE's ISO 9000 and ISO 10002 determined by the Turkish Standards Institute.

Can you provide information about your export activities?

The sleep technologies produced by İşbir Yatak today offer much greater comfort experience than many products in Europe. When considering the price-to-performance ratio, the difference is quite significant. In particular, products made with viscoelastic material are one-third the price of their European counterparts and of much superior quality. Taking all these factors into account, we can say that İşbir Yatak has achieved a very good market volume in Europe in recent years. Norway, Belgium, Hungary, Sweden, Switzerland, Denmark, Greece, Germany, United Kingdom, France, the Netherlands, Ireland, Russia, Spain, Bulgaria, Iran, Iraq, Jordan, U.A.E., Saudi Arabia, Afghanistan, Egypt, Kuwait, Mozambique, Sudan, Yemen, Azerbaijan, and Northern Cyprus are our main export countries.

In your opinion, what are the conditions for being a global brand?

The golden rules for being a local or global brand are not that different, actually. Good product, good service, right target audience, clear positioning, more satisfied customers, strategies determined according to trends, more exciting experiences… Of course, digitalization is one of the most important requirements of today. Brands that cannot digitalize cannot transcend boundaries. In addition, one of the most important elements in becoming a global brand is proper supply chain development and a solid business model. Many companies that have disregarded this rule and expanded abroad are struggling today with the difficulties brought by rapid growth. This is precisely where established brands with solid working models stand out.

Could you provide information about your production facilities?

As İşbir Holding, we conduct production activities in a total of 350,000 m² of production facilities with all companies affiliated with the family. We have more than 500 personnel working on-site in foam and mattress factories. Our factories are equipped with contemporary production technologies and modernized according to today's requirements. However, to speak the language of the future rather than today, a series of updates and Industry 4.0 preparation work are planned on our production line. In this context, through our R&D work, we continue our efforts in software, customized automation, and robotic manufacturing.

Can you provide information about your polyurethane foam production technologies?

As the İşbir Family, I can say that with each product we produce, we have production quality and variety that meets market demands, raises industry standards, and exceeds customer expectations. In particular, our casting and cutting experience with different processes are what set İşbir apart. In addition to molded foams, we also have polyurethane production capability in producing high-elasticity foams with the desired density, size, color, and many other defining characteristics. We supply polyurethane material to manufacturers in many sectors where foam is frequently used, particularly in the bedding and furniture sectors.

Today, all brands are keeping pace with digital transformation. What digital technologies do you use in production and marketing?

Digital transformation is reshaping the world. Brands that remain outside this transformation have diminishing chances of existing in the future. However, the digital transformation process must be very well-designed and carefully implemented. With patience and absolute discipline… As the İşbir Family, we are careful to conduct this process in a planned manner. The use of digital technologies in marketing is further evidence that the world has become a small village. Being as close as possible to our target audience wherever they are—as close as their mobile phones—is a blessing of the digital world. Without a doubt, the share of İşbir Yatak's marketing budget allocated to digital channels increases every year.