Yalaz Boya: Redefining Color from the Ground Up

Yalaz Boya completes its transformation and institutionalisation efforts, launched with the slogan "Rewrite Your Colour", by equipping itself with the latest technology-driven resources and expertise across all areas. The company creates value for its customers by offering innovative approaches alongside new products and services. Yalaz Boya, founded in 1993, has operated in the paints sector for a quarter-century, steadfastly pursuing the most distinctive and highest-quality solutions while keeping pace with developments and changes in the industry. The company produces a broad range of paint varieties, with construction, industrial, marine, automotive, anti-corrosive, metal, furniture and road marking paints among the principal sectors it serves. Holding Quality Management System certificates, Yalaz Boya conducts its production and management activities in accordance with systemic procedures and regulations. In line with this approach, the company has adopted the principle of maintaining customer satisfaction at the highest levels by providing solutions at every stage through sales, technical support and after-sales services, based on an understanding of "Quality Products, Flawless Service". Progressing confidently towards the future alongside dynamic, experienced and visionary employees, Yalaz Boya is not motivated solely by a mission to lead the national market; through new ventures and strategic initiatives, it successfully carries the identity of a Turkish capital-owned paints and chemical manufacturer in international markets, working to represent Turkey in the best possible way. The company completes its transformation and institutionalisation efforts, initiated with the slogan "Rewrite Your Colour", by fully renewing itself with the highest level of technology-driven equipment and expertise across all areas. Through innovative approaches, the company offers new products and services to its customers and creates value for them. We spoke with Board Members Dila Yalaz Çelik and Seda Yalaz about Yalaz Boya's journey and recent activities.

You have travelled from a small workshop to a paint company showing significant export growth year on year. What do you think is the secret behind Yalaz Boya's success as it expands from Izmir to the world?

Dila Yalaz Çelik: First, becoming a brand. "Branding" is a highly important element in terms of both developed and developing country firms establishing their presence in world markets and increasing trade volume. From the perspective of consumers, a brand enables easy recognition of the product, provides customers with information and assurance about product quality. For this reason, as Yalaz Boya, we prioritise implementing "the principles that must be followed on the road to branding", which is one of the secrets of success. Second, a good product. Another of Yalaz Boya's success secrets is its prioritisation of quality. Good product–quality service is the fundamental principle of success. Third is after-sales support. We have always valued and continue to value providing after-sales support and service. Because after-sales services rank among the most important factors in brands creating permanent and loyal customers. To provide sound after-sales service, it is crucial to understand the customer, empathise with them and build trust by convincing them that their problems will be solved. Customers who find solutions to their problems and receive necessary support when required show an exceptionally high rate of becoming permanent customers. The ability for customers to contact the seller after the purchase process is also a significant factor.

You represent our country in the best possible way with the identity of a Turkish capital-owned paints and chemical manufacturer not just in the national market but also in international markets. Could you tell us about your export figures and market scope?

Seda Yalaz: Within the chemistry sector, particularly in paints and construction chemicals, the market share of Turkish-origin firms in the world market continues to grow day by day, just as in many other sectors. I should note that our country is among the leading nations in the paints sector, and Yalaz Boya has done its part to the best of its ability until now; we are ready to do better. Currently, 30% of our production capacity consists of water-based, solvent-based and specialised products that we export. From 2024 onwards, we aim to double this figure in the near future with the momentum we have gained in the world market, and we are continuing our work at full pace with our experienced team towards this goal.

You have a broad portfolio including construction paints, industrial paints, furniture paints and marine paints. What are the characteristics that set you apart from your competitors and enable you to paint a successful picture in the international market?

Dila Yalaz Çelik: The ability to supply every product that customers demand from a single company, combined with correct marketing and sales organisation, enables you to become a preferred firm and to enter the market with confident steps, particularly in international markets. Subsequently, it becomes an inevitable outcome for us to increase our market share by supporting our products, which do not compromise on quality, with attractive prices, effective after-sales service and measurement.

Could you tell us about your dealer network? Which dealerships are you currently working with?

Dila Yalaz Çelik: We have branch offices in Gaziantep and Şanlıurfa in the Southeastern Anatolia Region. As for dealers, we have approximately 60 dealers in the Central Anatolia, Eastern Anatolia, Aegean and Marmara regions. We are expanding our dealer network by participating in trade fair organisations both domestically and internationally.

Could you describe your R&D activities?

Seda Yalaz: High value-added production and innovation hold a special place in Turkey's economic growth targets. Recognising the importance of R&D for developing innovative technologies, Yalaz Boya, together with its experienced team, aims to develop products with PTFE, nanotechnology and hybrid technologies in product categories, while also developing environmentally friendly products. Additionally, our paints that provide heat and sound insulation, along with our other products with enhanced content, are among the important items that our R&D department is finalising and that we will bring to market in the near future.

Finally, could you tell us about your targets? What do you foresee for 2024 in terms of export figures and the markets you serve?

Seda Yalaz: Yalaz Boya aims to expand to the entire world just as it does to the national market and to represent Turkish goods in the finest way possible in the chemistry and paints sector worldwide. We currently serve through our dealers in many countries including primarily Europe, the Middle East, the Balkans, African countries, Azerbaijan and Macedonia. In 2024, we aim to focus on Balkan countries as well as Uzbekistan, Tajikistan, Kazakhstan and particularly African countries where there is strong demand.     Who is Dila Yalaz Çelik? Born in Izmir in 1988, Dila Yalaz Çelik graduated from the Business Administration department of Dokuz Eylül University in 2010. Continuing her role as a Board Member at Yalaz Boya, Dila Yalaz Çelik has received various training in personal development, management and business development following her graduation. [caption id="attachment_161121" align="alignleft"] Dila Yalaz[/caption] [caption id="attachment_161122" align="alignnone"] Seda Yalaz[/caption]   Who is Seda Yalaz? Born in Izmir in 1992. Following her graduation from Yeditepe University's Chemical Engineering department in 2017, she obtained certificates in Quality Management Systems, Sustainable Environmental Management and MSDS Preparation. Having completed her internship in 2015 at a Pigment Industry Company facility where pigments, the main raw material of paint, are produced, Seda Yalaz participated in projects such as the Istanbul Technical University Chemical Engineering Design Activity during her studies. She currently serves as a Board Member at Yalaz Boya, responsible for the R&D and Production departments.   Interview: Bikem Ögünç