Axalta Opens Powder Coatings Plant in Turkey

Wet and powder paint supplier Axalta is launching a color studio in Istanbul following its production facility in Çerkezköy, its second factory in Turkey.

"Targeting 5 Billion Dollar Sales"

Osman Nebioğlu, Finance Director for Europe, Middle East and Africa at Axalta, stated that they produce in three areas: wet paint, powder paint and automotive paint. "We hold the leading position worldwide in wet paint production. We rank second in powder paint and automotive paint. We develop trends along with new colors. Color trends sometimes originate not from construction, but from the automotive sector. By capturing this trend, we become pioneers in the construction sector," he said. Emphasizing that as a global firm with approximately 5 billion dollars in sales worldwide, they continuously engage in procurement activities, Nebioğlu stated: "While generating approximately 400 million dollars in operational cash, our sales portfolio is growing rapidly in parallel. Our sales show a 3.5 percent year-on-year increase, provided the dollar-euro parity is interpreted as stable," he said.

Target: 15 Percent Market Share in Five Years

Klaus Gast, Europe Powder Paint Director, said Turkey is one of the largest markets for Europe. In February 2019, Gast stated that they purchased a production facility, renovated it to their own standards and strengthened the production facility with additional investments. Following wet paint production that began in Gebze-Dilovası in the 1990s, he said they started powder paint production in Çerkezköy this year. Adding that they aim to become one of the largest in the market, Gast said: "Worldwide, powder paint production and consumption amounts to 3.3 million tons annually. Turkey accounts for 3.5 percent of this, meaning approximately 80,000 tons of powder paint production capacity per year. As a five-year target, we can meet our goal of 15 percent market share with our current capacity. We can increase our factory's production capacity threefold in the short term," he said.

"Turkey Will Become an Export Platform"

Stating that they aim to be among the largest especially in interior design, architecture, lighting and sectors where color can be customized, Gast continued: "In addition to the hundred employees at our wet paint factory in Gebze, we continue operations with approximately 30 employees at our second factory. We view our factory not only for the Turkish market, but also as an export platform to important markets in the nearby region such as Bulgaria and Romania." One of the world's paint giants, Axalta, is opening a showroom in Istanbul, Beşiktaş by year-end offering color experience, following France, England, Belgium and Poland. In a 150 square-meter space, over two thousand colors are on display, while architects and facade managers of projects will have the comfort of selecting color samples by comparison. Güldem Acet, Turkey Country Manager for Axalta Powder Coatings, noted that this investment, which is being done for the first time in Turkey, will change the working methods of architects: "Architects in their projects were forced to select from limited colors in color palettes sent to offices. We say do not limit yourselves to three or four colors. Come to our concept studio where there are thousands of colors. The color experience concept inspires architects while we serve them from color development to production," she said.

"We Create Differentiation by Preparing Non-Existent Colors"

Emphasizing that as consumption of powder paint used in coating aluminum building surfaces with higher resistance to sun rays increases, Axalta primarily serves the architectural field, Güldem Acet stressed that architects and designers are part of their projects and continued: "We are entering an established market. We are aware that we are trying to achieve something difficult. The color studio will be a first in Turkey. The color experience concept is very important. We can prepare a non-existent color and create differentiation. In addition to all of this, these investments of ours and our connections with international firms will help us grow in the Turkish market as well. Our quality certifications are very important to us. The Qualicoat certification is one of Axalta's greatest values," she said.