We had a pleasent interview with Mr. Bozkurt Şişman, Turkey Sales and Marketing Director of İdaş. Şişman told us İdaş’ establishment history and we talked about new products of İdaş.
Could you please briefly tell us about your education and professional background in the sector?
I graduated from Koç University, Department of Economics and completed my master’s degree at UCI Irvine University in the USA. I started my career at Salvin Nonwoven. Since 2016, I have been working at İdaş, one of our group companies. I’ve been the Sales Director for a year and a half. I am organizing the business development, sales and marketing departments.
Could you please tell us about the development process of your company from its foundation to the present day?
İdaş is one of Turkey’s most valuable brands. We see that İdaş has achieved many firsts in more than 50 years. In Bozüyük Factory, which is established on an area of 70.000 m2, we are producing spring construction, sponge production, bed, bed base, headboard and metal furniture production with a modernized integrated production track. İdaş is proud of being the pioneer of firsts and innovations in spring mattress production.
İdaş, which has been producing mattresses for millions of consumers and giant hotel chains since its establishment, has succeeded in becoming the preferred brand of spring mattress and sleeping products sector and preserving it for half a century.
“Since the beginning of 1977, İdaş has
been producing polyurethane foam.
Since then, it continues to produce
polyurethane sponge in its laboratories
with the highest level of technological
facilities."
Branding is a very important process for companies. Could you please tell us about İdaş’s branding history?
Founded in 1965, İdaş started production in the Istanbul Topkapı Factory in 1967 and continued production in Bozüyük Factories, established in 1976. In 1993, İdaş added superior spring technologies to the portfolio, including classic proprietary spring systems with American patents.
In 1994, the company obtained the first TS-ISO 9002 certificate and became the first company to have a quality assurance system. Since the beginning of 2000, Istanbul and Bursa production moved to Bozüyük Factory. In the same year, İdaş introduced the production of package springs and PocketFlex series of package spring bearings to customers. In 2003, using the memory foam Visco, also called space technology, developed the first washable mattresses.
In 2007, İdaş developed air-conditioning products that offer more spacious sleep with Climarelle technology. In 2017, İdaş used Mira-Pocket and Weightless Relaxation spring technologies for the first time. Introduced mattresses with superior comfort matching all body structures and all lying positions.
Could you please tell us about İdaş’s foam product groups?
İdaş, which has world-class laboratory facilities, benefits from the experience of its sister company SALTEKS A.Ş. which has been operating since 1940s in the field of filling materials. In addition to its rich product range, İdaş stands out with its Woolmark Rich Blend®, Organic Cotton and Oeko-Teks 100 certified natural products. İdaş produces sponge which is a very important filling material in its own foam production facility without special filling materials.
Could you please give information about your technologies of polyurethane foam?
Since the beginning of 1977, İdaş has been producing polyurethane foam. Since then, it continues to produce polyurethane sponge in its laboratories with the highest level of technological facilities.
Could you please give information about your export activities?
While completing our domestic structure, we aim to make investments to become a global brand in the next decade. Currently, while accelerating our domestic structure, we act in the form of more preparatory work within our structure abroad. We are working to gain experience in Europe, Balkan and Middle East regions. In this sense, we are making investment plans to improve our human resources, production infrastructure and distribution channels accordingly.
In all sectors e-commerce is becoming increasingly important due to digital transformation. What are your workings on e-commerce?
We believe that e-commerce is the road to success in the future. We care about the customer experience and are constantly renewed in this context. We aim to provide a more pleasant shopping environment for our customers.
We have a road map in which we aim to implement strategies that are in line with our company’s growth policy. We aim to achieve a significant leap through effective structuring and planning.
Providing our customers with the right product range in terms of quality, diversity, comfort and criteria in both classical retail and e-commerce channels is among our priorities. While putting the customer experience at the center, we ensure that our visitors have the same experience both online and in our stores.
“İdaş, which has been producing
mattresses for millions of consumers and
giant hotel chains since its establishment,
has succeeded in becoming the preferred
brand of spring mattress and sleeping
products sector and preserving it for half
a century”.
How many stores you have in Turkey? In which regions is it mainly located?
We have an extensive sales network consisting of 220 concept franchisees, İdaş Showrooms and nearly 300 corner stores in small cities and districts. The provinces with the highest density are the regions with the highest sales figures.
However, we take care to shape our sales network in order to reach the most unreachable regions beyond the intensity of the number of sales and carry out our works in this way. We have over 500 sales points spread throughout Turkey and we are proud to be a national brand.
Could you please tell us about design process of your products?
Design is one of the most important issues in our products. The designs of our products are highly appreciated by our customers.
We produce mattresses which are appreciated in terms of design and comfort by using many different functional and innovative fabrics. As a result of an important R&D project, our Crystal bed won the “2017 IFM Design Award”.
