Since October 2019, YATAS GROUP has been launched in Russia with two of its leading brands - one in the field of cabinet furniture, and the second in bedding, where the emphasis is on mattresses and textiles.
This November in Moscow at the Mebel 2019 exhibition, the YATAS GROUP booth will occupy about 500 square meters, which will be the largest exposition announced at this exhibition.
Today, in the conditions that many Russian and foreign companies save as much as possible on presenting themselves among competitors within the framework of various professional exhibitions, this is a bid for the victory of YATAS GROUP! We managed to talk with the head of the representative office of this company in Russia, Denis Shcherbakov, who has been on the lists of the most promising, creative, experienced and, in simple terms, “intelligent” top managers for our publication for more than a year.
Congratulations to Denis for this position!
So, here's what we managed to find out about the Turkish giant and the plans of the ENZA HOME / YATAS BEDDING brands in Russia.
YATAS BEDDING
YATAS GROUP has both trading and manufacturing enterprises in its assets. In Turkey, it is known primarily as a very prominent player in sleep products under the YATAS BEDDING brand. Let us pay attention to the fact that the factory for the production of mattresses of this company, founded in the mid-1970s, is one of the largest in the country. As we now say, it is a “full cycle” factory, because not only the mattresses themselves are assembled here, but there are also workshops for the production of springs, foam rubber, latex and other components to create the main element of all bedrooms.
The YATAS BEDDING brand is known in Turkey primarily as a very prominent player in sleep products.
The plant's products are sold through many distributor channels, but the main one is the YATAS BEDDING sleep-shop retail network, where, in addition to mattresses, the consumer is offered textiles and other sleep accessories. More than 40 percent of goods are sold through their branded retail. The company's network of stores is not only in Turkey, but also in fifty countries of the world: Western Europe, the Middle East, the African continent, Central Asia and North America. Most stores are franchised.
ENZA HOME
Let's smoothly move on to the second brand and direction - ENZA HOME.
The second direction of YATAS GROUP is the production of residential furniture. YATAS owns several large factories, one in Ankara and the other in Kayseri. They have been in the industry since the 1990s. Of course, not as long ago as mattresses, but over the decades they have made very serious progress. ENZA HOME factories produce up to 200 thousand products per month, where the assortment portfolio includes both cabinet and upholstered furniture, and this figure already says a lot.
I would like to note a very important thing for the consumer - the brand is always on the cutting edge of a fashionable interior theme.
And all this thanks to cooperation with the most famous Turkish and European industrial designers. In addition, a group of 30 full-time developers, technologists and designers annually produces up to a hundred assortment of new products.
The brand is always at the forefront of fashionable interior design. And all this thanks to cooperation with the most famous Turkish and European industrial designers.
The factories of the brand specialize mainly in the production of modern furniture of the middle price segment using a wide range of materials: from chipboard to solid wood.
As for finishing methods, both wrapping films and varnishes are used. In a word, all modern technologies are always applicable in the ENZA HOME brand. The key idea of the brand is the development of end-to-end interior collections that can furnish all living spaces without exception.
With regard to the implementation of the product, everything happens by analogy with YATAS BEDDING.
“The Turkish company aims to develop both franchises in our country this year as well,” comments Denis Shcherbakov, head of the Yatas Group representative office in Russia.
– We started preparing for the presentation of ready-made business formats back in the spring, but for the time being we were engaged in purely internal work - we opened an office, recruited staff, translated catalogs and price lists into Russian, held meetings with potential clients. An important event was the opening of a test retail outlet Enza Home in the Moscow furniture center Roomer. We were able to "measure" the level of interest in Yatas furniture from end customers. We were more than satisfied with the results obtained.
Now about Russia.
The Russian representative office of YATAS GROUP intends to develop traditional sales channels, in addition to franchising.
Mr. Shcherbakov is already actively negotiating with major federal chain operators in all areas of the company. “If we talk about the mattress issue, then Yatas is strong in both spring and springless products, and here we have a number of significant advantages even over well-known Russian manufacturers,” he says.
- Firstly, the presence of our own raw material production allows us to regulate selling prices. Secondly, we can create a wide variety of types of mattresses according to the customer's specifications at a predetermined retail price. Suffice it to say that Yatas annually releases up to forty private collections. For furniture, we are ready to offer partners a classic dealer scheme.
I would like to draw your attention to the fact that the warehouse is already functioning, and we will definitely keep a certain stock of products for each dealer. In December of this year, the first partner store in Moscow, ENZA HOME, will be opened at 12, 3rd Pavlovsky Lane, not far from the Twinstor furniture center.
I would also add that we are the official supplier of MZ5 Group cabinet furniture, which opens up prospects for us in working with premium segment clients and the professional design community.”
The representative office in Russia intends to develop both the YATAS BEDDING sleep-shop format and the ENZA HOME interior format.
The latter, of which, according to Denis Shcherbakov, will be of interest to retail operators who have long dreamed of building a high-class furniture store with full interior functionality: furniture, carpets, lamps and accessories. YATAS BEDDING brand bedding stores are recommended for opening in shopping centers and on busy streets.
If you analyze mattress retail in Russia, you can easily understand how “dense the field” is there – in addition to the obvious leaders, there are regional participants, while the leaders are focused on their own retail sales.
Unlike all participants, YATAS BEDDING will not build its own retail network and bring down the business of its partners by dumping. The Russian representative office of Yatas intends to promote both small mattress salons (up to 200 sq. m.) and large (up to 500 sq. m.) flagship sites.
A separate story with the ENZA HOME trademark.
According to the head of the Russian representative office, the concept can “blow up” the Russian furniture market! “In this area, we have no competitors on the Russian market,” says Mr. Shcherbakov.
– At the Enza Home sites, buyers will see over thirty original interior solutions, over which the best creative minds struggled. It is fair to talk about Yatas furniture as designer, exclusive, but it will cost as much as Russian mass. This is the main message that we want to convey to consumers - with Enza Home you can create beautiful, modern, but at the same time inexpensive interiors. We will strictly adhere to the boundaries of the “middle-middle” segment – to sell expensive things for cheap.”
At the end of our meeting, Denis Shcherbakov announced probably the most important criteria for future YATAS GROUP partners in our country:
“Our task is to bring our partners' stores to payback and profit as soon as possible.
For this we have all the tools. A unique product, a ready-made business model adapted to our country, and these are the two most important things for business. Further, in addition - a large advertising budget and content to promote brands on the Internet. I don’t see another success story, except for satisfied partners and customers!
Well, let's wish YATAS GROUP success, and you and I, consumers, ample opportunities to get a modern interior of excellent quality and a comfortable sleep with the goods of these brands. In our opinion, it will be the undisputed leader in the Russian market, especially in our large metropolitan areas.
Mary Solar.
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