Inegol's export champion furniture brand Weltew Home aims to increase its exports from 22 Million Dollars to 32 Million Dollars.
As the rising brand of the furniture industry, Weltew Home continues its domestic and international retailing process, and is preparing to double its annual business volume by 100 percent with the investment in a new factory that will start operating in 2024. Weltew Home, which has been the export champion of İnegöl for 3 years in a row, will produce under the Newjoy brand for the youth room product group on its journey with the aim of showing the quality Turkish furniture to the whole world.
Weltew Home, the rising brand of the furniture industry, which was founded in 1996 in Bursa İnegöl, one of the world's leading furniture cities, continues to grow with new store investments in addition to its 220 stores in Turkey and abroad. Attracting attention with its success story stretching from a small workshop to 4 continents in just a quarter of a century, the brand brings together the consumers with quality furniture with a production capacity of 9 thousand pieces per month in its production facility with an open area of 45,000 square meters and a closed area of 90,000 square meters, where wood, metal and fabric are expertly processed.
Designing the most basic furniture products needed in living spaces, Weltew Home produces collections that appeal to every taste with sofa sets, bedroom, dining room, young room, kitchen table and chair, wall unit and wing chair product groups. Weltew Home; In addition to complementary accessories such as coffee tables, mirrors, lighting and carpets, Weltew Bedding meets all kinds of needs for a warm home with home textile products such as bed linens, quilts and pillows.
Growth in challenging conditions
Mustafa Balcı, Chairman of the Board of Weltew Home, stated that despite the difficult pandemic conditions in the last three years, they showed a growth rate of 25 percent in the foreign market and 70 percent in the domestic market, and said, “Our 2022 turnover, which is 920 million TL, is 1 billion with the new store investments we will make this year. We aim to increase it to 750 million TL. As of the end of April, we reach consumers in 68 cities of Turkey with a total of 140 stores. We plan to open 20 stores in the country by the end of the year, within our targets.” said.
We aim to be Turkey's largest furniture exporter
Weltew Home, with its export of 20.6 million dollars, became the most furniture exporter brand of İnegöl in 2022, as it was in the last two years on a sectoral basis. The brand, which started its overseas operations with 5 stores in 2018, continues its branded and value-added exports in 52 countries with 80 stores and 142 sales points by 2023, by realizing 44 percent of its production for foreign stores, as in the last 3 years, in line with the increasing demand.
Stating that they achieved the success of being one of the three largest export companies in Turkey's furniture exports in 2022, Balcı said, "We aim to increase our exports to over 30 million dollars by the end of 2023. We have a target of “30 new stores in 12 countries” for this year abroad. In the next 5 years, we aim to be the largest furniture exporter in Turkey and to be one of the top 3 furniture brands in primary target markets. We have achieved the success of being the largest furniture brand in countries that are currently operating in a few of our primary target markets. We are the 1st furniture brand in Libya and Kazakhstan. In the Iraqi and Russian markets, we have become one of the top 3 brands in the market. In addition, as Weltew Home, we have been maintaining our leadership for many years in furniture exports from Turkey to these countries in markets where our exports are intense. Turkey's export kilogram value has reached the limit of 1.5 dollars. The export kilogram value in the furniture sector is at the level of 3 dollars. As Weltew Home, we managed to increase our export kilogram value to over 4.5 dollars with the brand investments we made.”
Weltew Home is in the champions league of Turquality
The Turquality journey, which started by qualifying to participate in Weltew Home's brand support program in 2017, has been an important motivation and driving force in reaching the targets with its successful export and branding graphic within the 4-year program period. However, as the brand and export figures have grown recently, the limited brand support program has become insufficient. Speaking on the subject, Balcı said, “As a result of extensive inspections and examinations at the beginning of this year, we were officially accepted to the Turquality program, which we can define as the champions league with an upper and higher limit. In our 5-year strategic business plans, we plan to invest in 25 target markets, 5 of which are primary. We have started a comprehensive study with 123 projects for development areas that will provide superiority to our competitors in these markets.”
The new factory will be operational in 2024
Providing information about Weltew Home's investments in 2024, Mustafa Balcı said, "Next year, we will launch our factory, which we call mega investment, in İnegöl again next year. Our factory, with an investment value of 200 million TL including equipment, has a total open area of 150 thousand and a closed area of 105 thousand meters.
