Saray Carpets carried out a $20 million investment in the production
capacity and the company grew by 50%. The company is planning to increase
the capacity to 7.5 million sqm/year.
Saray Carpets was established
as a joint venture in 1972. In those years joint ventures supported
by Turkish fellow citizens working in some European countries as guest
workers were very common. The partnership structure of the company
is now mainly divided among three share holders. The extension period
of the company dates back to 1980s when the shift from hand-made carpets
to machine-made carpets was highly risky. Because in those years hand-made
carpets originating from Isparta and adjacent regions were in the
market, some prejudices concerning the quality of machine-made carpets
prevailed among the consumers. During the years some efforts were
made to overcome these groundless beliefs about machine-made carpets,
the sector went through some hard times. However, after 1980s Saray
Carpets realized huge investments in machine-made carpet production.
Saray Carpets which started
business life with 400 employees in 1972, has become an integrated
establishment, located on a 500.000 sqm area, with its 1300 employees.
The company's production capacity has increased to 5 million sqm/year
from 500.000 sqm/year. Within the last few years, the improvement
and stability in the economical structure and politics had positive
reflections on the carpet sector.
In 2004, Saray Carpets carried out a $20 million investment in the
production capacity and the company grew by 50%. The company is planning
to increase the capacity to 7.5 million sqm/year.
Saray Carpets is exporting to 40 countries, especially to Middle East
countries and Arabic peninsula. Because of carpet's widespread use
within this area, Saray Carpets enjoys the biggest export market increase
here. In order to overcome the problems in relation with marketing
of machine-made carpets in international markets, especially in Europe,
Saray Carpets started an office in Köln, Germany 3 years ago. The
company can reach all European countries through its distribution
network run by this office.
Saray Carpets has always been at the top two positions of the Turkish
carpet sector. Also the company has continually succeeded in finding
a place for itself among the first 500 most successful companies of
Saray Carpets offers a toll free consumer line. Also the consumers
can e-mail their complaints about the products to the company. It
must be noted that the company takes urgent action in relation with
the complaints about the products. The products returned to authorized
dealers for being defected or causing a complaint are submitted to
the regional offices densely located around the country and are immediately
replaced if it requires a replacement. Those products that need repairing
are repaired in the company's factory. As a matter of fact, through
the use of state of art technology employed by the company, the chances
for defected products are almost nonexistent.
The products that the company exports to international markets differ
not only in patterns but also in features and sizes depending on the
country receiving the products. The company offers its customers in
Middle East countries some special collections different from those
for Europe in terms of pile highness, knot density, color variations
and patterns. In short, the collections that the company produces
for the international markets are highly affected by the demands of
The company has two different design departments, one in the headquarters
and one in the factory located in Kayseri. The one in the headquarters
create designs mostly oriented for foreign markets. The other one
located in the company's premises is a completely independent unit
that continues its works in a different building. Those employees
of the company working in this department, enjoy a very quite atmosphere
whereby they work on the designs and patterns. But the company has
been suffering from the imitation of their designs by the others.
Saray Carpets uses mainly acrylic fibre in its production. The company
also continues wool carpet production which is a tradition for Saray
Carpets. There are different collections prepared by the company and
the collection called "Serenat" is composed of 100% wool
Saray Carpets has always had a strategy as to market 40% of its production
to foreign markets and 60% to domestic market and intends to preserve
this ratio in the long run.