Having an important effect on Turkish textile sector with its cellulose fibers, Lenzing Group opened an office for Turkey and regional markets choosing Istanbul as the center.
Being a leader on botanic cellulose fiber manufacturing, Lenzing Group opened its first independent sales and marketing office on the 19th of April in Istanbul. It is stated that firm’s aims of becoming closer to the customers and being existent in one of world’s biggest textile markets were effective on this decision. A press meeting was held before the opening ceremony of Lenzing’s new office in Istanbul, Levent. In the meeting, Lenzing Group CFO Thomas Obendrauf, Lenzing AMEA(Asia, Middle East and Africa) Senior Vice President Vineet Singhal, Lenzing Elyaf A.Ş.President Jürgen Eizinger, Lenzing Elyaf A.Ş. Vice President Niyazi Bahar, Lenzing Turkey & MEA Marketing and Business Development Manager Hale Saraçoğlu explained their goals by making a speech.
Making the first speech, Thomas Obendrauf said; “Our goal is to make our customers reach us directly and fast” Obendrauf continued thusly; “According to our new corporate strategy sCore TEN, being near to our customers is among the most important elements of sales and marketing. That’s why it is highly important to be directly reachable in the area. And in this regard, we provide employment to 11 people. ”
Stating that Lenzing Group gained 2,13 billion Euro turnover in 2016; Obendrauf reminded that fiber sales volume of the group was 978 thousand ton and provided employment to 6,218 people. Obendrauf explained that within the scope of sCore TEN strategy; an office in Korea and Singapore were opened as well as in Istanbul and a development center was built in Hong Kong and Indonesia. Obendrauf recorded that they defined 3 years of marketing transmission stage in Turkish market and finally they would reach to the market directly by themselves.
Vineet Singhal, on the other hand, said that the manufacturing facility of Istanbul office provides a chance; to be in a more intense interaction with the other offices belonging to the group. Singhal; “It will also improve the service we provide to our customers. Our new Istanbul office will operate in its own responsible area which is Turkey and MEA. ” Highlighting that these markets are very active areas, Singhal defined that cellulose fibers have a share of 6,6% in global textile market and Lenzing is in a strong positon on this area. Singhal ended his words thusly; “Turkey is an important country in textile that’s why it’s not very suprising that Turkey and Istanbul were chosen for the new office of Lenzing. .”
Showroom is open for all customers
Lenzing Türkiye team that will work under the roof of recently opened Lenzing Elyaf A.Ş., consists of 11 employees; giving service on sales, business development and technical customer service. The showroom where various LenzingTM branded fibers, processed products and finished textile and nonwoven applications are presented will be open to all customers and business partners. The latest innovations of Lenzing Group will be presented there, too. Lenzing Turkey & MEA Commercial Director and Lenzing Board Chairman Jürgen Eizinger said; “Our office should be a place where LenzingTM fiber world is introduced with its every aspect as well as a meeting point. ”
Eizinger continued thusly; “Being closer to our customers will help us accompany the regional innovations and offering new products to the market together. Turkey is an attractive consumer market aside from being an important player on processing textile products. ” Stating that Turkish textile products and nonwoven market is especially important for Lenzing, Eizinger expressed; “We see Turkey which is European Union’s textile import country, as a developing market particularly for special fibers. We consider the geographical closeness as a logistical advantage. ”
Niyazi Bahar and Hale Saraçoğlu emphasized that it is highly important to guide fiber’s processing stage in every step of added value chain; in order to develop the quality of demands of the customers; in the speeched they made.
Marketing activites will be concentrated on
With the opening of an institutive office, many activities can be performed on its place and better planned. The first and most important among these; the interaction with local brands and retailers will be improved, so mutual Brand Programmes can be worked on together. Also it is aimed to increase the brand awareness of LenzingTM fibers in Turkey. In this regard, mutual projects with some establishments and institutes; specialized on their areas and partnerships with universites are on the agenda.