INOKSAN Forces AmerIcan Market With Its Own Brand Workıng For Dıswasher Exports

Inoksan forces American market with its own brand.

The dishwasher manufactured by Inoksan, an industrial kitchen sector brand, for a global group takes its place in American kitchens as of March. Inoksan that will also force the market with its own brand through its representative in America aims exporting 1000 units of dishwashers to USA this year, if things go well it will invest for a stand-alone dishwasher factory in Turkey. Inoksan Chairman of the Board Vehbi Varlık who stated that they collaborate with one of the largest groups of the world which dominates the American market went on saying “With this collaboration we will spread all over America”.

Inoksan forces American market with its own brand. The dishwasher manufactured by Inoksan for a global group will start to take its place in American kitchens as of March. The company aims exporting 1000 units of dishwashers to USA this year.

Inoksan which manufactures dishwashers for a global group in America will also take its place in the market with its own brand through its representative in the country. Inoksan Chairman of the Board Vehbi Varlık stated that they have been executing R&D activities for approximately two years with one of the largest groups in the world which is a manufacturer in industrial kitchen sector and dominates America; he said that they will distribute the dishwashers they manufacture according to American standards all over America.

Mr. Varlık who stated that they will deliver the first order as of March said “In this way we will start receiving consideration of our efforts and will be more widespread in American market. Normally, we are present in American market in and around New York. Under this collaboration, we will be included into a system spread all over America. On the other hand, since we have received Certificate of American Standards, we are going to enter the market also with the brand Inoksan through our representative in America”. Mr. Varlık who emphasized that they aim to export 1000 units of washers this year to America, and they expect such figure to reach 5 thousand to 10 thousands in the future, went on speaking “For the time being we agreed only for dishwashers but in time we plan to realize activities also necessary for our other products. We, Inoksan, currently manufacture approximately 3 thousand dishwashers annually. When we achieve 4-5 thousand together with America, we are also going to realize stand-alone dishwasher factory investment we plan”. Mr. Varlık who underlined that Inoksan worked very hard to make the sector domestic noted as follows “Because of exchange rate, costs change in imports, our customer relations got hurt. Both to solve this and for the sake of national production, we aim domestic production. Unfortunately subordinate industry is not much developed in the sector. We experience difficulties for this reason, too. Industrial kitchen sector has developed well in the country however subordinate industry failed to catch up with this speed. In this scope, we are going to implement subordinate industry development program. We need to spend effort for subordinate industry all together. Leaders of the sector will attempt to ensure this at regions they are situated”.

Mr. Varlık attracted attention to the fact that their presence in the scope of Turquality which would establish companies in USA and Russia encourages them in the American market and emphasized that they announced 2017 as year of export for this reason. Mr. Varlık who stated that they put a growth target of 15 percent this year said “After brand phase, we entered to Turquality program.

THERE ARE 45 DEALERS WORLDWIDE...

Mr. Varlık told that last year they exported 30 percent of their total production, when markets of Russia and Turkic Republics were locked they steered their routes to Africa. Mr. Varlık mentioned that they have been operating in the Far East for a long time and said “We are exporting to over 80 countries on 5 continents.

We provide service to international hotel chains like Sheraton, Hilton, and Accor. We have 45 dealers in leading countries of the world. Brands get less influenced from incidents that occur on the world. For this reason we attach great importance to Turquality program”. As Inoksan, we think export is very important for the country. We need to support losses in Turkey with foreign trade. We wish to become exporter in at least 50 percent ratio. For this reason, we organize export meetings every week. We plan to establish companies with our partners in America and Russia.

Accordingly, we agreed in principle with domestic companies at such countries. Government support also facilitates our business. Our agreement is for sales purposes for now, however there will be also production when we reach a certain figure. On the other hand, we focused on Iranian market”. Mr. Varlık who told that they are overline in delivery kitchen, for this reason hotel and large investments attract them also told that they get share from HO-RE-CA market through their dealers at home. Mr. Varlık who emphasized that they also attempt to develop their retail sides through their dealers located in approximately 40 provinces said “Share of retail in our turnover is approximately 35 percent. We aim to increase retail share in turnover to 40 percent by adding 10 more dealers to our present network of dealers this year. Our purpose is to increase this ratio to 50 percent”. ‘Despite all troubles we grew by 5 percent in 2016’ Mr. Varlık said that despite the fact that the country experienced a troublesome process in 2016, Inoksan left behind a successful year and grew by 5 percent in comparison to 2015. Mr. Varlık said that “We prepared many projects for tourism sector but realizing such projects became impossible due to the circumstances of the country.” He gave information that when the sector is viewed in general, there was no growth and a few companies held their ground.