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NEW BLOOD IN BROADLOOM CARPET INDUSTRY
Ünal Öncel: “American Carpet examines both internal and external environmental dynamics in order to create a structure which can correspond with the changes formed within these dynamics. Our main goal is to introduce our trademark in overseas markets by means of our customer oriented, maximum quality and superior service concept. In the mean time, we intend to increase the standards of Turkish broadloom carpet industry.”
American Carpet Industry & Trade Co., one of the leading companies in broadloom carpet industry in Turkey, has a powerful background. Öncel family who established the company in 1998, was formerly carrying out the management of several industrial foundations. Today American Carpet has an annual production capacity of 12 million sqm and the company developed a new vision in house and office decoration by means of various patterns and colors of its own production. Having a wide product range consisting of several patterns, textures and synthesis of modern and classic trends, the company aims to make “American Carpet”, an indispensable trademark in broadloom carpet market.
Nine regional wholesalers, who are directly linked to the company, available within the seven largest city of Turkey and each one has an extensive working capacity in their own region. American Carpet has created a strong institutional infrastructure by these regional wholesalers and their subsidiaries all over the country.
The company’s products, displaying the synthesis of modern and classic trends, have some special technical specifications helping to protect human health, such us fire resistance, noise absorbtion, antibacterial structure and air cleaning ability.
The company’s new collection, Silent Touch, consists of a wide spectrum with versatile alternatives and offers aesthetics and comfort. The products in this collection are all fade proof, scentless, durable, antistatic and hygienic.
“In this collection, we have a large variety of color and quality range. We particularly preferred natural colors like brown, green and tan. For example; we used blue, beige and pink colors in plain loop-piles whereas we preferred cream, salmon, pink, orange, tan, grey and honey in others. On the other hand, soft colors particularly beige tones are mostly used in plain or small designed qualities in order to create a modern view. Dark colors are used in patterned loop-piles which form 70-80% of our total sales. We have been working on this project for one year and it has been quite tiring. However our product variety is worth it and we believe that in the forthcoming days this collection will prove our difference in the sector.” says Ünal Öncel, the company director.
The investments made in the name of production concept and the innovations performed in grass and wool carpet qualities in 2006, lead the company to present multi roll products to customer appreciation within Silent Touch collection. In 2007, American Carpet is planning to start new production qualities such as sports grass, runner and tip-shares along with the ongoing investments.
Regarding the new collection, Silent Touch, Öncel says: “We believe that our people deserves the best, so we focused on wall to wall carpet production in order to present them the best quality. This new collection, regarded as the fruit of our investments, was presented to the customers for the first time at Domotex Middle East Dubai Fair in May 2006. Same year in September we participated in Eurasia Floor that took place in Istanbul and we had the chance to present the collection here too. And in January 2007 we will present our products in Domotex Hannover show.”
Öncel concluded his words, defining their company vision: “American Carpet examines both internal and external environmental dynamics in order to create a structure which can correspond with the changes formed within these dynamics. Our main goal is to introduce our trademark in overseas markets by means of our customer oriented, maximum quality and superior service concept. In the mean time, we intend to increase the standards of Turkish broadloom carpet industry.”