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A GIANT IN CARPET WORLD: ORIENTAL WEAVERS
“Oriental Weavers has grown from being a limited family business to a giant multinational that employs thousands of employees over three continents. The company has production facilities in Egypt, USA and China. Also, the company owns distribution divisions in USA, United Kingdom and Australia.”
In just over 25 years Oriental Weavers took big leaps in the carpet industry until it reached its status today as the largest manufacturer of carpets and area rugs in the world. The company was founded in the late 70s by Mr. Mohamed Farid Khamis, the Chairman of the company. The company was established with the intention to be a global company which is market driven and vertically integrated. The mission of Oriental Weavers is to build a state of the art carpet and rug company by achieving economies of scale, being aggressively market oriented, being export oriented and internationally competitive, and maximizing the use of local competitive advantages.
With this vision, the company was keen to create a wide product portfolio that would meet the demands of all markets. Nowadays, Oriental Weavers produce carpets and rugs made of BCF polypropylene, Heat Set polypropylene, viscose, wool, acrylic, cotton and other yarn blends. The secret key to developing such a wide product portfolio is the continuous efforts of innovation exerted by the product development team of the company. The company’s sees itself as a trend-setter not a trend-follower, which always helps to place the company a few steps ahead of its competitors.
Nowadays, Oriental Weavers is the flagship company of the Orientals group, which is one of the largest industrial and commercial groups in Egypt. The group has diversified into other business fields and products with companies working in textiles, real estate, tourism, urban development, import/export, and education. The diversification of the products related to home textiles included producing area rugs, terry towels, chenille carpet, Axminister carpet for contracts, and hand tuft carpets. Moreover, many factories owned by the group are considered as suppliers to Oriental Weavers Carpet factory, like OPC which produces polypropylene chips for carpets. Also, there are several yarn factories that supply the carpet factories.
Globalization has been an ongoing target for the company’s management. Oriental Weavers has grown from being a limited family business to a giant multinational that employs thousands of employees over three continents. The company has production facilities in Egypt, USA, and China. Also, the company owns distribution divisions in USA, United Kingdom and Australia. Moreover, Oriental Weavers exports to over 100 countries worldwide, with partners ranging between agents, distributors, wholesalers, chains, retailers and direct importers. The last global expansion of the company has been in Turkey where Oriental Weavers Hali Ticaret Limited Sirketi has been established in 2007 to warehouse, promote and sell the company’s products all over Turkey.
Turkey is a very important market for Oriental Weavers, especially that Oriental Weavers is able to develop and sell products that are different in construction, colors and designs from the mainstream rug products sold by Turkish manufacturers in Turkey. The Turkish market is considered a key market for Oriental Weavers due to its high consumption capacity and the fact that rugs are a pivotal element in the Turkish culture. Moreover, in January 2007 the custom duties on rugs imported from Egypt became zero, which extends the window of opportunity for Oriental Weavers. Oriental Weavers is a giant in the rug world, and Turkey would be no exception. The plan is to lead the market in Turkey and establish a formidable distribution base there. This vision is both realistic and achievable as Oriental Weavers has all the elements of success: excellent products, competitive prices, fashionable colors, attractive designs, continuous innovation, and highly trained staff.