BERLONI SIGNS AN IMPORTANT AGREEMENT WITH THE TURKISH ECZACIBASI GROUP.
On August [AO1] 2015, Mr. Roberto Berloni, CEO of the Pesaro-based company, and Mr. Emre Eczacıbaşı, General Manager of Eczacibasi Building Products Division’s Kitchen Unit, signed a distribution agreement in İstanbul that will tie Berloni kitchens to Eczacıbaşı Group’s sales in Turkey in the years ahead.
The agreement names Intema, the sales company of the Eczacıbaşı Building Products Division, as the distributor of Berloni branded kitchens in the Turkish market, in the retail as well as the contract project channels. Turkey has recently experienced spectacular economic growth, factor that also renders this market particularly attractive in terms of quantity, given that all new apartments are sold with furnished kitchens. The construction sector is one of the primary drivers of the Turkish economy, for which this agreement opens the door to potentially significant kitchen sales.
The Berloni Group will cooperate closely with its Turkish partner to enable the Eczacıbaşı Group to expand its kitchen offer to developers and end users, through solutions and services based on more than 50 years of experience in the retail and project segments of the kitchen market, in both in Italy and abroad.
The Eczacıbaşı Building Products Division, Turkey’s leading supplier of premium bathroom products, kitchens, and ceramic wall and floor tiles, at the moment collaborates with with 103 dealers and 16 directly owned showrooms, located in prestigious multistory buildings in Turkey’s principal cities.
Founded in 1942, Eczacıbaşı is a prominent Turkish industrial group with 41 companies and 12,450 employees. Eczacıbaşı’s core sectors are building products, healthcare and consumer products.
Additionally, the Group is active in finance, information technology, welding technology, mining and property development. In Turkey, Eczacıbaşı is the leader in most of its businesses with some of the most effective distribution networks in the country for building products, pharmaceuticals and fast-moving consumer goods. Globally, Eczacıbaşı has established itself among the world’s top providers of bathroom and tiling solutions for homes and commercial venues with its VitrA, Burgbad, Villeroy and Boch (Tiles) and Engers brands. It is also a major exporter of tissue paper, welding electrodes, electronic smart cards and industrial raw materials such as clay and feldspar. International partnership is a central component of the Eczacıbaşı Group’s growth strategy. Eczacıbaşı has four international joint ventures and numerous cooperation agreements with leading international companies. All of these are grounded on the principles of long-term mutual benefit and sustainable business practices.
The signing of the new agreement has already brought Berloni important orders. The first 160 kitchens are being delivered this month, and volumes are expected to increase significantly in the near future, in line with the strong performance of the Turkish Group in the building product sector.
Thanks to the recovery of the most important dealers in Italy, the historical brand from Pesaro is back as a leading player in the modular kitchens market. Factors such as Berloni’s growing presence abroad, the renovation and opening of showrooms in prestigious cities such as Shanghai and Moscow, “contract” projects in Russia, Taiwan, Panama, and the United Arab Emirates among others, and upcoming trade fair participations, starting with Moscow’s I Saloni Worldwide in October, are all directly contributing to this success.