GRASS establishes subsidiary in Turkey.
market information

20 October 2014

GRASS establishes subsidiary in Turkey.

The manufacturer of premium movement systems GRASS is strengthening its international sales structure with a new subsidiary in Turkey. The aim is further expansion of the regional distributor network through which Turkish joiners can purchase the company’s innovative movement solutions. In addition, personal customer support for OEM customers will now be provided by employees of GRASS Turkey rather than through the Austrian head office - and communication with local architects and planners will also be significantly simplified by the company’s presence in Istanbul. The service package is enhanced by a local warehouse which in future will offer customers optimum flexibility and product availability at all times.
In August, GRASS set up a subsidiary in Istanbul to enable even more intensive coverage of the rapidly growing Turkish market in future. Turkey currently tops the world ranking of the fastest growing economies. The country offers access to a sales market of 74 million inhabitants and is geographically located at the very interface between East and West – which can be an asset when it comes to developing business in Asia or the Middle East.

Addressing local requirements: networking based on trust and direct communication.
During the rest of the year, GRASS will be placing the emphasis on expanding and intensifying collaboration with local distributors by providing in-depth training and direct support from local GRASS staff. This will give the specialist for premium movement systems access to a potential market of around 29,000 Turkish joiners. In addition, the aim will be to develop personal consultation for locally based architects and owners. In the case of OEM customers, the focus will also be on creating awareness for, consolidating and expanding the new market position. “We have taken the strategically important step of setting up a subsidiary because we attach great importance to direct communication and collaboration with Turkish customers and distributors,” explains Ercan Bal, managing director of GRASS Turkey.

Located at the heart of the Turkish kitchen and furniture industry.
The office with its current three-person team is ideally positioned in terms of transport links in the Buyaka office complex on the Asian side of Istanbul. It also includes a showroom which will be used for distributor training, presenting the product range to OEMs and providing advice for architects and property owners. Alongside the good access to the two airports which both lie within a distance of just 40 km, GRASS also benefits from its proximity to the Modoko cabinetmaking and furniture area which is only 10 minutes away. A GRASS warehouse rounds off the manufacturer’s local presence and represents a perfect logistical addition to the deliveries to OEM customers which will continue from Austria. “We have an excellent distribution system and will in future continue to handle these activities direct through our head office. With our own warehouse here in Istanbul we shall be enhancing our already outstanding service as we can then offer all customers constant product availability from a local base. We can provide a flexible response to changes at short notice,” says Ercan Bal.

Building on the existing network.
On the basis of the existing business relationships with local distributors which GRASS has developed in recent years, the company expects to see the rapid expansion of its network during the current year and a concrete impact on sales development in Turkey for 2015. GRASS Turkey is to focus in particular on national exhibitions such as INTERMOB in Istanbul, where the company will also be presenting its product portfolio this year. For more information contact:
GRASS TR Mobilya Aksesuarları Ltd
FSM Mah. Poligon Cad. 8
Buyaka 2 Sitesi 3 No’lu Blok, D. 65
TR-34771 Ümraniye / Istanbul / Turkey
Tel +90 216 2900632
Fax +90 216 2900682