Stefany might like to keep things under wraps but here, CEO Hakan Dinc sheds light on what visitors can expect from their Flooring Spaces display at DOMOTEX 2018. Together with designers Ayca Taylan and Nail Egemen Yerce, they provide some intriguing insights into the brand and individualization in the industry.
Mr. Dinc, Stefany is still a young brand. What’s your main aspiration for the company?
Hakan Dinc: "Starting out, we wanted to be part of the competitive market but to head in a different direction – with a different kind of mentality. The brand needed to have vision, not just be a standard carpet company. Chain stores are dominating the market for carpets and home interiors but their buyers are only ever looking for things that are easy to sell. So, everything in the market becomes similar. We are trying to stop this from happening; we want to take a risk. Our designers don't just produce what is popular in the market, they look for what is missing in the market."
Is there great enough demand from your customers for these "missing" products? How does Stefany set itself apart from the chain stores?
Dinc: "Many of our customers are looking for unique products but it's hard to find carpets that are not all over the internet. We like being a secret garden. Online, you may see some of our new colors or concepts, but not our complete products. This is because they are tailor-made to a customer's design. Our designs are exclusive, and we do not want to reveal everything to everyone."