We conquer the market with lovable furniture
Selim Dumani, International Sales Manager of Yatas Grup
How do you see the situation of the furniture market globally and in Europe? What position does the Enza Home brand currently occupy?
In the last two years, we have achieved 100% growth in the world market, which means that we have increased our 131 sales points to 254. The growth is primarily due to two factors: one is the changed furniture buying habits following the covid epidemic, and the other is the modern design and affordable price of Enza Home furniture. Despite the shrinking of the market in Europe, we have grown by 30% in the last two years, so we can already boast 59 showrooms across Europe.
Why are Enza Home furniture popular, lovable and sell well?
With the brand, we want to convey a sense of life, to make everyone feel good in their home. Our furniture is modern, but at the same time represents a timeless style because of its clean lines. We place great emphasis on design, it is no coincidence that we have been working with internationally recognized and world-famous designers since 2011. All our furniture is special, we pay attention to the smallest details. For the 21st century urban person, it is essential that a piece of furniture has several functions and consists of modules, so it can be most easily tailored to the person, or more precisely to the space. Comfort is also important, because who doesn't want to live in comfortable conditions. Needless to say, one of our biggest advantages is that we offer premium quality at an affordable price.
What are your expectations regarding the showroom in Hungary?
Yatas Bedding is paving the way for the Enza Home brand, as this brand has been a dominant player in the domestic market for 25 years. When people hear the name, they think of high-end, quality products. We are therefore among the first in the premium category on the mattress market. We would like Enza Home to achieve similar success in the furniture market. He has every chance of doing so, and we will give him maximum support from the Turkish headquarters.
Collections inspired by the forms of nature
Ebru Dikmen, chief designer of the Enza Home Design Team
Designing the Visions collections is always an exciting task, as they work with world-renowned designers. Which of their projects would you highlight as truly special?
The Swan sofa collection with Riga TV cabinet and coffee table, and the Seoul sofa set with Lome armchair and Havana coffee table. In the case of Swan, we dreamed up a sofa with a dynamic and bold line, which was also noticed by the industry, as it was awarded the German Design Award in 2023. The perfect complement to the Swan sofa in the living room is the Riga TV cabinet and coffee table, they form a harmonious whole.
The lines of the Seoul sofa set are also dynamic, yet the overall effect is different. Could you tell me about that too?
Seoul is characterized by soft and round shapes, we drew inspiration from nature. We tried to transfer the "delicacies" found there to the world of furniture, and I think we succeeded. The seating set is semi-circular and consists of modules, so it can be adjusted freely. The wide seating surface is extremely comfortable, the curved lines continue in the round cushions.
Curved sofas are very popular. What made this design a trend?
Biophilic design is really a trend these days, and its popularity is due to the fact that we humans like to connect with nature. By bringing organic forms found in nature into our home, we become a part of nature. And this has a beneficial effect on both our body and soul. These forms lend flow, movement and balance to interior spaces.
Then it is no coincidence that the color green appears on the Havana coffee table recommended for the Seoul set.
Yes, we also designed this coffee table based on a biophilic concept. With the green bronze, it is also elegant, breaking up the beige-dominated living room a bit. It is no coincidence that the table top is real marble, one of nature's most beautiful creations. Bronze legs represent the nobility of metal, not to mention that the combination of stone and metal is still fashionable.
Premium quality at an affordable price
Zaim Silya, brand manager of Enza Home Hungary
Why was the first Enza Home showroom opened in Budaörs?
The environment is ideal for a premium furniture brand in many ways. It is no coincidence that countless businesses have chosen the part of Budaörs shopping centers as their business premises. It is easily accessible, since we are next to the highway, and we are surrounded by several home furnishing stores, so the range of products in one place is incredibly colorful. The Yatas Grup group expects that Enza Home stores should be spacious, so that we can present our furniture in a tasteful way, and not be overcrowded. Here we found the business premises that met all our needs.
Why was it timely to enter the Hungarian market with a premium furniture brand?
We had to rise to the task, we had to prove with Yatas Bedding that we can bring a premium brand to success in Hungary. Over the past 25 years, we have established ourselves on the market, and even in difficult times, we have proven to be viable, customers love and seek us out. We owe their loyalty to the reliability and high quality of our products. Enza Home also represents this on the furniture market. We believe that such a brand is needed in Hungary, because it fills a gap: premium quality and modern design at an affordable price.
What makes their furniture special?
During their design, people are at the center, they are adapted to our needs and our urban lifestyle, we could also say that Enza Home furniture is tailored for us. Of course, trends are also important, but what is even more important is that we convey a feeling of life. Our goal is that whoever visits us feels good here, enjoys the harmoniously designed spaces, relaxes with us, sips a delicious tea or coffee. In the fast-paced world, we want to be an island of peace, a calm corner where you can be inspired and design your comfortable home in a stylish environment.