As Kütahya Porselen set themselves on a continued trajectory of growth, executive board member and general manager, Dr Tanzer Polat Yılmaz, speaks about the brand’s commitment to sustainability and sector dominance…
How has trading been for Kütahya Porselen over the past number of years?
The porcelain sector holds a significant share in our country’s foreign trade, making it a critical and strategic field. To lead in this area, we have focused on expanding into new markets with innovative products and developing alternative sales channels. Thanks to our unique collections, innovative designs, and sustainability-focused investments, we have become a global brand, exporting to over 70 countries across six continents by 2025. With our automation investments, we increased our capacity by 75 per cent. By introducing new kilns, we have made our production processes more efficient. We have gained strong momentum both in the domestic market and in exports.
Your stand at Ambiente was notable in that it really highlighted your commitment to sustainability. Tell us more about the journey Kütahya Porselen has been on to reach this stage.
Sustainability is at the core of Kütahya Porselen’s production and design processes. Over the past four years, we have focused on reducing our environmental impact by reusing 364,876 tons of water, recycling 916 tons of paper, and 219 tons of plastic. Through kiln upgrades andenergy-saving projects, we have achieved an energy saving of 6,925 MWh.
We fully recycle all porcelain waste generated during production, repurposing it as raw material, ensuring a 100 per cent recycling rate. With the establishment of our solar power plant, we aim to prevent three million kg of carbon emissions annually, equivalent to the absorption of 150,000 trees. As a result of our ongoing efforts, we prevent a total of six million kg of carbon emissions each year, contributing significantly to environmental preservation.
In addition, we have pioneered innovative projects by incorporating waste materials into our collections. As part of our sustainability vision, we have created the Green Route category. In short, from eco-friendly production to nature inspired designs, we remain committed to sustainability at every step.
How do you avoid greenwashing and demonstrate that, as a company, you are truly on the right track and committed to sustainability?
As I mentioned in the previous question, sustainability is not merely a concept for us; it is a fundamental part of the way we do business. We prove that we are an environmentally conscious company not just through words, but with concrete data. At every stage, from design to production processes, we fulfil our environmental responsibilities with tangible actions. Through initiatives such as our Solar Power Plant project, we are taking significant steps to reduce carbon emissions. These efforts clearly demonstrate that our commitment to sustainability is not just a marketing strategy, but a true business philosophy. All our data — including environmental certifications, carbon footprint calculations, and sustainability reports — are audited and certified by authorised organisations. Our efforts in this field were most recently recognised at the ‘Third Climate Leaders Awards’ organised by the BizimDünyamız Foundation in 2024. This award has further reinforced our environmental responsibility and commitment to sustainable production.
Does the brand have any ambitions to grow and drive the export side of the business even further?
We aim for a year in which we deepen our presence in existing markets, explore new markets, and make a difference in the market with our innovative and sustainable collections. Our priorities include making our brand more visible in more countries, establishing strategic partnerships, and increasing our exports with collections that emphasise cultural compatibility.
The US is the world’s largest importer of tableware. We aim to strengthen our position there and become more effective in the US market. With the warehouse and showroom we opened in Florida, we aim to provide faster and more efficient service to consumers in the region.
What does Kütahya Porselen think of the focus and interest in the hospitality industry at the moment?
As Kütahya Porselen, we have been designing exclusive collections for the tourism sector for many years, aiming to contribute to its development. Through our hotels under the NG Group umbrella, we observe industry needs on the ground and provide quick and innovative solutions. With our elegant, functional, and high-quality products offered to hotels, restaurants, and other tourism businesses, we add value to both the guest experience and table culture. In summary, the tourism sector remains a strategic market for Kütahya Porselen; our collaborations in this field strengthen our brand power and contribute to our sustainable growth.
Is hospitality the saviour of the tableware industry? Or is it in danger of utter saturation as more and more brands turn their attention towards it?
The hospitality sector offers significant opportunities for brands with the right product and service approach. However, standing out in this field requires differentiation and originality, which are of critical importance. At this point, strategic, innovative, and customer-focused approaches must be adopted. Supported by sustainable production, innovative designs, technological investments, and strong marketing strategies, this mindset is the key to making an impact in the industry.
What can the industry do to appeal to retail consumers more? How can we change how we sell to them, in your opinion?
Consumers are no longer just buying products; they are purchasing experiences. Therefore, offering designs that tell a story, are functional, and aesthetically pleasing is of great importance. With digitalisation, a transparent and informative approach also stands out for brands. Establishing an emotional connection with consumers increases loyalty, while accurately analysing changing consumer and lifestyle habits and offering products that meet those needs makes a difference. For example, with the shrinking size of families and living spaces, offering not only multi-piece sets but also smaller sets or products that can be purchased in fewer quantities has become more important. As Kütahya Porselen, we focus on addressing all these needs.
Finally, what changes will be have seen Kütahya Porselen implement in five years’ time?
As Kütahya Porselen, we aim to strengthen our leadership in the industry over the next five years, enhance our sustainable production processes, and take significant steps in digitalisation through the development of various strategies.
In line with our sustainable growth strategy, we continue to develop innovative products that meet the needs of the industry. Additionally, we plan to invest in digital technologies and automation systems to increase efficiency and respond to customer demands more quickly and flexibly. In the next five years, we aim to be in a stronger position in the global market. Furthermore, with the technology and innovation we use in design and production, we will continue to enhance our brand’s prestige and international competitiveness.
This interview featured in May’s issue of HoReCa – Tableware International’s sister title.
